British Gas Rewards shortlisted for the IPM Awards 2019

British Gas Rewards shortlisted for the IPM Awards 2019


We are thrilled to announce that British Gas Rewards has been shortlisted for the IPM Awards 2019. We entered the entire British Gas Rewards loyalty programme into the awards back in February; and after a lengthy judging process we are delighted to have been chosen to be on the shortlist.

British Gas Rewards was designed to say thank-you to all British Gas customers. The programme deepens relationships through personalised and exclusive rewards with giveaways that customers really want, alongside bright ideas to help them enjoy home life even more.

The Awards features 77 campaigns from 65 brands across 30 categories. The trophies will be announced and awarded at the gala presentation event on Thursday 4th July at the Hilton Park Lane.

Charlie Hills, Managing Director at Mando-Connect – “These awards are an opportunity to celebrate the best campaigns. I’m so proud of the wider team and all of the hard work that has gone into the campaign to make it an award contender.”

We look forward to seeing everyone else who has been shortlisted at the IPM Awards evening on 4th July. Full shortlist available here and to see our work with British Gas click here.

Jo Ashdown selected as one of the 30 under 40 in loyalty

Jo Ashdown selected as one of the 30 under 40 in loyalty


The Loyalty Magazine Awards were formed by Loyalty Magazine to celebrate brilliance, origination and best practice in the loyalty industry across Europe, the Middle East and Africa.

The Awards responded to a wish in the loyalty industry to celebrate and acknowledge the achievements of those excelling and conquering the unexpected. As part of these awards, each year Loyalty Magazine chooses the best of the best in their prestigious 30 under 40 awards and honour them at the Loyalty Magazine Awards; this year is on June 18th.

We are extremely proud to announce that this year our own Jo Ashdown who is Head of our Partnerships department has been selected as one of the 30 under 40 in loyalty. The calibre of all of the winners is outstanding as ever this year and we are honoured that Jo has made it on to this list to be part of the Loyalty Royalty. We look forward to meeting all of the other worthy winners at the awards ceremony on June 18th.

What do women want when it comes to loyalty?

What do women want when it comes to loyalty?


Women are a really important audience for loyalty programmes. It is critical that loyalty marketers consider what they really want, when designing and managing programmes and rewards. No-one can pretend that there is one solution for all women; they do, after all, make up about half the population, but there are some broad principles that our research uncovered that can help loyalty marketers get it right for this powerful audience.


It matters because women are the primary spenders in most UK households. Their power over household spend and ability to contribute to household income has grown exponentially over the years. 75% of women identify themselves as the primary shopper in the household and they are accountable for 85% of all consumer purchases. They are also rapidly increasing their spending power, with women holding more bachelor’s degrees or higher than men, and 35% of wives now earning more than their husbands, compared to just 25% in 1990 (Time).

They are also the majority of loyalty programme members in the UK. Our white paper, in partnership with YouGov “What the British think of loyalty,” uncovered that 85% of women are part of a loyalty programme compared to just 70% of men. But there are big differences in gender split by sector:

  • The biggest programmes in the UK (supermarkets and beauty) are dominated by women. 74% of women are members of supermarket programmes, vs only 57% of men. The difference is even bigger in beauty, with a 40ppt differential.
  • However, in other sectors, such as banking, fuel, cinemas, and airlines, men are currently the majority audience.

And they are heavily influenced by loyalty programmes.

So, how can our research help loyalty marketers get it right – engaging women better and attracting more of them? There are four big principles we have found that women want, when it comes to loyalty:


  1. Offer them a loyalty or engagement programme

It sounds obvious, but women are big fans of loyalty programmes; 77% think programmes are a great way for brands to reward their loyal customers and 61% actually think all brands should offer programmes. So, if you aren’t rewarding and recognising your customers, you should be.

  1. Help them aim for higher value rewards

Our research identified three main types of redeeming behaviour in the UK – those who save up for high value rewards, those who regularly redeem mid value rewards and those who quickly claim low value rewards. Women are in the first group; they are collectors – 41% like to collect their rewards or points to get a higher value reward. Only 14% redeem the points at the earliest opportunity on low value rewards. Loyalty Programmes need to ensure they are including higher value rewards to aim for.

