ELA's Loyalty Ebook 2026
KEY THEMES, PRACTICAL INSIGHTS AND ACTIONABLE STRATEGIES FOR LOYALTY PROFESSIONALS HEADING INTO 2026
The ELA™ 2026 Ebook is a clear-eyed look at how loyalty is really evolving across Europe — straight from the brands, practitioners and partners shaping it day to day. Built from a year of ELA™ HUB meetings, virtual toolkits, research, community conversations and TBH Loyalty™ series of events, this is not theory or hype. It’s a practical snapshot of what’s working, what’s broken, and what’s coming next. From AI and personalisation to programme design, partnerships and cultural nuance across markets, this ebook captures the conversations loyalty leaders are actually having — and the decisions they’re making right now.
This year’s ELA™ 2026 Ebook is supported by Braze, a long-standing Founding Partner of the ELA™, who help brands across Europe navigate customer engagement, personalisation and loyalty at scale.
Braze supports many ELA™ members as they rethink how they connect with customers across channels — helping teams move beyond volume-driven messaging towards relevance, respect and long-term value. Their sponsorship helps make this independent, practitioner-led insight possible.
This ebook is independently curated by The ELA™ and supported in its production and distribution by Braze, without editorial influence.
Celebrating the ELA™'s third year, some examples of content include
What loyalty looks like across Europe
Regional snapshots from the UK, Germany, the Netherlands and the Nordics — revealing how customer expectations, investment priorities and loyalty maturity differ by market, culture and category.
Designing loyalty for humans and machines
Insights on AI, agentic commerce, data, personalisation and emotional loyalty — including where brands are experimenting, where they’re cautious, and what the next phase of loyalty will demand.
Real challenges, real decisions
Unfiltered insight from ELA™ members on CRM platforms, frequency capping, program economics, partnerships and internal buy-in — plus what brands are doing now to move faster and smarter.
The Global Customer Loyalty Report 2025 was built on survey data
from over 2,600 CMOs and loyalty experts worldwide, who shared
insights on how the loyalty landscape will change.
Additionally, you’ll gain valuable insights into customer behavior trends and identify key success
factors in loyalty programs, all backed by research from over 230 million loyalty member actions, and
10,000 consumers (loyalty program end users) worldwide.
