The Transformation of Customer Loyalty: A Pan-Industry View

January 2024

In a time of uncertainty, brands must ensure that the value proposition provided by their loyalty schemes is firmly aligned with customer needs, priorities and expectations, continuously refined and adapted to withstand disruption and changing market conditions. This report explores how loyalty programmes are evolving across key industries worldwide.

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Key Findings

Lifestyle loyalty schemes

Creating lifestyle loyalty programmes has become an essential focus for brands across different industries by rewarding actions rather than purchases. They aim to become part of the everyday lives of their consumers, incentivising wellness and wellbeing behaviours, delivering utility as well as innovative but highly personalised benefits. By forming relevant partnerships and delivering more choices for members with the help of these schemes, brands are able to stand out from the crowd and remain relevant.

Elevating value proposition vital more than ever

As consumers become savvier, they seek to gain more added value from their regular purchases and from their membership participation. This is forcing brands to adapt and deliver wide-ranging rewards offerings, more prestigious membership status, enjoyable experiences, and personalised services.

Communities and co-creation in huge demand

Building a brand community as part of the loyalty programmes is imperative for deepening the customer engagement, supporting peer-to-peer interaction and social impact initiatives, creating more lasting relationships with members and ultimately accessing vital feedback and information about the brand’s customer base. Brand communities are the perfect platform for product and marketing co-creation with the business, which further entices more innovation as well as loyal and top-spending consumers.

Innovation and technology revive stale legacy structures

In a time of technological disruption and innovation, customer loyalty is changing. Companies are embracing new business models to expand the potential of loyalty schemes, ensure borderless reach and deliver new incentives. With digitalisation extending its reach, using mobile strategies to drive loyalty is essential, and in turn offers a direct connection to the customer.

 

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Scope
Key Takeaways
Exploring customer loyalty
Drivers of customer loyalty
Capitalising on the power of mobile growth
Experiences high on the agenda for loyalty programmes to help drive added value
Grocery retail brands: lead the way for global loyalty programmes
Loyalty programmes more important than ever
Designing loyalty p rogrammes: key c onsiderations for businesses
The core principles of effective loyalty programmes
Beauty loyalty programmes are most influential in colour cosmetics and among Millennials
Fluctuations in subscription box demand and direct selling salesforce are major challenges
BeautyCounter builds loyalty through ingredient safety positioning, “clean beauty” mission
Bubble builds loyalty through app frequented by Generation Z and co-creation approach
Bond over shared ethos, co-create with younger consumers, and build community in beauty
Elevating customer loyalty through value-driven rewards and exclusivity across luxury
Leveraging digital platforms for loyalty programmes across luxury is essential
Building emotional loyalty and nurturing brand advocates is pathway for future consumers
YSL Beauty: Nurturing exclusivity with NFT loyalty approach to connect better with Gen Z
Luxury department store Liberty London gives its loyalty members more bang for their buck
Fusing exclusivity, quality, heritage and storytelling to build a strong strategy in luxury loyalty
Apparel and footwear brands need to create value as consumers buy the best they can afford
Winning brands offer a hassle-free experience and bond with consumers over self-love
Lacoste banks on gaming and personalisation with its UNDW3 NFT loyalty card
Nike Well Collective taps into emotional loyalty to support “Body, Mind and Life”
Fashion: Moving through uncertain times together and building loyalty along the way
Digital trends have the potential to reshape loyalty programmes in the food industry
General Mills opens path to data-driven loyalty programmes
Kraft Heinz's NFT integration with Oscar Mayer Wiener Whistle
Enhancing customer engagement through loyalty programmes in the evolving food industry
Supporting ubiquitous brands with targeted loyalty programmes, particularly in foodservice
Coke ON consumer loyalty app helps to kickstart vending growth in Japan
Drinks brands invest in B2B digital loyalty programmes for traditional and independent retailers
Tim Hortons extends loyalty programme with new Tims credit card
Drinks programmes to foster both consumer and retailer loyalty
Foodservice programmes must transcend discounts and foster lasting loyalty through experiences
Boba Guys’ reward system adds an element of surprise through mystery boxes
Taco Bell empowers loyalty members to take part in the design of hot sauce slogans
Delivering value aligned with their consumers’ needs and wants
Loyalty ecosystems target growing leisure travel segment
Accor uses subscriptions to increase loyalty programme participation
ANA Pocket offers lifestyle ecosystem rewards
Future travel loyalty programmes will be lifestyle ecosystems
Loyalty and personalisation, a match made in heaven
Direct to consumer model makes it easier to achieve maximum personalisation
The Fresh Market launches Ultimate Loyalty Experience, exploring personalisation
Marks & Spencer finds new heights by shining the light on Sparks
Loyalty nirvana is now the ultimate goal for consumers and retailers alike
Loyalty in nicotine is largely a feature of emerging cigarette alternative categories
Ecigwizard Vape Rewards: Addressing price sensitivity
BAT’s B-Lounge: Rewarding and educating uptake of an emerging category
Where viable loyalty programmes offer approaches to key industry challenges
Key Takeaways
Customer Loyalty: How to win
Evolution of customer loyalty
Questions we are asking

Luxury Goods

This is an aggregation of: Personal Luxury, Fine Wines/Champagne and Spirits, Luxury Cars and Experiential Luxury.

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