"As loyalty schemes become more complex with more rewards and tiers added, the most successful ones will simplify the user experience with hyper-personalisation at the fore as an enablement, creating a more intuitive and engaging journey for members."
Sam Nguyen, Senior Retail Analyst
While 55% of consumers belong to at least four schemes, 58% have only actively used three or fewer in the past six months, highlighting a growing challenge for brands to keep their members engaged.
The loyalty scheme experience is far from seamless, with nearly three in five encountering issues within the past six months. As members diversify their loyalty across multiple schemes, their engagement with any single one likely diminishes, which means slower point accumulation and less data for personalised offers. At the same time, an over-focus on instant gratification through discounts, a popular feature of loyalty schemes, can reduce emotional loyalty and increase price-led switching.
Progressive loyalty structures that reward spend and engagement over time offer a meaningful way to increase brand stickiness, catering to a demand for status-driven recognition and differentiated value. Meanwhile, improved personalisation capabilities can reduce the effort required to engage with loyalty schemes, moving from shoppers actively managing rewards to retailers delivering value seamlessly.
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