With rising prices and global competition for key ingredients intensifying amid ongoing tariff uncertainty, retailers and brands are under pressure to manage costs, while staying relevant to value-conscious shoppers. Loyalty programmes are becoming an essential tool, not just for retention, but for delivering meaningful value to consumers beyond the transaction. Knowing where and how to deploy loyalty promotions is now critical, requiring close monitoring and benchmarking across competitors to unlock strategic advantage in a volatile retail environment.
As global economic conditions tighten and consumer behaviour shifts, loyalty programmes across regions are being reimagined to stay relevant and resilient.
The Loyalty Summit in London (4-6 June) revealed just how far loyalty strategy has evolved – and how fast it must continue to.
In a volatile, tariff-disrupted market with pressured consumer spending and declining sales, companies are rethinking how to diversify and grow revenue – placing renewed focus on paid subscriptions within loyalty programmes.
Retailers’ constant experimentation with new concepts and formats helps to lay the groundwork for the industry’s future. In 2025, one of the most important areas of innovation in retail formats – new digital interfaces – focuses on the online realm. Another – experiential retail – focuses on the offline. This emphasis on both the digital and experiential dimensions of shopping underscores the strategic role that new concepts are playing in shaping the retail industry’s evolution.
Consumer expectations are shifting and new technologies are emerging, making the cost of inaction increasingly significant. Businesses must reassess their strategic actions to future-proof their loyalty programs. By embracing high-impact trends driven by innovation and consumer-centric approaches, brands can differentiate themselves from the competition and ensure long-term success. This piece discusses the seven key areas players are pursuing to improve and enhance loyalty programmes.