In today’s economic climate, price sensitivity is higher than ever. Consumers are tightening their belts – and marketers are feeling the squeeze too. With rising inflation, reduced discretionary spending and growing competition for attention, the old rules of loyalty no longer apply. So how can brands continue to build meaningful customer relationships when budgets are under pressure? At Ello, we believe that everyday relevance beats one-off gimmicks – especially during a cost-of-living crisis. Loyalty today isn’t about luxury or status. It’s about value, ease, and consistency.
Paul Gosling
18-06-2025
Using open banking insight, we’ve identified the categories where customers are feeling the pinch the most:
And yet – these are also the categories where well-placed rewards can have the biggest impact.
According to Deloitte’s 2024 Consumer Tracker, 82% of UK consumers say value for money is the top reason they remain loyal to a brand. That’s ahead of product quality, convenience, and even customer service.
Now more than ever, customers are looking for small wins: a discount on dinner, money off the weekly shop, or a cheaper cinema night. It’s these micro-moments that build brand affinity and repeat behaviour – especially if they’re easy to access and feel personal.
Brands don’t need to over-engineer loyalty to be effective. In fact, the most successful programmes today are:
✅ Simple – clear offers, no confusing terms
✅ Everyday – relevant across multiple touchpoints in life
✅ Low effort – customers shouldn’t have to jump through hoops to feel rewarded
That’s the thinking behind Ello’s home-grown products like tastecard and Coffee Club – offering tangible savings on everyday experiences like meals out, coffees on the go, pizza delivery, and cinema trips.
By tapping into categories consumers already spend in – and giving them more value – brands can enhance loyalty and drive frequency without inflating costs.
We’re already powering cost-effective loyalty solutions for leading brands in finance, telecoms, insurance and retail. Get in touch if you’d like to explore how everyday rewards could support your acquisition, engagement or retention goals.
Get in touch and speak to one of our experts today.
