Since 2020, the Loyalty Program Trends Report has delved into the dynamic area of loyalty marketing across diverse domains.
Now, we continue exploring critical obstacles, unfolding trends, investment focal points, and the loyalty aspirations outlined by our participants by offering an unfiltered insight into the trajectory of loyalty in 2025 and beyond.
Our pool of respondents comprises 200+ adept customer loyalty professionals spanning the globe and representing myriad industries.
The 2025 report provides you with 72 easy-to-digest pages with answers to the top customer loyalty trends and questions such as:
The report starts out by looking at the most common answers to the above questions, accompanied by a comparison between this year's results and those obtained last year.
The second part shows commentary from loyalty experts, elaborating on their chosen goals, predictions, and challenges for the future of the loyalty industry.
Read the full report to learn more.
As with earlier editions of the report, we conducted thorough interviews with the loyalty industry's top experts. As a result, the report boasts responses from 200+ loyalty professionals working in-house, independently, and at agencies all over the world.
The shared industry experience of our customer loyalty trends respondents covers companies such as Kaufland, Decathlon, Loyalty Reward Co, MAF, Stratlx, VFC, Deltin, Nedbank, Vision Express, Virgin Active, Denmark Street Marketing, Broetje, QBF Consulting, Kubismart, TLC Marketing, Krigga, Salomon, Smart Insight, Deloitte, Carrefour, Dormeo Home, Medicover, Mitera Health, CC Panama, Curamando, Bergner Europe, and many more.
Looking ahead to 2025, brands are rethinking how they build allegiance, focusing on creating real connections instead of just stacking rewards points. This year's report highlights shifts like a big push for personalization, smarter use of automation, and a commitment to sustainable practices. Brands are moving away from quick wins, aiming instead for strategies that foster long-term attachment and resonate with what shoppers genuinely value.
Sound like something you're doing now or want to implement soon? Keep reading to explore the challenges, trends, and investments shaping the future of customer loyalty.
Unlock the top challenges facing loyalty schemes in 2025. As brands push for deeper customer connections, they also encounter rising complexities. In an era where personalization and a data-driven approach are critical, nearly 40% of marketers report challenges in balancing privacy compliance with delivering meaningful experiences. The stakes are high: new regulations mean that customer data must be handled with care, but loyal customers still expect seamless, tailored interactions.
Another big hurdle? Demonstrating ROI. With budgets tightening, 45% of loyalty professionals are under pressure to prove the financial value of their programs. The report dives into how top brands are making the case for loyalty investments, shifting focus from traditional revenue metrics to indicators like Customer Lifetime Value and retention rates.
Download the full report to discover more about the obstacles shaping the loyalty landscape and how industry leaders are navigating them.
Curious about where brands are putting their loyalty dollars in 2025? The Loyalty Program Trends 2025 report reveals the important areas of investment that will drive the next generation of customer loyalty.
Personalization tops the list, with 58% of brands prioritizing it as their #1 area to increase customer engagement and retention. Loyalty programs are also getting a boost, as nearly 50% of businesses plan to roll out new features, moving beyond points-based rewards to create more meaningful, customer-centered experiences.
Additionally, many brands are exploring the benefits of a premium loyalty program, which offers immediate loyalty rewards and exclusive perks to paying members.
Automation is another game-changer. With over 30% of brands investing in automation, loyalty programs can deliver personalized offerings and communications at scale, optimizing each interaction in real time. Partnerships are also heating up: 32% of brands are exploring collaborations to offer unique, cross-brand exclusive benefits, expanding reach, and enriching customer loyalty options.
Want to know more about where brands are investing to stay ahead? Download the full report.
The graph below shows the importance of the top customer loyalty trends from two angles: the biggest impact on customer marketing over the next 2-3 years, and trends with the biggest urgency in terms of investment in 2025.
At the top of the list? Gamification and experience-based rewards, both highlighted by over 45% of respondents as game-changers. These trends point toward a shift from transactional loyalty to engagement-driven customer interactions.
Data-driven tools like predictive analytics and marketing automation also make the cut, showing up as critical investments to meet customer expectations for seamless, tailored experiences. And, with 31% of brands placing high importance on partnership marketing, loyalty programs are expanding into cross-brand collaborations, amplifying reach and rewards.
Curious to see which loyalty trends or consumer preferences you should prioritize? Download the full report to explore the matrix and get actionable insights for building a premium loyalty program that's future-ready.
