How Brands Can Drive Loyalty in a Cost-of-Living Crisis

Using open banking insight, we’ve identified the categories where customers are feeling the pinch the most: 

• Groceries 
• Dining out 
• Mobile and subscriptions 
• Household goods 
• Fuel and travel 

And yet – these are also the categories where well-placed rewards can have the biggest impact. 

Why value-led rewards matter now 

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. 

Loyalty that fits into life 

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. 

Interested in how this works in practice? 

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.