  1. Make information about the rewards readily available

Women also want information about the rewards on offer, so they can make informed choices about what they want. 69% like to get advice before buying new things and the internet is their main source of information (69%). It’s important that programmes offer reward information online, so that women can do their research before selecting the rewards they want.

  1. Offer real value

Whilst they like to save up for higher value rewards, women are very savvy reward consumers. 74% always utilise available deals, promotions and rewards when shopping (compared to only 64% of men). And the main reason women join programmes is value – with 72% subscribing for access to online and instore deals, discounts and offers (vs only 54% of men). They are also big fans of partner rewards – 36% want programmes to offer compelling rewards and offers from partner brands. Those can be an easy way for programmes to offer real added value to their members are lower or even zero cost to the bottom line,

Loyalty programmes we think are getting it right: 3 case studies to inspire you.


  1. TK Maxx’s Treasure

TK Maxx’s Treasure loyalty programme is a great example of a programme getting it right. Treasure is a brilliant brand-aligned programme, open to all and easy to join. Every month they offer their members the chance to win high value prizes, all designed to excite and inspire. As well as unexpected giveaways, gifts and access to brilliant in-store VIP experiences. There is loads of information available online and instore and the rewards are great value to boot. Check it out at

  1. Paperchase: Treat Me

Paperchase’s loyalty programme is exciting because it’s all about treats; designed to delight those loyal customers with a paperchase “addiction”. Members get perks including vouchers (based on what they spend), treats on their birthday, payday perks and free greeting card treats. It’s a lovely, simple programme that really works. Check it out at:

  1. e.l.f. Beauty Squad

e.l.f’s beauty squad is an American loyalty programme, that cleverly uses points and tiering, more commonly seen in airline and hotels loyalty programmes, to engage its members. Members earn points for every purchase and there are three tiers depending on how many points you have in your account – from glow getters, to rising stars to the top tier A-Listers. Members unlock extra benefits as they move up the tiers – such as free beauty sets, or early access to the sales and the ability to earn points faster. A-Listers can even choose their own sales days, a highly sought after perk. Check it out at:


Women are a really important and impactful audience for loyalty programmes, and it’s critical that any programme ensures it attracts, appeals to engages a female audience. There is, of course, no one size fits all solution, but there are broad principles that can help brands delight their female members. Women want brands to offer loyalty programmes programmes, the chance to earn higher value rewards, great information so they can make informed choices and real value that matters.

Winners at the Women in Marketing Awards

Winners at the Women in Marketing Awards


We are extraordinarily proud to announce that our CEO Becky Munday won the “Special Award for Outstanding Contribution to Marketing” award last night at the WIM. Given to a female who has contributed significantly to marketing in recent years. We also hugely proud of our very own Charlie Hills (MD and Head of Strategy at Mando-Connect)  who was shortlisted for the innovative changemaker award.


Becky said “It is with enormous thanks and tremendous gratitude to accept the reward and to be part of such an inspiring community”. Women in Marketing (WIM) is established to educate, inspire, connect, recognise and empower women through the cycle of their lives – congratulations to all the winners.

As first female Chairperson of the IPM for 50 years’ and with 21 years’ promotional marketing experience, Becky has earned a stellar reputation as one of the most inspiring leaders in promotional marketing. Regularly empowering people to create Mando’s truly compelling growth story whilst working with the world’s largest brands to run promotions, incentives and partnerships born from science.


Championing Data:

Ever the innovator, Becky has continued to invest in data to grow WPP’s longest standing company’s whilst using her countless passion and drive to propel the promotional marketing industry.

Whilst Becky’s roots are traditionally within promotional risk management and delivering promotions within a fixed budget. Becky has helped transform Mando’s thinking by utilising 40 years of past promotional data, YouGov insight and WPP resources to help deliver a unique solution to help brands them unlock insights that matter.

