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.
Our ANZ B2B Loyalty Report reveals that while 85% of businesses participate in loyalty programs, only a fraction of those programs are considered high-performing. This highlights a significant opportunity for businesses to gain a competitive advantage by investing in a more strategic approach to customer retention.
High-performing B2B loyalty programs are actively managed and focus on building deep, emotional connections, resulting in members being 77% more likely to choose that brand over a competitor. In contrast, low-performing programs often take a “set and forget” approach, which fails to drive meaningful engagement or ROI.
The report shows that B2B customers with longer tenure are not automatically more loyal, as satisfaction can often stagnate over time. A proactive and managed B2B loyalty program is essential for keeping long-term partners engaged and preventing competitor takeover.
While rewards are important, our ANZ B2B Loyalty Report found that a strong relationship and emotional connection are the most powerful drivers of true customer loyalty. The best programs use rewards as a tool to build this connection, rather than just as a transactional incentive.
The biggest opportunity is to move from a passive, “set and forget” program to an actively managed B2B loyalty strategy that focuses on engagement. Doing so allows you to capture greater share of wallet and turn your program into a significant, measurable profit centre for your business.
Got questions about B2B incentive & loyalty programs, reward options or travel incentive & events ideas?
No question is too big or too small. We’d love to help you, whether that’s a potential B2B loyalty program design or a delivery of an engaging reward option. Give us a call or fill out the form below and we’ll be in touch soon.
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