Manufacturers that combine personalisation, exclusivity and standing advantages corresponding to early entry or distinctive experiences create deeper, extra resilient shopper relationships. This faucets into identity-driven loyalty, the place shoppers align with a model to not get particular gives however as a result of what it gives is particular — reflecting their values, aspirations or self-image.
Nike does this brilliantly with its Nike Membership, which supplies members entry to product drops earlier than anybody else, personalised exercises and unique content material. The programme isn’t about financial savings; it’s about affinity.
3. From factors to play
Shoppers have grown weary of predictable, linear and admittedly uninteresting level techniques. The most effective programmes incorporate parts of play — leveraging unpredictability, progress loops and social recognition — to create a way of enjoyable somewhat than obligation.
As an alternative of “spend to earn,” suppose “have interaction to be shocked”. Manufacturers that embrace parts like streaks, unlockable content material or social challenges could make loyalty really feel like a recreation individuals wish to play somewhat than a activity they should full.
Duolingo is a masterclass on this. Whereas it’s not a standard loyalty programme, its streaks, random XP boosts and badges hold individuals coming again — with no need to dangle a reduction. It faucets into habit-forming behaviour by play, not strain.
4. From ‘earn & burn’ to ‘belong & profit’
The standard loyalty mannequin assumes clients keep for rewards, however many shoppers need a sense of belonging. Loyalty programmes that foster a group ingredient — whether or not by members-only areas, shared values or peer interplay — are more practical at preserving clients engaged. It’s about turning clients into collaborators and followers into household.
Glossier will get this. It doesn’t have a standard loyalty scheme however has constructed a cult following by giving its group a seat on the desk. From involving clients in product growth to internet hosting them in Slack teams, the wonder model has created a suggestions loop of loyalty based mostly on inclusion, not incentives.
5. Personalisation vs privateness paradox
Shoppers need hyper-relevant, personalised experiences however are extra sceptical than ever about how their knowledge is used. The most effective loyalty programmes navigate this by providing transparency, alternative and worth trade. Fairly than passively extracting knowledge, clever manufacturers encourage “knowledge for worth” exchanges — the place shoppers willingly share preferences in return for tailor-made experiences, unique content material or VIP therapy.
Checkers is nailing this regionally with its Xtra Financial savings programme and Sixty60 app. Fairly than providing obscure factors or hard-to-redeem rewards, Checkers provides clients instantaneous, personalised reductions based mostly on their purchasing habits. By way of Sixty60, it takes it a step additional, utilizing buy behaviour to streamline reorders, counsel related merchandise and make grocery purchasing really feel easy. Clients know their knowledge is getting used, however they see the profit instantly, which builds belief and loyalty in actual time.
On this no-strings-attached period, loyalty isn’t earned by inflexible techniques or factors tallies — it’s cultivated by shared values, versatile rewards, emotional connection and real-time relevance. Manufacturers that deal with loyalty like a residing, respiratory relationship somewhat than a transaction are those that’ll flip informal flings into long-term love.
Matthew van der Valk is the manager inventive director at VML South Africa.
The large take-out: Loyalty isn’t earned by inflexible techniques or factors tallies — it’s cultivated by shared values, versatile rewards, emotional connection and real-time relevance.
