The new consumer loyalty landscape: Transcending consumer expectations

In today’s market, there’s more competition than ever for consumer loyalty. That’s why brands and retailers of all sizes and kinds have turned to loyalty programs to attract customers—and keep them.

But consumer expectations have shifted dramatically, and the old approaches, like an “earn-and-burn” points system, simply won’t meet them. Consumers now want loyalty experiences that are more unique and personalized.

In our new report, Transcending expectations in the new loyalty landscape, we reveal insights, strategies, and findings about consumer drivers from our year of research into more than 115 consumer loyalty programs across 15 industries.

Three distinct loyalty driver categories emerged in our findings, and our report deeply examines all three, showcasing the industries leading the way. 

Seize loyalty opportunities

Our 12 months of research reveals the many opportunities brands and retailers have, even in a quickly shifting landscape, to build and evolve their loyalty and engagement strategies. To effectively compete for today’s consumer, loyalty programs must meet table stakes expectations by frictionlessly blending into the brand identity and broader customer experience. As consumers increasingly demand real-time, meaningful, and tailored loyalty connections across their lifecycle, loyalty programs must seek out ways to put the member in control of their experience while creating authentic moments of appreciation and recognition. As maturity evolves, programs must decide the role their program plays in creating personal member relationships, cultivating community, and fostering extended touchpoints across an ecosystem of players.

Deloitte’s Loyalty offering brings experience in loyalty strategy, technology, operations, design, and more. No matter where you are in your journey, we can help you take a human-first approach to design, implement, and operate long-term solutions, leaping efficiency gaps for optimal results.