Charlie’s achievements also cap off what has been an amazing year for Mando-Connect. Charlie has gained kudos for her innovative approach to partnerships through developing the unique data-led Partnerships Engine, the powerhouse that drives the development of all Mando-Connect’s partnerships. Also, gaining further recognition for the intellectual property partnership with YouGov to publish the first white paper of its kind: The UK’s biggest ever study into what Brits want from Loyalty: A study so powerful that it was covered in every marketing publication.


We would also like to take this opportunity to congratulate all winners and thank all our clients across Mando. We look forward to some amazing campaigns in 2019.

Why fuel providers need to go the extra mile

Why fuel providers need to go the extra mile

News, Thinking

Over the years fuel’s role has changed; it is no longer the answer to a problem for how to power your car, it is now one of consumers’ many transport options.

Through innovation, the continued environmental challenge and government initiatives, fuel has become less attractive and more expensive, forcing fuel companies to reassess their strategies.

UK-based Wood Mackenzie said it is expected that the take-up of electric vehicles will cut petrol demand significantly, particularly beyond 2025, as the battery-powered cars go mainstream (Guardian).

In addition to this, and the tax rise on new diesel vehicles, the government has said that sales of all new diesel and petrol vehicles could be banned by 2040 (although hybrid cars will be exempt).

Figure 1: Electric vehicle growth

With varying pressures surrounding fuel consumptions brands need to deliver more value to customers. Some customers buy petrol purely on price, some for convenience and many for value-added benefits. Our recent study with YouGov, “what the British think of loyalty programmes” revealed a real demand for loyalty with 77% of the British population members of at least one programme and 59% thinking every brand should offer one. It also highlighted 47% will spend more with a brand if they are a member of its programme, 38% will recommend a brand more and 28% are more emotionally connected (YouGov & Mando-Connect).


Who’s doing loyalty right?


Now, BP is helping its customers with the introduction of its new app – BPme. Designed to help customers save time, the app can be used to locate the nearest BP service station and pay for fuel at the pump, without the need to queue in store.

The process is easy. Simply, link your Nectar card to your BPme app and save your latest Nectar offers, so they are ready to use automatically. You can easily view your Nectar balance and check the value of your points too.

The idea was developed as part of BP’s ongoing efforts to give every customer a positive experience when they visit one of its service stations. “We always look for opportunities that might delight our customers,” says Matt Rich, BP retail commercial offers manager. “For example, our partnership with M&S Simply Food has been very popular. But we also look at experiences that could cause frustration and we realized that, for a lot of people, their biggest irritation is waiting to pay.”

Shell Driver’s Club also offers an excellent loyalty programme with a whole host of exciting rewards from Shell and partners, from money off your everyday shopping to trips abroad. Whilst Texaco reward every time you put fuel in the tank you can fill up on points to put towards something exciting.

Esso partner with Tesco’s where Clubcard points are collected at sites, then turn turned into money off your weekly shop at Tesco stores, movie tickets, days out and more, a tactic often deployed by a variety of Grocers.

And more innovative solution throughout the US is Fuel Rewards which enables members to earn free fuel by making purchases at more than 1,400 retail locations, nearly 700 online merchants and more than 10,000 restaurants and redeem their rewards at participating fuel stations using mobile for widespread adoption.


Why is loyalty a good solution for adding value for fuel customers?

Regular engagement – Simply engaging and interacting with a brand is not enough, especially when it’s an interaction as “get in and go as quickly as possible” as occurs in the fuel sector. Consumers are also looking to connect with brands. 52% of consumers want to have a meaningful experience with a brand, not just a transaction. Through loyalty, fuel brands can open the doors to continuously communicate with their customers and can add value to their everyday life.

Acquiring data – A focal point for effective marketing strategies, with 75% of marketing managers seeing a rise in engagement through its proper utilisation. An astounding 87% state that data is the most underused asset in their marketing departments (, so there is more to do for loyalty marketers everywhere.