Global CRM Lifecycle Lead at Shell
In 2025, one big challenge in loyalty marketing will be creating personalized experiences for each customer without overwhelming them and the loyalty teams. People expect brands to know their preferences and deliver relevant offers, but doing this on a large scale can be tricky. AI and machine learning will be a must in analyzing customer data, but we need to find the right balance between personalization and respecting privacy, especially with stricter data protection laws.
The answers to this question often feel repetitive, emphasizing personalization, emotional connections, and omnichannel experiences year after year. Many brands stick to the same strategies, repackaging old ideas without pushing loyalty's boundaries. This "sameness" stems from risk aversion. Brands cling to familiar tactics like points, discounts, and basic personalization, fearing customer loss or financial impact. While AI and data are hailed as game-changers, most companies use them predictably – making minor improvements instead of truly transforming the customer experience. The real problem is overly transactional loyalty programs that fail to foster genuine, lasting connections. Without bold, innovative approaches – like shared values, radical experiences, or abandoning the points model – brands risk losing relevance.
Loyalty and customer engagement consultant at New World Loyalty
The overall customer experience increasingly drives loyalty, not just reward mechanics. While incentives remain crucial, they only work if the preceding marketing message is relevant, the client is recognized in-store, and benefits tied to their status and purchase history are automatically available. For instance, special pricing or information about a product they viewed online is available in-store for them to try on.
Within loyalty programs themselves, the key will be proving that they may generate similar results as discounts at way lower costs, personalization (of promotions and rewards), mobile experiences (leveraging gamification, AI, and VR), instant rewarding (focusing on surprise & delight or challenges over traditional point accumulation), innovative uses of the subscription economy, and increasingly strategic partnerships.
The full Loyalty Program Trends 2025 report includes 20 additional interviews. Get your copy now!
The Loyalty Program Trends 2025 report highlights the industry leaders in loyalty innovation, from premium perks to personalized engagement strategies. Top names like Amazon Prime, Starbucks Rewards, and Sephora Beauty Insider consistently rank among the best, with programs that go beyond standard rewards to deliver high-value experiences tailored to lifestyles.
What sets these programs apart?
Each offers unique benefits, from exclusive access and birthday rewards to early-bird sales and VIP-only events. The report also reveals how premium programs are driving loyalty in sectors like travel and retail, where memberships are designed to fit seamlessly into customers' everyday routines, making loyalty feel like an essential benefit, not an add-on.
Customer loyalty program trends refer to the shifting behaviors, consumer preferences, and expectations that influence how people interact with brands and make purchasing decisions. These trends can be shaped by factors like technology, economic conditions, and social changes, and they impact what people value in products, services, and brand relationships.
Understanding customer trends helps companies adapt their business strategy to meet evolving demands, build stronger connections, and deliver more relevant and personalized experiences.
Schemes in 2025 are all about personalization and creating deeper connections with loyalty members. People want more than just loyalty points and discounts – they're looking for experiences that feel special and tailored to them.
We're seeing brands use AI and customer data to offer real-time, personalized rewards and seamless experiences across both online and physical stores.
Gamification is becoming a fun way to keep clients engaged, and there's also a bigger focus on sustainability, with eco-friendly rewards gaining popularity. All this is done while keeping privacy and trust as top priorities.
In 2025, consumers are expecting more personalization in their interactions with brands – they want companies to really understand their preferences and offer experiences that reflect that.
Sustainability is also huge, with more people choosing brands that align with eco-friendly values.
The line between online and in-store shopping is blurring, as consumers want the convenience of switching between channels seamlessly.
Privacy is still a big concern, so people are more cautious about how customer data is used. And finally, there's a shift toward valuing unique experiences over just buying products, which is influencing how brands engage with their clients.
The four key consumer patterns typically include the following:
These behaviors help brands like yours understand what drives their consumers and how to keep them turning back.
The Loyalty Program Trends 2025 report is packed with first-party data on what's shaping customer loyalty strategies worldwide. Here's a quick peek: 60% of brands are prioritizing Customer Lifetime Value (CLV) as a top metric, signaling a shift from short-term transactions to long-term loyalty. Retention is on the rise too, with 38% of companies focusing on reducing churn and increasing purchase frequency, recognizing that keeping existing customer base engaged is more sustainable – and profitable – than chasing new ones.
The report also highlights a sharp focus on personalization, with 58% of businesses investing in tailored approaches and 31% leveraging automation to scale these efforts effectively. Gamification is growing fast, reaching a 43% adoption rate as brands seek to create more engaging, interactive loyalty experiences.
Read more statistics by downloading the Loyalty Program Trends 2025 report.
