By R. Larsson, Advertising Week
Competition for both customer eyeballs and spend remains on an upward trajectory as wallets get squeezed and sectors continue to grow and become crowded. You can understand then why we are seeing an influx of new customer loyalty schemes from brands spanning sectors in an attempt to differentiate themselves and prove their value to customers. Asos, Gymshark and Raceways mark just three household names that have launched loyalty programs over the past month.
But given this sea of choice, the cut through and impact of loyalty schemes aren’t guaranteed. And it can be tough to know if the investment your brand is making into your loyalty scheme truly has the potential to build loyalty, or if it will end up as another digital card that sits, unused, in a mobile wallet
With this in mind, we asked loyalty and customer experience experts for their thoughts on how brands can design their loyalty schemes to stand out and maximize the chance of a return on investment.
Jon Pollard, Head of Strategy, RAPP
It might sound like a cliché, but it’s often forgotten: loyalty isn’t something you do, it’s something you feel. Too many brands focus on transactional loyalty – things like points, promotions and purchases – and not nearly enough on emotional connection. But that’s where real, enduring loyalty lives.
The sweet spot lies in blending data precision with human empathy. Transactional data might tell you who, what, when and where, but understanding why someone engages with your brand unlocks deeper, more meaningful relationships. AI is already helping brands surface those insights faster, making interactions smarter and more timely.
But emotional loyalty goes further. It comes from understanding the broader context of your customers’ lives, and then showing up at the right moment. Imagine, for example, being rewarded by a brand not just for what you buy, but for something you’ve achieved, something that matters to you. That’s not just a reward – it’s recognition.
Suddenly, the brand becomes part of your lifestyle, not just a transaction. It creates space to be helpful, entertaining, supportive – and above all, relevant. In a noisy, offer-saturated world, that’s a loyalty game-changer.
Riyad Mammadyarov, US Strategy Director, Elmwood
In today’s increasingly fragmented and atomized world, customers seek brands they can trust implicitly and explicitly. It enables them to feel confident that the brand choice they are making is the right one for them. Whether that choice be as big as buying a new car or as little as picking out the right dishwashing soap, consumers are engaging with brands that don’t just get the job done, but also drive strong emotional connections that make them feel seen and heard.
Brands of course have multiple levers they can pull to drive deeper resonance, trust, and confidence. But one of the most powerful, humanistic, and effective of them all are experiences, the tangible, delight-driven moments that stand the test of time for customers. Experiences, whether they be digital or physical, allow brands to imbed more deeply into the minds of consumers, driving loyalty and continued engagement. Brands that recognize the power of positive experiences are the ones that set themselves apart and drive undeniable cultural and commercial relevance.
Diandra Elmira, Designer, Imagination
In a world where automation dominates everything from shopping to customer service and attention spans get shorter and shorter, it’s never been more important to make a customer experience that brings people back. Real brand loyalty comes from using a people-focused approach, by truly listening to the customer and humanising the brand. You want your customers to feel a real connection with your brand, like they’re valued and that they belong, not like you’re simply trying to push products or sell them something.
This is where building a community around the brand, or working with existing ones, can set brands apart. However, it’s never about merely “buying” a community, or slapping a logo onto an existing event. Carefully choosing the right community is equally important, as you want the collaboration to be authentic and mutually beneficial. To retain this loyalty, brands need to respond quickly to current developments. This is where gaining insight from the brand’s community comes in handy, helping to personalise and evolve the customer experience further.
Relevancy = Loyalty.
Gonzalo Brujo, Global CEO, Interbrand
AI can deliver hyper-personalised experiences at scale, it can help create seamless customer journeys. But it is still the uniquely human creativity, empathy and imagination that builds genuine trust and lasting loyalty. AI can bring you rapid results, but for a brand that stands the test of time, the human touch is everything.
True loyalty comes from addressing consumers’ “jobs to be done.” Crafting brand moves that not only meet these expectations but set new standards in the industry builds confidence in your brand. Afterall, brand experiences only matter when they actually improve people’s lives.
By all means, implement AI where you see fit, but if it’s not helping address a genuine issue people face, then it’s a waste of resources. In the worst cases, AI can negatively impact trust in your brand – the move to AI chatbots in customer services is a prime example of where this can go wrong. When it comes to customer services, many of us simply want the experience of talking to someone human.
Ultimately a brand builds trust by delivering on promises, anticipating needs, and providing a consistent brand experience. When customers know what to expect and consistently receive value, trust is reinforced.
