Loyalty Program Benefits

𝗞𝗲𝗻𝘆𝗮'𝘀 𝗥𝗲𝘁𝗮𝗶𝗹 𝗚𝗶𝗮𝗻𝘁𝘀 𝗔𝗿𝗲 𝗦𝗶𝘁𝘁𝗶𝗻𝗴 𝗼𝗻 𝗮 $𝟭𝟬𝟬𝗠+ 𝗗𝗮𝘁𝗮 𝗚𝗼𝗹𝗱𝗺𝗶𝗻𝗲 – 𝗔𝗻𝗱 𝗗𝗼𝗶𝗻𝗴 𝗡𝗼𝘁𝗵𝗶𝗻𝗴 𝗪𝗶𝘁𝗵 𝗜𝘁! 💎📊 After deep-diving into #Kenya's Big 3 supermarket loyalty programs (Naivas Limited, Carrefour, Quickmart Supermarket), I discovered something shocking: We're witnessing the greatest missed opportunity in African retail history. 🤯 𝗧𝗵𝗲 𝗥𝗲𝗮𝗹𝗶𝘁𝘆 𝗖𝗵𝗲𝗰𝗸 📈 🔹 Naivas: 2+ million customers, 5-year purchase histories, yet still relies on MANUAL point capture by cashiers 🔹 Carrefour: Digital-first approach, but basic utilization of customer intelligence   🔹 Quickmart: Traditional program with ZERO data sophistication 𝗧𝗵𝗲 𝗧𝗿𝗶𝗹𝗹𝗶𝗼𝗻-𝗦𝗵𝗶𝗹𝗹𝗶𝗻𝗴 𝗢𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝘆 𝗧𝗵𝗲𝘆'𝗿𝗲 𝗠𝗶𝘀𝘀𝗶𝗻𝗴 💰 Kenyan supermarkets are missing out on a trillion-shilling opportunity to leverage their loyalty data for hyper-targeted offers such as personalized discounts and product suggestions based on individual shopping habits. Mass customization at scale through predictive replenishment, personalized lists and subscriptions, and advanced revenue optimization strategies like dynamic pricing, waste reduction, cross-selling, and churn prediction, all of which could dramatically boost profitability and transform customer experience through true personalization. 𝗪𝗵𝗮𝘁'𝘀 𝗔𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗛𝗮𝗽𝗽𝗲𝗻𝗶𝗻𝗴 𝗜𝗻𝘀𝘁𝗲𝗮𝗱? 🤦🏾♂️ - Naivas: Customers manually tell cashiers their phone numbers to earn 1 point per KES 100 - Carrefour: Has the tech but uses it like a digital receipt system - Quickmart: Prayer, Vibes & Inshaallah 🙏🏾 𝗧𝗵𝗲 𝗣𝗮𝘁𝗵 𝗙𝗼𝗿𝘄𝗮𝗿𝗱: 𝗪𝗵𝗮𝘁 𝗜𝘁 𝗪𝗼𝘂𝗹𝗱 𝗧𝗮𝗸𝗲 🚀 To truly unlock the value of loyalty programs in Kenya’s retail sector, supermarkets must invest in real-time customer data platforms, AI-powered analytics, mobile money integration, and omnichannel journey mapping, while strategically building teams for data science, segmentation, and personalization; above all, a cultural shift is needed - from simply running 'points programs' to building intelligent customer relationship platforms, allowing for dynamic offers, relationship-driven engagement, and individualized experiences that will drive loyalty and long-term profitability. 𝗧𝗵𝗲 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗰𝗮𝘀𝗲 𝗶𝘀 𝗠𝗔𝗦𝗦𝗜𝗩𝗘 📈: proper loyalty data utilization could deliver 20-30% higher customer lifetime value, 15-25% larger transactions, 40-50% better retention, and 10-15% marketing cost reduction. 𝗧𝗵𝗲 𝗥𝗲𝗮𝗹 𝗤𝘂𝗲𝘀𝘁𝗶𝗼𝗻❓ 𝗪𝗵𝘆 𝗮𝗿𝗲 𝗞𝗲𝗻𝘆𝗮'𝘀 𝗿𝗲𝘁𝗮𝗶𝗹 𝗹𝗲𝗮𝗱𝗲𝗿𝘀 𝗮𝗹𝗹𝗼𝘄𝗶𝗻𝗴 𝗝𝘂𝗺𝗶𝗮, 𝗔𝗺𝗮𝘇𝗼𝗻, 𝗮𝗻𝗱 𝗶𝗻𝘁𝗲𝗿𝗻𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗲-𝗰𝗼𝗺𝗺𝗲𝗿𝗰𝗲 𝗽𝗹𝗮𝘁𝗳𝗼𝗿𝗺𝘀 to master customer intelligence while they collect dust-gathering phone numbers? 🤔 The data is there. The customers are willing. The technology exists. What's missing is vision and execution. 💪🏾 How do we unlock this goldmine? 🔓 #RetailInnovation #CustomerData #AI

Loyalty is failing. Gen Z & long-term commitment. 22% of Gen Z consumers consider themselves loyal to one brand is a clear warning for legacy loyalty strategies. Unlike previous generations, Gen Z doesn’t see brand loyalty as a long-term commitment, they’re loyal to moments, not just names. +43% increase in engagement and sales conversions among Gen Z Beauty brands offering "limited-edition drops" and collaborative experiences. +71% Gen Z say they would rather spend money on an experience than a product. >>Loyalty is FAILING, but why<< +Transactional systems feel outdated: Point-based rewards for repeat purchases don’t excite this audience. They expect more than discounts or free samples. +They’re brand-agnostic but experience-driven: Gen Z freely switches between brands if the experience, aesthetic, or values feel fresher or more aligned with their identity. +They buy into stories, not just