With global retail projected to exceed USD20.8 trillion in constant terms by 2029, and e-commerce penetration to reach 28%, brick-and-mortar retailers must elevate their strategies and enhance the customer journey, especially when supported by well-designed loyalty programmes. To this end, retailers are increasingly leveraging in-store experiences and touchpoints to activate, reinforce and, crucially, personalise engagement. This is reflected in Euromonitor’s Voice of the Consumer: Lifestyles Survey, fielded January to February 2025, where 17% of global respondents cite the ability to redeem a loyalty reward as a key reason for shopping in-store.
First impressions matter: Making loyalty enrolment effortless
Making it easy for consumers to join the programme at the start of the relationship with the brand is the element to develop first. Offering sign-up at the point of sale is paramount. Enrolment into the programme must become a natural part of the shopping journey, whether through QR codes, tablets or staff prompts.
Enrolment is also becoming frictionless through digital wallet integration, and an increasingly preferred payment option across the globe, based on the ease of use and security. This integration allows consumers to join instantly and redeem rewards directly via their preferred wallet during checkout.
36% of global respondents are willing to share their payment details and 38% their personal preferences for free rewards, offers or experiences
Source: Euromonitor’s Voice of the Consumer: Loyalty Survey, fielded March to April 2025
When timing is everything, loyalty wins
Real-time rewards can increase not only loyalty programme use, but consumer satisfaction. Finding a coupon post-purchase can sour the experience. Retailers can solve this by integrating responsive apps and staff prompts. In fact, 19% of brands tracked by Euromonitor’s Loyalty Competitor Tracker already leverage this by embedding instant gratification elements into their programme. In the Euromonitor Voice of the Industry Survey 2025, 91% of retail professionals mentioned that real-time rewards technology is impacting their loyalty programme.
At e.l.f. stores, Beauty Squad’s 5.6 million members can buy two best sellers and be instantly notified that they’ve unlocked a free gift. Such in-store engagement reinforces brand loyalty, encourages repeat purchases by delivering on what consumers want – personalised perks at the moment of purchase, and turns everyday transactions into memorable experiences. Elf Beauty Inc has consistently outperformed overall beauty and personal care in growth, showcasing that its strategies are working. Sales through elf.com show strong growth in core categories like facial make-up and lip products, supporting its strategy of tying real-time rewards to high-demand products.
Retail media is increasingly becoming a strategic tool, not just for visibility, but for precision, timing and relevance. As retailers evolve into media platforms, they are leveraging in-store digital touchpoints to deliver personalised loyalty-driven experiences. Retailers like Target and Walmart are already embedding loyalty logic into their retail media platforms. Their in-store displays are powered by data. They can show different messages based on loyalty, purchase history or even real-time behaviour. It is precise targeting and is changing how consumers engage with brands in-store. Retail media, when paired with loyalty, becomes more than a channel – it becomes a conversation. The brands that treat it that way are those turning transactions into long-term relationships.
Digital screens, shelf-edge displays and mobile-triggered promotions are increasingly being used to deliver personalised offers. But the real shift is in how these tools are being integrated with loyalty programmes. When a shopper sees a member-exclusive deal at the shelf, it’s not just a prompt to buy, it’s a reminder of the value they get from being part of the brand’s ecosystem.
The omnichannel layer adds depth. QR codes on packaging can link directly to TikTok campaigns or Instagram reels, where loyalty members can unlock exclusive perks. According to Euromonitor Digital Shopper, social commerce is expected to grow at an 18% CAGR over 2025-2030 and retailers are responding by merging physical presence with digital influence.
Good American stores feature interactive kiosks that highlight user-generated content and encourage shoppers to tag the brand online. These moments aren’t just social – they’re transactional. Loyalty members receive personalised offers based on their engagement, turning each visit into a socially amplified, reward-rich experience.
As loyalty programmes evolve, the question isn’t whether brands should invest in in-store touchpoints, it’s how creatively and meaningfully they can do it. This will breathe new life into ways that deepen engagement, increase retention and turn everyday shoppers into brand promoters.
To learn more about creating effective loyalty programmes, explore our comprehensive Loyalty content hub.