As the loyalty landscape continues to evolve, Comarch, in partnership with the Global Loyalty Organisation, has released a new international study shedding light on what truly drives customer engagement across the globe. Customer Loyalty Predictions 2025 and Beyond explores how personalization, simplicity, and sustainability are reshaping loyalty programs—and what brands must do to stay relevant.
Loyalty Programs Are Popular, but Expectations Are Rising
The report, based on a survey of over 3,000 consumers in 15 countries, reveals that while the appetite for loyalty programs is strong, so are consumer expectations. On average, each customer belongs to nearly 11 programs. But in more mature markets, participation is declining as “program fatigue” sets in. In contrast, emerging regions are seeing a surge in engagement, reflecting untapped growth potential.
One of the most striking findings is the importance of simplicity. Over 32% of consumers cite long or difficult sign-up processes as the main reason for not joining loyalty programs, while nearly a quarter are discouraged by poorly designed apps. This underlines the growing demand for streamlined, user-friendly experiences—especially in digital environments.
Everyday Rewards Still Matter Most
The study also shows that everyday essentials continue to drive loyalty engagement. Supermarket programs are the most popular, with over 32% of consumers participating, followed by airlines and hotels. Most loyalty points are earned and redeemed during regular shopping—both in-store and online—highlighting a preference for rewards that support daily needs.
Motivations for joining programs remain pragmatic. Discounts and cashback lead the way, followed closely by the value of rewards. But today’s consumers also expect more than just savings: 39% prefer instant digital rewards, while nearly as many value personalized offers that reflect their habits and interests.
AI-Powered Personalization Is Now a Global Expectation
The report confirms that personalization is no longer a bonus—it’s a necessity. Sixty-five percent of global consumers want companies to tailor offers, recommendations, and discounts to their individual preferences. This demand is especially high in markets such as the UAE (77%), Brazil (71%), Saudi Arabia, and the US (both 70%).
To meet these expectations, loyalty programs must embrace AI technologies that enable hyper-personalized experiences. By rapidly analyzing vast volumes of behavioral and transactional data, AI can deliver relevant offers in real time, boosting both satisfaction and engagement.
“No matter if you are the user or a member of the related program, you expect to have a chatbot or assistant on the page right in front of you. This is quite easy to develop, to be honest. So, start with data or start with chatbots and assistants, and you will see how this improves your work and enhances the user experience for your members,” said Maria Wróblewska, AI Solutions Coordinator at Comarch.
The growing pressure to personalize at scale also calls for region-specific strategies, adapting loyalty initiatives to local preferences and behaviors.
Loyalty Is Becoming More Emotional—and More Ethical
Interestingly, loyalty is no longer just a transactional concept. Over half of respondents say they’re more likely to stay loyal to brands that offer convenient and valuable rewards. And loyalty is increasingly tied to values: more than half of consumers would stick with brands that demonstrate eco-friendly practices, with nearly 40% specifically valuing efforts to reduce plastic waste.
“In my opinion, in 2025, loyalty experts should prioritize a strategy built around three key principles: simplification, standardization, and optimization,” said Łukasz Dubiel, Loyalty Solutions Consulting Director at Comarch. “Loyalty is not a stone; it’s like water—always seeking new ways to spread, grow, and dominate. Your loyalty program should be the same. Continuously look for new opportunities and features to offer your customers, because your competitors are doing the same.”
Data for Value: Trust Still Matters
The report also touches on evolving consumer attitudes toward data. While privacy remains a concern, more than 43% of customers are open to sharing personal data if the reward is worthwhile—underscoring the ongoing importance of transparency and trust.
Explore the Full Report
These findings are just the beginning. The full report, with comments from more than 20 top loyalty experts, delves deeper into regional differences, generational behaviors and the role of technology in shaping the next era of loyalty.
To explore the complete results and download Customer Loyalty Predictions 2025 and Beyond, visit https://www.comarch.com/trade-and-services/loyalty-marketing/resources/report-customer-loyalty-predictions-2025/.