products: They want to align with brands that represent something, social causes, cultural movements, or communities they relate to. >>DYNAMIC LOYALTY<< What’s this? as it name indicates its a system that rewards interaction, aligns with their values, and constantly evolves. And that is what your brand needs. → Create experience-driven loyalty programs: Offer early access to limited drops, invite-only events, or backstage content. Think like a fan club, not a punch card. +Example: A loyalty tier that unlocks tickets to a pop-up experience or an exclusive AR filter. →Let them co-create: Invite Gen Z customers to co-develop product ideas, designs, or campaign themes. Give them ownership in your brand’s creative journey. +Example: Voting on packaging designs or joining beta tester groups. →Align with their values: Sustainability, inclusivity, and social good aren’t nice-to-haves. they’re expectations. Use loyalty programs to reward actions too, like recycling, sharing causes, or supporting small creators. +Example: “Earn loyalty points by returning empties or attending a sustainability workshop.” →Deliver constant novelty: Rotate limited editions regularly. Use scarcity and surprise to create FOMO and buzz. +Gen Z doesn’t commit to a single brand, but they’ll keep returning if each visit feels fresh and share-worthy. →Go omnichannel but social-first. Should live across TikTok, Instagram, pop-ups, and web. Let them earn or unlock rewards through social engagement, not just purchases. +Example: A user gets exclusive content or perks for creating UGC with your brand. Bottom Line. Loyalty must be earned over and over through experience, relevance, and emotional connection. Think dynamic loyalty: a system that rewards interaction and go for it. Find my curated search of examples and get ready for your next HIT. Featured Brands: Balmain Benefit Chanel Charlotte tilbury Cerave Fennty L’Oreal OGX YSL #beautypackaging #beautybusiness #beautyprofessionals #experienceretail #luxuryexperiences #genz

Building loyalty through generosity NOT discounts. Claire Waring recently shared MECCA Brands's guiding principle with me, and I believe it’s something every brand should take to heart. We are now modelling the lifetime value of our customers based on discount codes. However, we have observed that the majority of customers who shop using discounts tend to continue doing so, creating a cycle that is difficult to break. It’s essential to recognise that loyalty should not—and cannot—be built solely on discounts. While discounts may drive short-term revenue, they do not cultivate genuine loyalty. Instead, loyalty stems from forging an emotional connection with your community. To drive this emotional connection, consider the following strategies: Authentic storytelling: share your brand's story, values, and mission. Sandradee Makejev from St Frock is a great example of this. Engage with your community: foster open communication with your customers through social media and other channels. No one does this better than Julie Mathers from Snuggle Hunny in Australia. Create memorable experiences: host events, both online and offline, that allow customers to engage with your brand in meaningful way. Henne's Sydney launch party was the place to be and months later you have to queue to get in. Personalisation: tailor your communications and offerings to meet the individual needs and preferences of your customers. There is a real gap in the market when it comes to this and we have seen Pace Athletic make real strides here. Show appreciation: recognise and celebrate your loyal customers through gestures of appreciation that don’t involve discounts. It's hard to beat Mecca when it comes to this! Which brand offers your favourite loyalty program?

