{"id":20097,"date":"2025-06-13T09:56:16","date_gmt":"2025-06-13T08:56:16","guid":{"rendered":"https:\/\/www.vccp.com\/uk\/?post_type=news&#038;p=20097"},"modified":"2025-06-13T09:56:16","modified_gmt":"2025-06-13T08:56:16","slug":"integrated-loyalty-drives-8x-retention-and-50-more-revenue","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/uk\/news\/2025\/jun\/integrated-loyalty-drives-8x-retention-and-50-more-revenue","title":{"rendered":"Integrated loyalty drives 8x retention and 50% more revenue"},"content":{"rendered":"<div class=\"lazyblock-two-column-text-quote-image-Z1bCI33 wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p><span style=\"font-weight: 400\">A groundbreaking new report from global integrated creative agency <\/span><b>VCCP<\/b><span style=\"font-weight: 400\">, in partnership with the <\/span><b>Data and Marketing Association UK (DMA)<\/b><span style=\"font-weight: 400\">, reveals that loyalty and CRM programmes &#8211; when integrated with broader brand communications &#8211; can deliver substantial business value across both short- and long-term horizons.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Titled <\/span><i><span style=\"font-weight: 400\">The Long &amp; Short of Loyalty<\/span><\/i><span style=\"font-weight: 400\">, the report analyses over 1,700 campaigns from the <\/span><i><span style=\"font-weight: 400\">DMA Effectiveness Databank<\/span><\/i><span style=\"font-weight: 400\">, identifying a distinct group of high-performing brands &#8211; dubbed those with the <\/span><i><span style=\"font-weight: 400\">Loyalty X Factor<\/span><\/i><span style=\"font-weight: 400\">. These are the brands that have embedded loyalty at the heart of their strategy, creating a multiplier effect across acquisition, retention, brand equity and revenue growth.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Compared to average campaigns, brands with integrated loyalty strategies are:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>8x more likely<\/b><span style=\"font-weight: 400\"> to drive long-term customer retention<\/span><\/li>\n<li style=\"font-weight: 400\"><b>80% more likely<\/b><span style=\"font-weight: 400\"> to acquire new customers<\/span><\/li>\n<li style=\"font-weight: 400\"><b>50% more likely<\/b><span style=\"font-weight: 400\"> to deliver revenue uplift<\/span><\/li>\n<li style=\"font-weight: 400\"><b>3.5x more likely<\/b><span style=\"font-weight: 400\"> to increase average order value<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">Despite this, many brands still treat loyalty as a siloed function &#8211; often managed separately from brand communications. This disconnect, the study finds, can undermine loyalty effectiveness and damage the customer experience.<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u201cThe big message here is that loyalty isn\u2019t just about points and promotions &#8211; it\u2019s about brand integration,\u201d said <\/span><b>Ellie Gauci<\/b><span style=\"font-weight: 400\">, <\/span><b>Head of Strategy, Loyalty &amp; CRM<\/b><span style=\"font-weight: 400\"> at <\/span><b>VCCP<\/b><span style=\"font-weight: 400\">. \u201cBrands that build loyalty into the brand ecosystem &#8211; leveraging loyalty data, joining up with every customer touchpoint, and thinking of it as a contributor to compound creativity &#8211; consistently outperform. It\u2019s time we reframe loyalty as a long-term distinctive brand asset, not a short-term tactical tool.\u201d<\/span><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><span style=\"font-weight: 400\">Produced in collaboration with customer experience specialists <\/span><b>TAP CXM, <\/b><a href=\"https:\/\/wearebernadette.co\/\"><b>Bernadette<\/b><\/a><span style=\"font-weight: 400\"> and behavioural science experts <\/span><a href=\"https:\/\/www.cowryconsulting.com\/\"><b>Cowry Consulting<\/b><\/a><span style=\"font-weight: 400\">, the report combines quantitative analysis with behavioural insight to reveal why loyalty works in this way. It introduces a new three-part model for brand-building loyalty:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>Superior Proposition<\/b><span style=\"font-weight: 400\"> &#8211; aligning loyalty with brand purpose and identity<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Superior Intelligence<\/b><span style=\"font-weight: 400\"> &#8211; using behavioural science to build emotional credit<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Superior Experience<\/b><span style=\"font-weight: 400\"> &#8211; delivering seamless, personalised brand moments across channels<\/span><\/li>\n<\/ul>\n<p><b>Ian Gibbs<\/b><span style=\"font-weight: 400\">, <\/span><b>Data and Insight Director<\/b><span style=\"font-weight: 400\"> at the <\/span><b>DMA<\/b><span style=\"font-weight: 400\">, said: \u201cOur research shows that brands are missing a trick if they only think of their loyalty data as a tool for retention. It can help grow their customer base too through its usage in short-term acquisition activity, but perhaps more importantly through its powerful brand and advocacy effects. In fact there has been a huge \u2018short to long term\u2019 pivot for loyalty-centric campaigns since 2022, with the number of brand effects recorded tripling in size.