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.