This visual is worth the zoom! I can’t switch off when it comes to retail. I walk around shops unable to stop myself analysing consumer behaviour, unpicking the tactics of pricing, placement and loyalty, while obsessively trying to connect the dots. I find it fascinating to see how retail brands understand the subtle yet powerful ways in which psychological principles shape consumer decisions. It’s been so interesting to see how membership pricing has spread throughout the industry, reshaping loyalty schemes. Our latest collaboration with Vypr delves into more detail on exactly this subject, exploring concepts, backed by data such as: 🔹 Self-Perception Theory: Loyalty pricing reinforces consumer identity. 59% of members feel emotionally connected to brands due to exclusive member pricing, creating committed brand advocates. 🔹 Scarcity effect: Limited-access deals significantly boost urgency—16% of non-members seriously consider joining schemes upon seeing exclusive member-only prices.  🔹 Anchoring and trust: This works by setting a reference point in consumers’ minds, helping them judge the value of membership pricing more favourably. By clearly communicating comparisons and long-term benefits, retailers can turn sceptical shoppers into loyal members who are confident they’re making the right choice. On average, 12% of members and 62% of non-members feel sceptical about membership scheme savings. 🔹 Social proof: 61% of members actively recommend their preferred loyalty schemes to family and friends, magnifying brand credibility and consumer acquisition. The deeper impact lies in how membership schemes fundamentally alter purchasing patterns: ✅ Frequency and basket size: 70% of members shop more frequently, with 63% more likely to buy impulsively. Membership creates habits translating directly into sustained higher spending. ✅ Segmented personalisation: Tailored rewards are essential. Strict budgeters respond strongly to tangible savings; affluent shoppers prioritise exclusivity and premium experiences, significantly influencing retention. Retailers who integrate behavioural psychology into their loyalty strategies is nothing new. But those that do it well, adapting to the huge number of distracts out there to cut through the noise are securing a competitive advantage. Explore these critical insights and unlock the full strategic potential of your loyalty programmes by downloading the full report: https://lnkd.in/eSrRR3R4 #LoyaltySchemes #RetailTrends #ConsumerInsights #RetailEconomics #Vypr

Loyalty points can be several times more efficient than discounts. Let’s compare two possible incentives we can give a customer for a $100 purchase: → 100 points, redeemable for $5 off a future purchase (5% back) → 20% discount, equal to $20 off today In this simple example, the discount has a 4x higher cost to the business, AND the cost hits immediately. 4x! This foundation of financial efficiency is a big part of why loyalty programs are so promising. Let’s break that promise into three parts: First, efficiency. Loyalty provides mechanisms that are more efficient than discounts. Still true even with generous multipliers: 2x or 3x points are still much cheaper than a discount. Second, personalization. Loyalty gives you marketing opt-in to make very targeted investments to change customer behavior.  