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u201cFor <\/span><b>LEGO<\/b><span style=\"font-weight: 400\">, loyalty is about building relationships that last &#8211; through emotional connection and shared values,\u201d said <\/span><b>Ed Grimseys<\/b><span style=\"font-weight: 400\">, <\/span><b>D2C Director<\/b><span style=\"font-weight: 400\"> at <\/span><b>VCCP<\/b><span style=\"font-weight: 400\"> client company <\/span><b>LEGO<\/b><span style=\"font-weight: 400\"> and panellist at the report launch. \u201cWe\u2019ve seen that when loyalty is truly integrated with brand, it becomes a driver of creativity, advocacy, and long-term growth.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400\">The report is the latest publication in <\/span><b>VCCP<\/b><span style=\"font-weight: 400\">\u2019s <\/span><i><span style=\"font-weight: 400\">Challenger Series<\/span><\/i><span style=\"font-weight: 400\"> and was officially launched at an event featuring speakers from <\/span><b>VCCP<\/b><span style=\"font-weight: 400\">, <\/span><b>DMA<\/b><span style=\"font-weight: 400\">,<\/span><b> LEGO<\/b><span style=\"font-weight: 400\">, <\/span><b>TAP CXM<\/b><span style=\"font-weight: 400\"> and <\/span><b>Cowry Consulting<\/b><span style=\"font-weight: 400\">.<\/span><\/p>\n<p><b>Read the full report <\/b><a href=\"https:\/\/pages.vccp.com\/vccp-the-long-and-short-of-loyalty-report\"><b>The Long and Short of Loyalty<\/b><\/a><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-ZhlMgj wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        The big message here is that loyalty isn\u2019t just about points and promotions &#8211; it\u2019s about brand integration. \n        <cite>Ellie Gauci, Head of Strategy, Loyalty &amp; CRM <\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":66,"template":"","categories":[191],"class_list":["post-20097","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"author":false,"capability_ids":["19436"],"client_id":"","hero_video":"","hero_image":{"ID":20098,"id":20098,"title":"The Long and Short of Loyalty","filename":"The-Long-and-the-Short-of-Loyalty.jpg","filesize":39339,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/06\/The-Long-and-the-Short-of-Loyalty.jpg","link":"https:\/\/www.vccp.com\/uk\/news\/2025\/jun\/integrated-loyalty-drives-8x-retention-and-50-more-revenue\/attachment\/the-long-and-the-short-of-loyalty","alt":"A girl and bear standing on an infinite loop symbolising the benefit of brand and loyalty","author":"66","description":"The Long and Short of Loyalty","caption":"","name":"the-long-and-the-short-of-loyalty","status":"inherit","uploaded_to":20097,"date":"2025-06-13 08:50:35","modified":"2025-06-13 08:52:58","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1132,"height":637,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/06\/The-Long-and-the-Short-of-Loyalty-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/06\/The-Long-and-the-Short-of-Loyalty-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/06\/The-Long-and-the-Short-of-Loyalty-768x432.jpg","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/06\/The-Long-and-the-Short-of-Loyalty-1024x576.jpg","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/06\/The-Long-and-the-Short-of-Loyalty.jpg","1536x1536-width":1132,"1536x1536-height":637,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/06\/The-Long-and-the-Short-of-Loyalty.jpg","2048x2048-width":1132,"2048x2048-height":637,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/06\/The-Long-and-the-Short-of-Loyalty.jpg","Header-width":1132,"Header-height":637,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/06\/The-Long-and-the-Short-of-Loyalty.jpg","Wide-width":1132,"Wide-height":637,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/06\/The-Long-and-the-Short-of-Loyalty-768x637.jpg","Square-width":768,"Square-height":637,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/06\/The-Long-and-the-Short-of-Loyalty-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/06\/The-Long-and-the-Short-of-Loyalty-768x637.jpg","Mobile-width":768,"Mobile-height":637,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/06\/The-Long-and-the-Short-of-Loyalty-1132x630.jpg","Facebook-width":1132,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/06\/The-Long-and-the-Short-of-Loyalty-768x637.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":637,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/06\/The-Long-and-the-Short-of-Loyalty-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/06\/The-Long-and-the-Short-of-Loyalty-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"VCCP and DMA Report: Integrated Loyalty Drives 8x Retention &amp; 50% Revenue Uplift","meta-description":"Discover how integrated loyalty and CRM strategies boost customer retention, acquisition, and revenue in VCCP and the DMA\u2019s new report, The Long &amp; Short of Loyalty.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/06\/The-Long-and-the-Short-of-Loyalty.jpg","news_id":"191","related_content_title":"You may also like","relateditems":false,"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/news\/20097","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/news"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/news"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/66"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=20097"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/categories?post=20097"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}