The latest German Customer Loyalty Ranking 2024 by market research company YouGov in collaboration with the Handelsblatt newspaper reveals the rising stars of the year in terms of customer loyalty across 33 categories. Sport 2000 came out on top in the overall ranking with an increase of 12.8 percentage points from 2022 to 2023 and landed in first place: compared to 2022, Sport 2000 customers were the most likely to continue considering their brand in 2023.
Logistics company Trans-o-flex came in 2nd place with an increase in customer loyalty of 11.6 percentage points, while French tire manufacturer Michelin came in 3rd place with an increase of 11.4 percentage points. The ranking is based on representative population data from the YouGov BrandIndex brand monitor.
Top 10 improvers in terms of customer loyalty in 2024
The electronic payment company Paysafecard secured 4th place in the ranking with an 11.3 percentage point increase in loyalty compared to 2022. The German furniture retailer Porta achieved 5th place with an increase of 11.1 percentage points. The second part of the top 10 is led by the airline Qatar Airways in 6th place with a 10.9 percentage point increase, followed by the online bank C24 (10.7 percentage point increase) in 7th place, the hotel chain Marriott (10.7 percentage point increase) in 8th place and the online marketplace Refurbed in 9th place (10.3 percentage point increase). Finally, the fashion brand Miamoda landed in 10th place with an increase of 10.3 percentage points.
33 product categories
The 2024 ranking comprises 33 product categories from the sectors of banking & insurance, fast-moving consumer goods, leisure & entertainment, retail, mobility & tourism, technology & electronics, automotive, health & pharmaceuticals and service providers. The top 5 brands in a product category can obtain a communication seal via Handelsblatt.
Methodology
The results of the Customer Loyalty Ranking 2024 are based on more than 900,000 online interviews that YouGov conducted daily for the YouGov BrandIndex in the period from Jan. 1 to Dec. 31, 2023, compared to the same period in the previous year, from Jan. 1 to Dec. 31, 2022, representative of the German population aged 18 and over. To determine the customer loyalty of a brand, survey participants were asked the following question: “The next time you buy a product (in the respective category), which of the following brands would you consider?” (Consideration). The result shown for each brand corresponds to the percentage share of the selected brands among current customers. For this ranking, YouGov only considers those brands that have at least 150 customers according to the results among the population aged 18 and over and are still actively surveyed in the tracking.