Instead of 20% off for everybody, we know what segment we can first approach to drive incremental purchase at a lower cost. Third, delayed cost. Loyalty lets you reward customers on a longer time horizon. We can defer loyalty rewards and get customers excited to work toward something in the future. Of course, it’s not as simple as ripping out your discounts and swapping in a loyalty program. A few complexities: → Loyalty points are typically awarded on every purchase → Loyalty points are a long-term financial liability for the business → Members have to see value in points to be motivated by them → Members have more control over redemption (and may redeem on an item you would never discount) → Immediate discounts are (generally) perceived as more valuable and will drive a bigger short-term response Perhaps most importantly: you should not launch a loyalty program with the primary goal of giving LESS value back to your customers. But… loyalty programs can give you ‘strategic cover’ to retreat from broad discounts. Many businesses have overextended on their discount strategy the last few years. Even if revenue is healthy, margin & profit are battered. And customers have become accustomed to always buying with discounts. We refer to this as the ‘discount death spiral.’ It’s a difficult cycle to break. But loyalty programs are one of the most battle-tested ways to escape the discount death spiral and efficiently reward your customers for profitable behavior. This ‘strategic cover’ is admittedly not the most inspiring reason to launch a loyalty program. But it’s a powerful one. Worth considering (and factoring into your business case for loyalty investment). Talon.One

24 Activities That Drive Customer Loyalty: (Based on analysing 100+ profitable retention strategies) Most brands implement random loyalty tactics and wonder why customers leave. The truth? These 24 activities create different levels of impact and implementation difficulty: HIGH IMPACT, EASY TO IMPLEMENT: 1. Welcome Journey Optimization → First impressions that set the relationship tone 2. Behavior-Triggered Messaging → Right communication at exactly the right moment 3. Milestone Celebrations → Recognizing key achievements in the customer lifecycle 4. Birthday/Anniversary Rewards → Acknowledging personal moments that matter 5. Digital Loyalty Cards → Simple system with clear progress visualization  6. Referral Incentives → Turning satisfied customers into acquisition channels HIGH IMPACT, DIFFICULT TO IMPLEMENT: 7. AI-Powered Personalization → Truly individualized experiences at scale 8. Cross-Channel Recognition → Seamless customer identity across all touchpoints 9. Emotional Experience Design → Creating moments that generate lasting feelings 10. Predictive Churn Prevention → Identifying at-risk customers before they leave 11. Community Building → Connecting customers around shared interests and identity 12. Brand Story Integration → Weaving your mission into every interaction MODERATE IMPACT, MODERATE DIFFICULTY: 13. Tiered Status Programs → Creating aspiration to reach higher levels 14. Surprise and Delight Moments → Unexpected touches that create stories 15. Gamification Elements → Making loyalty feel fun and engaging 16. User-Generated Content → Involving customers in creating brand stories 17. Personalized Product Recommendations → Suggesting exactly what they need next 18. Feedback Implementation Showcases → Showing how you act on customer input LOW IMPACT, EASY TO IMPLEMENT: 19. Generic Discount Codes → Broad percentage savings on purchases 20. Basic Points Systems → Standard accumulation without personalization 21. Welcome Emails → One-time messages without behavioral triggers 22. Static Loyalty Tiers → Fixed benefits without personalization 23. Social Media Posting → Regular content without strategic engagement 24. Standard Feedback Surveys → Collecting insights without visible action The most successful loyalty strategies don't randomly implement activities. They strategically focus on high-impact initiatives that create lasting customer relationships and measurable business results. Follow if you want more loyal customers ✅