Absolutely! According to the Loyalty Program Trends 2025 report, the answer is a resounding yes. Nearly 70% of brands report increased customer engagement thanks to their loyalty initiatives, while 58% see a boost in repeat purchases – clear indicators that customer loyalty programs are fostering deeper connections.
Personalization is proving its worth, too, with over 40% of loyalty schemes achieving higher redemption rates by tailoring rewards to individual preferences. And it's not just about transactions – 32% of brands report that programs raise brand advocacy, with clients more likely to refer friends and share positive impressions.
Download the Loyalty Program Trends 2025 report to discover more stats.
Loyalty isn't just about repeat purchases since various factors influence it. The four dimensions of loyalty help explain the different ways people can connect with a brand:
Understanding these dimensions helps brands cater to both the head and heart of their clients, creating more meaningful relationships.
Not all loyalty looks the same – people can engage with brands in different ways based on their level of attachment and satisfaction. The four types of loyalty highlight these varying degrees of commitment:
Brand loyalty is in a state of evolution rather than outright increase or decrease. While loyalty remains strong for many consumers, there is a growing trend toward brand switching, especially as inflation and economic uncertainty make people more price-conscious.
In fact, research shows that 68% of consumers have had their spending affected by rising costs, leading them to seek better deals. However, loyalty programs that offer real value, such as cashback and personalized rewards, are helping brands retain their clients. Loyalty isn't dead, but brands need to work harder to maintain it.
Several factors contribute to whether people stay loyal to a brand, but three core ones are:
1. Customer experience
How a brand makes clients feel throughout their journey – from purchasing to post-sale support – has a big impact on loyalty. A positive, seamless experience increases the likelihood of shoppers returning.
2. Personalization
Brands that tailor their offerings and communications to individual preferences tend to foster stronger loyalty. People appreciate brands that "get" them and offer relevant rewards, products, or services.
3. Quality and consistency
If a brand consistently delivers high-quality products or services, people are more likely to develop trust and loyalty over time. Reliability plays a big role in keeping customers from exploring alternatives.
When evaluating brand allegiance, here are some common questions businesses or researchers might ask to understand customer commitment:
These questions may help you assess how strong your customer loyalty is and identify areas for improvement.
As customer behavior evolves, loyalty remains a crucial focus for brands heading into 2025. Let's look at some key statistics from recent research, combined with insights from our report:
Customer engagement in loyalty stats:
How many loyalty programs does the average person belong to? On average, U.S. consumers belong to about 16.7 loyalty programs, but they actively engage with 6-7 programs. This highlights that while many consumers sign up for multiple programs, only a select few manage to capture consistent attention.
Increased spending through loyalty stats:
Almost 64% of loyalty program members spend more to maximize their rewards, with that number jumping to 60% for those in paid loyalty programs. Paid programs appear to drive more outstanding commitment, with consumers more likely to spend on a brand over competitors.
Loyalty personalization stats:
As revealed in the report, 57% of brands are focusing on personalization in their loyalty strategies, whether through tailored rewards or customized communication. Personalization helps brands deliver relevant offers, which, in turn, boosts loyalty and customer retention.
Gamification & experience-based rewards stats:
One of the major trends shaping the loyalty landscape is gamification, with 45% of brands planning to invest in game-like mechanics to enhance engagement. Meanwhile, 34% of respondents are focusing on experience-based rewards, reflecting a shift toward offering memorable, personalized customer interactions over traditional points and discounts.
Read more statistics by downloading the Loyalty Program Trends 2025 report.
The Loyalty Program Trends 2025 report is filled with expert insights and data-driven predictions, offering brands the guidance they need to craft schemes that are sustainable, resilient, and ready for the future. We dive into the loyalty strategies that are set to reshape customer stickiness in the near future.
One of the standout shifts is towards gamification and AI-driven personalization. These tools definitely transform loyalty programs from simple transactions into engaging, memorable touchpoints that customers actually look forward to. Imagine loyalty programs that anticipate your clients' needs, offering them rewards and elements that resonate on a personal level. That's what we're talking about!
Looking ahead to 2025, top brands will lean into seamless omnichannel experiences and predictive analytics to deliver real-time, tailored offers for each unique journey. By using consumer data, customer loyalty programs are set to foster a deep, emotional connection with clients that goes far beyond just a purchase.
So, what will be your customer loyalty trend that you'll focus on in the coming year?
The power to shape customer loyalty in 2025 is in your hands – let's see how you'll make the mark with your loyalty strategy!
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