Meaningful rewards and experiences – Acquiring good customer insight will enable your brand to create personalised rewards and communications that really matter to your customers. Those rewards might be from the fuel brand itself – on fuel, or products from the retail or service offer on the forecourt – or they might be from carefully selected and curated brand partners. Our recent whitepaper also highlighted that 55% of members actively want partner rewards, not a brand’s own, making it an extremely successful reward for higher engagement.

Great member engagement is heavily reliant on the smart application of creativity, data and contextual relevance. Through creating a loyalty programme which permits all of this, fuel brands can start to improve their brand and loyalty experience for customers and members. This will drive significant brand and customer value, ultimately impacting the bottom line, now and in the future.

Partnerships are the key to hotel loyalty programmes

Partnerships are the key to hotel loyalty programmes


The hospitality industry was one that was hit hard during the recession ten years ago, but it has bounced back and is bigger and better than ever before. Globally, the hospitality industry reached over $1.6 trillion in 2017, and the hotel industry accounted for over 30% of this. The hotel industry is projected to reach a 6-7% growth in 2018, partly due to the increase in travelling for business, as corporate travel has risen 6.1% already this year (Deloitte). VisitBritain estimate there will be over 40 million visits to the UK in 2018. The positive growth projection for industry success looks set to continue into 2019. This is clearly an industry to watch… so what’s happening in loyalty?


The hotel industry hit an occupancy high in 2017 in the UK, with 76% of rooms full (PWC), but hoteliers want to do more to try and increase occupancy, frequency, spend and engagement. As a way of incentivising guests to repeat stays, most hotels have loyalty programmes, they are amongst the biggest and longest running in the world.

However, engagement isn’t as high in the UK as you would think. According to Mando-Connect’s whitepaper with YouGov, only 8% of the UK population are part of hotel loyalty programmes, compared to 78% of the UK population who are signed up to some kind of loyalty programme.

Those that are members of hotel loyalty programmes have three key things they look for and want within a loyalty programme according to The Oracle:


  1. 61% want to choose their rewards
  2. 57% want to customise their stay and their hotel experience e.g. late checkout, free mini bar etc.
  3. 49% are interested in upgrading their room in the UK


The Oracle also states that more than 20% of the people they surveyed aren’t subscribed to a hotel loyalty programme as the rewards offered are not interesting to them. However, as determined from the study above, 61% of customers want to choose their own rewards. If more hotels were to offer rewards from a range of partner brands and give customer the option to choose their own, customers would find them more enticing and hotels will find that people are more likely to sign up.

Hotel brands need to look at our how they improve choice, personalisation and add value above and beyond room upgrade to solve this issue. A combination of rewards from the hotel itself and from carefully curated partners is a good solution. Over half of customers want to customise their stay, rewards are a great way for them to do this. For example, members of the loyalty programme could get extra partner goodies in their mini bar, all supplied by partner brands.

Partnerships for hotel brands is key for hotels wanting to engage more people in their loyalty programmes, as we found that 59% of people want hotels where loyalty members receive both partner and the brand’s own rewards equally (Mando-Connect & YouGov). An example of an existing hotel loyalty programme offering partner rewards is Marriott Rewards, who offer the ability to transfer any points accumulated through them into Air Miles with British Airways and 35 other airlines. Hilton Honors also offers this and is one of the most recognisable hotel loyalty programmes around the world, with over 60 million members worldwide (Head for Points).

Another key area of strategy for hotel loyalty programmes to address is new member acquisition. One option for hotels to look at, is to engage the use of a brand ambassador or influencer. Influencer marketing is a form of marketing that has become incredibly popular over the last 12-18 months and is continuing to see a rapid rise in popularity. Further strengthening this proposition, 43% of consumers are much more likely to believe and trust a recommendation by a YouTuber over any type of brand advertising (The Oracle). 37% agree that if a hotel was used and advocated by a social influencer, they would be more trustworthy than a celebrity. This is due to influencers being perceived as more down to earth, reachable and attainable by the everyday person. So far, this is an under-utilised marketing discipline by hotels – 62% of hotel brands do not engage with influencers, and 71% of hotel brands don’t engage with any kind of brand ambassador at all.