You don’t build loyalty through rewards—you reward customers for already being loyal. Big difference. Loyalty programs are primarily designed for customers who have already demonstrated consistent engagement and loyalty to your brand. The goal isn’t to create loyalty through rewards, but to recognize and strengthen it. By offering rewards, perks, and recognition, you can maximize their lifetime value, whether by increasing purchase frequency, boosting basket size, or encouraging referrals. Tactics like tiered rewards, exclusive access, and personalized incentives help reinforce their commitment and make them feel valued. 𝗦𝗲𝗰𝗼𝗻𝗱𝗮𝗿𝘆 𝗙𝗼𝗰𝘂𝘀:  For customers with the potential to become loyal, the strategy shifts. These customers have shown higher engagement but haven't fully crossed into the loyal customer category. To convert them, 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗮𝘁𝗶𝗼𝗻 is key. Tailor rewards based on their behaviors and preferences to create a sense of exclusivity and recognition. It’s also crucial to stay top of mind through strategic touchpoints—whether via targeted email campaigns, loyalty app notifications, or personalized offers that speak directly to their interests. Offering a path to higher-tier rewards as they engage more frequently can further motivate them to commit to your brand long-term. 𝗖𝗮𝘀𝘂𝗮𝗹 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀:  Casual customers require a different approach. They won’t become loyal overnight, and the objective here is gradual nurturing. For this segment, it's all about increasing touchpoints and staying relevant. Broader offers, such as discounts, time-sensitive promotions, or entry-level rewards, help keep them engaged without overwhelming them. The goal is to activate them periodically, ensuring they interact with your brand from time to time. By keeping consistent offers flowing, you maintain visibility, and over time, some of these casual customers may transition into the potential loyal customer segment. ----- Ultimately, loyalty is about retention, not conversion. The focus is on maintaining a strong relationship with those who already support your brand and steadily nurturing others to deepen their commitment over time.

Luxury’s New Loyalty: From Clients to Believers In the world of luxury, loyalty is no longer a reward. It’s a relationship. And that relationship now depends less on what clients buy than on how they feel before, during, and after they buy. True loyalty in luxury has moved beyond retention. It’s about turning clients into advocates who believe in the brand’s story, live by its values, and share its world with others. This shift is visible across the industry. Christian Dior Couture’s Dioriviera pop-up in Penang transformed a pattern into a physical experience, a space to linger rather than just shop. Coach’s new café at Singapore’s Jewel Changi Airport turns a travel stop into a brand encounter. Louis Vuitton’s recent beauty line extends its aura beyond fashion into daily ritual. These moves are not marketing tricks; they are carefully designed experiences that invite repeat engagement without diluting prestige. The most effective loyalty programs today are built on emotion rather than discounts. They rely on personalization, access, and recognition that feels personal and deserved. Brands that understand this are designing experiences that make clients feel seen and valued. Exclusive events, private previews, and small gestures of appreciation now matter more than traditional points systems or seasonal promotions. But there is a fine line to walk. Extending into lifestyle or hospitality can create powerful new touchpoints, yet the farther a brand moves from its craft, the easier it is to lose authenticity. The strongest houses stay rooted in what they do best while leaving room for emotion, culture, and imagination to enter. They create belonging without compromise. Luxury loyalty today is a balance between precision and warmth, between protecting the brand and inviting participation. It is less about selling and more about sustaining fascination. If your brand is ready to move from transactional loyalty to emotional engagement, I help leadership teams design experience ecosystems that connect clients to your story for the long term. Let’s talk about how to build loyalty with intention. #LuxuryStrategy #BrandLoyalty #ClientExperience #ExperientialRetail #LuxuryMarketing

