Distribution of loyalty marketing spending among companies in Italy 2018

In 2018, the non-food retail was the industry spending the most in loyalty marketing in Italy. The results of a survey conducted among companies showed that 33 percent of the marketing budget in this industry was spent in loyalty programs and campaigns aimed at monitoring and giving value to the relationship with existing customers. Additionally, companies in the non-food sector allocated a further 25 percent of their own marketing budget for specific projects addressed to a smaller number of customers considered particularly relevant for loyalty programs.

Distribution of loyalty marketing spending among companies in Italy in 2018, by industry

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Release date

June 2019



Survey time period

H2 2018

Number of respondents

363 respondents

Special properties

196 loyalty services providers and 167 companies using loyalty services for their customers

Method of interview


Supplementary notes

Non-loyalty marketing: market research, financial modelling, program designs.
Loyalty marketing: loyalty programs for customers.
Customized loyalty marketing: communications to specific customers through online and offline channels, marketing campaign management.

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