We're delighted to have contributed to the latest white paper from Mando and YouGov, What the British Want from Loyalty 5.0, sharing our insights into what really matters when it comes to getting B2B loyalty right. 

The research explores the changing expectations of loyalty programme members, from gamification and engagement to strategic partnerships, behavioural science and sustainability. And while much of the conversation around loyalty focuses on consumers, we were pleased to bring a B2B perspective to the discussion. 

Our Sales & Marketing Director, Laura Lloyd, and Commercial Director and Co-Founder, Mark Maclure, shared their expertise on the complexities of B2B loyalty and why successful programmes need to deliver value for both the business and the individuals behind it. 

As Laura explains, while B2B and B2C loyalty share many of the same principles, B2B relationships are often more complex. The people making purchasing decisions, influencing product choices and participating in loyalty programmes aren't always the same, which makes understanding the entire customer relationship so important. 

Our contribution explores four key differences between B2B and B2C loyalty, alongside real-world examples of programmes that are successfully combining rewards, recognition and practical business benefits to drive meaningful engagement and commercial growth. 

For us, effective B2B loyalty comes down to three things: knowing the person, understanding the commercial opportunity and helping the customer's business succeed. 

It's fantastic to see B2B loyalty represented in this wider industry conversation, and we're proud to have shared our experience alongside so many other loyalty experts. 

Read the full report here.