𝗟𝗼𝘆𝗮𝗹𝘁𝘆 𝗶𝗻 𝟮𝟬𝟮𝟲 𝗶𝘀 𝗺𝗼𝗿𝗲 𝘁𝗵𝗮𝗻 𝗮 𝗽𝗼𝗶𝗻𝘁𝘀 𝗽𝗿𝗼𝗴𝗿𝗮𝗺 – 𝗜𝘁’𝘀 𝗮 𝗿𝗲𝘃𝗲𝗻𝘂𝗲 𝗮𝗻𝗱 𝗿𝗲𝗹𝗲𝘃𝗮𝗻𝗰𝗲 𝗲𝗻𝗴𝗶𝗻𝗲 🌟 The Loyalty Report 2026 by helloagain makes one thing very clear: loyalty is deeply embedded in everyday consumer behavior in Germany. 💡80.4% of consumers use digital bonus programs at least occasionally. 💡29.9% spend more since joining a loyalty program. 💡79.9% expect rewards that are immediately redeemable. 💡62.3% want individually tailored offers. Expectations are high: instant value, real personalization, seamless integration - but how many loyalty programs truly deliver that? 𝗛𝗲𝗿𝗲 𝗶𝘀 𝗺𝘆 𝘁𝗮𝗸𝗲 𝗼𝗻 𝘀𝗼𝗺𝗲 𝗹𝗼𝘆𝗮𝗹𝘁𝘆 𝗽𝗿𝗼𝗴𝗿𝗮𝗺𝘀: 🔎 𝗣𝗮𝘆𝗯𝗮𝗰𝗸 – scale without differentiation: Almost everyone is a member. Massive reach. Strong partner ecosystem. But the experience remains largely transactional: collect points, redeem points. Emotional differentiation and true 1:1 personalization? Still limited. 🔎 𝗟𝗶𝗱𝗹 𝗣𝗹𝘂𝘀 & 𝗣𝗲𝗻𝗻𝘆 𝗔𝗽𝗽 – frequency drivers, but promotion-heavy: Digital coupons clearly drive visits. However, many offers still feel like digitized weekly flyers rather than curated, data-driven relevance. In a market where 62.3% expect tailored offers, rule-based coupon logic won’t be enough long term. 🔎 𝗱𝗺 – closer to relationship thinking: dm’s integration of content, community and commerce shows what loyalty can look like when it becomes part of the broader customer journey. Less pure discounting, more brand proximity. 🤔 𝗬𝗼𝘂𝗿 𝘁𝗮𝗸𝗲: Which loyalty programs are already moving beyond discounts and which are still stuck in purely transactional thinking? #CapgeminiInvent #Loyalty #Retail #ConsumerProducts #AI #CustomerExperience #Makeitreal

Club Brugge understood the assignment: even if they lose a game 😨 they can’t lose their paying customers 🤑 Then grew attendance to 140%.. Ok so in sports what happens when a team does not win - fans don’t show up - no merch sales - no F&B revenue - empty seats: bad player experience Downward spiral. the other day I heard Thomas Rypens explaining how they wanted to be less dependent on their team's wins Meet the "Fandom" program: 1. they did conducted qualitative research to understand why fans weren't attending matches, even those with season tickets. Factors included RAIN and poor team performance etc 2. they applied the "jobs to be done" framework, realizing fans weren't just buying a seat but an experience and a sense of belonging 3. To be more independent from team performance, they introduced "The Gold Project." Fans could earn "Gold Membership" by attending 90% of games or reselling their tickets 4. This focused on achieving and earning, making the rewards "priceless" 5. 2 customer segments: in stadium / on the "sofa" (1.2-1.8 million) --- focusing on "behavioral loyalty" for the stadium fans. 6. asked fans what rewards they wanted, including things like giving the kickoff to a game, and considered the impact and effort of each reward in a matrix! 7. Results showed a stronger second year, with a 40% increase in engagement from "fluid fans" (those harder to capture due to online gaming etc.) and an 11% overall increase in attendance, reaching 111%! This led to a better atmosphere, increased F&B revenue, and ultimately, football success. My biggest takeaway? Running a football team is no easy feat 😅 many moving parts, and things can spiral down Any points that surprised you? Comment below! I really liked #3. Come to 90% of games or RESELL your tickets. Thx for the amazing days in Ghent earlier this moth Simon Tavernier, CLMP™ Amanda Fleuridas, Certified Loyalty Expert™ Tom Peace, Certified Loyalty Expert™ Olga Khoubaeva Orlando W. and all! #loyalty #football