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
196 loyalty services providers and 167 companies using loyalty services for their customers
Method of interview
Questionnaire
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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Osservatorio Fedeltà. (June 3, 2019). Distribution of loyalty marketing spending among companies in Italy in 2018, by industry [Graph]. In Statista. Retrieved February 03, 2025, from https://www.statista.com/statistics/629962/loyalty-marketing-budget-distribution-in-italy/?__sso_cookie_checker=failed
Osservatorio Fedeltà. "Distribution of loyalty marketing spending among companies in Italy in 2018, by industry." Chart. June 3, 2019. Statista. Accessed February 03, 2025. https://www.statista.com/statistics/629962/loyalty-marketing-budget-distribution-in-italy/?__sso_cookie_checker=failed
Osservatorio Fedeltà. (2019). Distribution of loyalty marketing spending among companies in Italy in 2018, by industry. Statista. Statista Inc.. Accessed: February 03, 2025. https://www.statista.com/statistics/629962/loyalty-marketing-budget-distribution-in-italy/?__sso_cookie_checker=failed
Osservatorio Fedeltà. "Distribution of Loyalty Marketing Spending among Companies in Italy in 2018, by Industry." Statista, Statista Inc., 3 Jun 2019, https://www.statista.com/statistics/629962/loyalty-marketing-budget-distribution-in-italy/?__sso_cookie_checker=failed
Osservatorio Fedeltà, Distribution of loyalty marketing spending among companies in Italy in 2018, by industry Statista, https://www.statista.com/statistics/629962/loyalty-marketing-budget-distribution-in-italy/?__sso_cookie_checker=failed (last visited February 03, 2025)
Distribution of loyalty marketing spending among companies in Italy in 2018, by industry [Graph], Osservatorio Fedeltà, June 3, 2019. [Online]. Available: https://www.statista.com/statistics/629962/loyalty-marketing-budget-distribution-in-italy/?__sso_cookie_checker=failed
