About this episode

This episode explores the findings of the Understanding Loyalty in Europe 4.0 white paper, discussing loyalty across 24 European markets and the emotional connection to loyalty programs.

The World’s Largest Loyalty Programs™ research report from Let’s Talk Loyalty is now available. Download it by subscribing to our newsletter on the World’s Largest Loyalty Programs™ now. --------------- This episode is available in audio format on the Let’s Talk Loyalty podcast and in video format on www.Loyalty.TV . In this episode, we unpack the fourth edition of the Understanding Loyalty in Europe 4.0 white paper — exploring what it reveals about loyalty across 24 European markets and what it means for brands today. Our guests are Charlie Hills , Chief Strategy Officer, and James Davies , Strategy Director at Mando Together with YouGov, they’ve built a longitudinal view of loyalty across Europe, using a consistent loyalty gauge measuring programme membership, appeal, and impact. The conversation centres on a key tension highlighted in the research: participation in loyalty programmes is widespread, yet emotional connection remains limited. We explore what sits behind this gap, and how it varies across markets. A core takeaway from the white paper is that there is no single European loyalty strategy — only different levels of maturity shaped by local context. We discuss what…

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