With the above in mind, the evidence clearly stacks up in favour of giving the customers choice and flexibility to choose their own rewards, to upgrade their entire experience, to feel they are getting that little bit extra. But customers not only want to receive small customisable extras they want to receive partner rewards too, to prolong the experience and make it memorable, e.g. redeeming points against flights with a partner airline will really help to maximise the goodwill and improve positive feelings for the brand; ultimately partner rewards are the future for hotels.

What 18-24 year olds think of Loyalty Programmes

What 18-24 year olds think of Loyalty Programmes


75% of 18-24 year olds are more inclined to buy from retailers sending emails offering special treatment as a loyal customer as found by Ometria, and 73% agree that loyalty programmes are a great way for brands and businesses to reward their customers; this age range are the customers of the future. Those creating and developing loyalty programmes need to sit up and take note of exactly what it is that 18 – 24 years olds are engaged with so their custom is not lost and they don’t feel ignored by brands.


Our recent joint whitepaper with YouGov “What The British Think of Loyalty Programmes” highlighted that 18-24 year olds aren’t as engaged as other age groups with loyalty programmes. They are significantly less likely to be members –  only 61% are members of a loyalty programme, compared to a national average of 77%.

To understand why we contacted twenty 18-24 year olds by phone and email and asked whether they used loyalty programmes, what they thought of them and how they thought they could be improved. This information, coupled with our findings from the whitepaper, found that there are three main factors that are driving lower engagement in people aged 18-24.


1. Instant Gratification

This age range are expecting so much more from loyalty programmes than their predecessors and they expect it instantly. 30% of 18-24 year olds that we spoke to wanted and expected something just for signing up and simply giving nothing more than their personal data for a reward or discount. “Collector” loyalty schemes are often viewed as too slow by this demographic as they do not want to spend time accruing the points, therefore the majority fall into the “Early Redeemer” category spending any points they may have accumulated at the earliest opportunity. Early Redeemers are digital and technology focused and actively look for new tech services and ways to save time.


2. Digital Access

Loyalty programmes need to move with the times, with consumers wanting instant access, and to be able to access everything digitally whenever and wherever they need to. They do not want to spend time filling in a form and waiting 2 weeks for a loyalty membership card to arrive. The best way to access and engage this group is through digital platforms to make the most of their interest in technology, but beware as research by Ometria found that 82% find too many emails annoying.

3. Attention from professional marketers

The third and final major factor driving a shift in loyalty programmes, is the increased attention by senior marketers who see the benefit of them, and the bottom line. However, marketers still need to do more to raise awareness of loyalty schemes for this age range as 2/3 of our respondents initially asked “what a loyalty scheme was” but when explained, it was found that 90% were actually signed up in one form or another, with 44% being subscribed to a Supermarket loyalty scheme.

There are a variety of loyalty schemes out there at the moment, and the brands currently getting it right with 18-24 year olds are ASOS A-List with points being awarded with every single purchase and points tallied up every month to see if you have qualified for a voucher. The 16-25 Railcard provides instant savings for holders with the card often paying for itself within 3 to 4 trips. The Nando’s loyalty scheme provides digital access through its app alongside instant gratification with users receiving a “bonus chilli” just for registering, meaning there is only 2 more chillies required to reach the first reward.


Through our research and whitepaper, it is clear that loyalty schemes don’t resonate with the younger generation the way traditional loyalty programmes did years ago. Our findings have highlighted that in order to engage this age group, brands need to ensure that they are online, engaging consumers through a digital platform, offering instant rewards for signing up and building awareness and understanding. Rewards that offer freedom, flexibility and choice work best. Ultimately, the best thing for loyalty marketers to do to engage this hard to reach group, is to get out there, talk to them, understand what they want and then develop solutions that engage them.


What we learnt from attending Nudgestock 2018

What we learnt from attending Nudgestock 2018

News, Thinking

We recently attended Ogilvy’s fascinating festival of behavioural science, which delved deeper into human nature and put the legends of the specialism in the spotlight.

