Gain access to the first ever ANZ B2B loyalty report and discover how leading businesses use incentives to grow sales, retain customers, and stay competitive.
Developed by 212F in partnership with the University of Melbourne, this first-of-its-kind report explores how leading B2B businesses across Australia and New Zealand are using loyalty and incentive programs to increase sales, retain customers, and stay competitive.
The research draws directly from interviews and surveys with B2B decision-makers across major industries, and captures perspectives of those responsible for driving revenue and customer engagement. The study provides a clear picture of how loyalty programs are being used on the ground with emerging trends across industries such as trade, agriculture, IT and automotive, what challenges leaders face, and where budget priorities and investment are heading.
Until now, the ANZ B2B loyalty market has been largely under-researched, with most available insights focused on consumer programs. This study fills that gap by delivering data specific to trade, automotive, agriculture, and IT industries.
Whether you’re reviewing current performance or planning for 2026, the data in this study provides clear benchmarks and actionable insights to support your strategy.
This study was developed in collaboration with the University of Melbourne and led by Dr Alex Belli, Senior Lecturer in Marketing. Dr Belli’s previous research into consumer loyalty has shaped understanding across the B2C sector, and his expertise now extends to the under-researched B2B market.
By combining academic rigor with industry experience, the report provides an evidence-based view of how loyalty and incentive programs are being used across trade, automotive, agriculture, and IT. The partnership ensures the findings are not only credible but also highly practical for businesses looking to grow sales, retain customers, and build stronger engagement strategies.
The findings from the study reveal where businesses are focusing their efforts and how loyalty programs are evolving across ANZ. From budget priorities to the types of rewards that have the strongest impact, the data highlights clear trends shaping the future of B2B loyalty.
Some of the findings include:
You can access the full report here, free of charge. If you’d like more of our thoughts and learnings on B2B loyalty, incentives, travel, and rewards, you can also subscribe to our Insights blog mailing list using the form below.
"*" indicates required fields
