The report explores how brands are reshaping loyalty into a strategic growth lever. By embedding choice-based rewards, wellness incentive and immersive micro-content into customer experiences, companies convert attention into meaningful engagement, drive repeat behaviour and unlock long-term value across diverse markets.
Delivery
This report comes in PPT.
Key Findings
More companies are acknowledging the power of loyalty programmes
Profitable loyalty programmes are gaining global recognition, underscoring their increasing importance to businesses. As these programmes continue to gain momentum across various industries, it is vital for companies to innovate and differentiate their offerings. Introducing unique loyalty initiatives will help businesses stand out from competitors and attract more engaged, long-term customers.
GenAI brings untapped opportunities
Although there is significant hype surrounding GenAI and some hesitation from businesses on how to implement it, the technology holds great potential to enhance connections with loyalty members. By utilising data-driven insights at scale, GenAI can drive automation and cost efficiencies, ultimately strengthening customer engagement.
Loyalty tech providers need unique customisation
While numerous tech suppliers offer loyalty solutions, many provide similar services that lack unique customisation needed for individual brands resulting in multiple brands offering identical solutions. This highlights the importance of tailoring loyalty offerings to reflect each brand's identity and customer base while unifying the experience through embedded solutions.
Working together with your most loyal customer base
Participatory experiences should be carefully curated, as not all consumers are interested in deep brand involvement. Brands should focus on engaging their most loyal members, leveraging these connections to expand their reach both within the brand community and beyond. This approach maximises the impact of loyalty programmes without overwhelming the broader audience.
FMCG players: Evolving loyalty strategies for a new era
FMCG companies are reassessing their loyalty programme strategies, as traditional models struggle to enhance deeper customer engagement. To achieve meaningful results, these strategies must be tailored to the unique needs, product and operational strengths of each company, usually on a brand level, ensuring a more personalised approach to customer retention and growth.
Our expert’s view of Loyalty in 2026
Top five trends uncovered
Key facts to share
Top five trends in Loyalty
From business-centric to member-first: Loyalty agents as the new interface
In an agent-first world, loyalty turns efficiency into connection
A new battleground: Consumer and brand loyalty agents negotiating in real time
Expedia’s partnership with Perplexity turns conversations into loyalty journeys
Sparky brings exclusive benefits to Walmart’s new customer touchpoint
Opportunities to strengthen emotional bonds beyond agent automation
Wellness redefines loyalty and sets stage for lifestyle-driven engagement
Wellness shifts financial ROI to emotional ROI
A shared, personalised journey to wellbeing
Turning wellness priorities into an ecosystem of loyalty touchpoints
Vitality subscription programme builds better habits with AI-powered loyalty
Opportunity to turn rewards into lifestyle - hard to leave, easy to love
Reimagining rewards redemption as “consumer sovereignty”
Flexible redemptions emerge as a value recalibration
The need for “guided choice” - implications for companies
Alaska Airlines: Choice as a value multiplier and behavioural activator
Cross-border loyalty: How UOB redefined redemption utility
Customer-centric evolution: The only way forward
Short-form video and livestreaming demand new approaches to loyalty
Fun first, loyalty follows: Olive Young’s Gen Z playbook
Attention economy in motion: From views to value to loyalty
Loyalty in a blink: The power of six seconds in micro dramas
Taobao Live ( DianTao ) micro dramas: Earn while you watch
NiceDrama: Turning screen time into PayPal rewards
Japan’s Tokyu x Ponta Points: Micro drama unlocks new loyalty activation pathway
From attention to engagement: Driving loyalty in the attention economy
Leveraging the luxury segment to reposition loyalty strategy
Asia: Frontier of the affluent
Winning the high-net-worth loyalty stakes: Banks take the lead
Kotak Solitaire: High activation equates to high returns
Explora Club: Tapping into the premium travel segment
High-net-worth consumers demand a different loyalty playbook
Future implications
Opportunities for growth
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