The festival put on a fantastic show with an array of speakers from a multitude of industries and disciplines – from economics to forensic science to internet dating. We took out 4 key lessons for loyalty marketers.

Lesson 1:
“Don’t look for rules – look for patterns. Context is key.”
Rory Sutherland
, Vice-chairman at Ogilvy

Data is influential in everyday marketing but can’t be applied in isolation. Contextual relevance is key to understanding the situations, pressures and feelings of your audience. He explained with an anecdote:

“Once I landed at Gatwick and the pilot said, ‘I’ve got bad news and good news. The bad news is we’re not going to get an air bridge because there’s a plane blocking our gate. The good news is that the bus will take you all the way to passport control, so you won’t have far to walk with your bags.”

It is pivotal to understand how, by showing something in a different context, you can change its desirability, even turn a negative into a positive. He urged marketers to search for behavioural patterns not rules, describing how rules stifle our success. Imagination, combined with data plus contextual relevance, is the key to creating something potent and everlasting.

What loyalty programmes can learn: Good member engagement is heavily reliant on the smart application of creativity, data and contextual relevance. Use all three, not just one in developing your loyalty strategies. For example, in our work with Virgin Red, we used our YouGov audience data to identify a need for a take-away partner from our members. That data told us that Papa John’s was the perfect partner. Creativity and smart application of contextual relevance meant that we developed a series of compelling rewards and offers for members. Offering a free pizza on England match days during the World Cup was the killer combo of data, creativity and contextual relevance in action – a partnership so good it made the news

Lesson 2:
“Understand what the evidence means”

Ruth Morgan, Professor of Crime & Forensics

“We are experts at detecting traces, whether that’s gunshot residue or DNA. But to address this problem of misinterpreted evidence, we need to know what the evidence means.”

This segment focused on the importance of evidence and how it is critical to understand where it is coming from and what it actually means, not what we think it means. Often loyalty marketers lack the ability to decipher what the data they have truly means.

What loyalty programmes can learn: Invest the time and resource to understand what the data actually means. For example,in our recent study with YouGov on “what the British think of Loyalty Programmes”,, we learnt that 39% of 18 to 24-year-olds don’t belong to a loyalty programme. They are far less likely to be members of programmes than older age groups. In order to understand the meaning behind that data, we conducted further primary research. 18-24s are in fact very interested in and engaged by loyalty programmes – but they do not want to carry loyalty cards. So they don’t sign up. They want apps. By offering apps programmes can significantly increase sign-up of 18-24s. This “meaning behind the data” offers great actionable insight for loyalty marketers.

Lesson 3:
“Everyone affects everyone”
Nicholas Christakis – Sol Goldman family professor

If you have Tom, Dick and Harry in a room, whether Dick is friends with Harry, it depends not just on Dick’s genes or on Harry’s genes, but on Tom’s genes.”

The professor highlighted that everyone’s habits affect everyone around them. When focussing on social connections, behavioural research studies suggest that the social effects of people using a product near your social circle can heavily determine your own behaviour. Numerous social studies also highlight that brands which target social groups to share a message can deliver a far higher ROI than those which just push widespread messages. These studies show that tapping into similarity and clustering can significantly amplify messaging effectiveness.

What are the causes of similarity and clustering?

  • Homophily – the tendency of individuals to associate and bond with similar others
  • Induction – where habits can spread from person to person
  • Context – Sharing exposure to a norm in the same environment

Through changing the rules of a social network or community with a number of ‘nudges’ and through connection, contagion and position, loyalty marketers can influence behaviour, change norms and spread messages.

What loyalty programmes can learn: By building communities which interact, share and even gift points or rewards to each other, marketers can improve programme effectiveness.

Lesson 4:
Mark BrooksFounder and president of the internet dating excellence association (IDEA)

People are very eliminatory when it comes to dating profiles. Shorter profiles are better.”

Mark highlighted that simplicity, personalisation and tapping into the sub conscious are essential for success in the dating industry; these same principles should be a core focus for loyalty marketers.

He explained less is more. Shorter dating profiles do much better due to the “halo effect” – which suggests that if the initial opinion of the individual is positive then it is more likely you will see them in a similar light in the future. He also attributed the success of the dating industry to tailored experiences, which always keep the user top of mind and keep them at the heart of the experience. And finally to the industry’s ability to tap into the sub-conscious – using the example of Tinder’s extremely compulsive interface and its revolutionary swipe function – as perfect ways to engage the system one part of the human brain.

What loyalty programmes can learn: Simplicity, personalisation and tapping into the sub conscious should be 3 areas of focus for programmes.

Loyalty programmes have a lot to learn from behavioural science and our day at Nudgestock merely scratched the surface of the opportunity. We are looking forward to finding out more.


4 lessons for loyalty marketers:

  1. Good member engagement is heavily reliant on the smart application of creativity, data and contextual relevance. Use all three, not just one in developing your loyalty strategies.
  2. Invest the time and resource to understand what the data actually means.
  3. By building communities which interact, share and even gift points or rewards to each other, marketers can improve programme effectiveness.
  4. Simplicity, personalisation and tapping into the sub conscious should be 3 areas of focus for programmes.

To find out more about Nudgestock 2018 check out

Our research with YouGov on what the Brits think of loyalty

Our research with YouGov on what the Brits think of loyalty


Presented at The Loyalty Surgery at The Tower of London.

We were incredibly proud of our MD Charlie Hills who shared the highlights from our white paper with YouGov today at The Loyalty Surgery Conference, hosted by Annich McIntosh at the incredible venue of The Tower of London.

Charlie shared the 7 key highlights that we think every loyalty marketer should know:


  1. Brits want loyalty programmes.77% of adults are members of at least one programme, 59% actually think every brand should offer a programme.
  2. Loyalty programmes have a very positive impact on the brands that offer them. 48% of people who are members of programmes say they make them more loyal, 47% spend more, 38% recommend more and 28% feel more emotionally connected. In the words of Tim Mason, the emotional impact level of loyalty programmes on brands is “amazing.”
  3. There are significant variations in membership by age and gender– for example 85% of women are members vs only 70% of men.
  4. Only 64% of 18-24 year olds are programme members and they are motivated by very different types of rewards.
  5. Those over 55 are the most engaged in loyalty programmes, but actually the least loyal.
  6. People want partner rewards more than a brand’s own rewards from programmes.
  7. Most UK adults think they are collectors – who want to save up for higher value rewards.

To see the full speech and find out more about the white paper do get in touch at:

And thank you very much to our amazing partners YouGov, and to the wonderful Loyalty Magazine, for being so supportive of the white paper and our research.

We Won at the Loyalty Magazine Awards!

We Won at the Loyalty Magazine Awards!


We are absolutely thrilled to announce that within our first year we have won the “Best Use of Gamification to Enhance Loyalty in the Loyalty Magazine Awards” with the amazing Virgin Red team.


What’s Virgin Red?

Virgin Red is a loyalty and rewards mobile app which unites the Virgin experience and rewards all Virgin customers across the Group for living a life more Virgin. The premise is simple, the more you engage with the app and gamified elements the more you are rewarded.

We have already cultivated an amazing partnership with Casual Dining Group to create enticing offers from Bella Italia, Café Rouge and Belgo, with many more great restaurants and food partners ready to feature!

To learn more about the heavily gamified app, please see here.


Why we love Gamification

Loyalty programmes worldwide are changing; driven by significant shifts in consumer expectations. Gamification is a proven technique that programmes can use to add pleasure to the customer experience. Through using smart gamification, it encourages members to engage more often, for longer and in greater depth than a traditional earn and burn approach linked to spend.

Find out more on how your brand can engage using gamification here:


We are so excited, proud and thrilled to have won; thanks to the Virgin Red team, everyone at Mando, our amazing partners and everyone who has helped us on our journey.