Is there such a thing as a crystal loyalty ball? My view of the future of loyalty covers these 3 topics: 1. Fun, 2. Consolidation, 3. Authenticity / purpose. Life is serious enough, so loyalty doesn’t need to be. Gamification and other fun programme elements have proven to drive higher engagement levels and commercially proven positive ROI. Without question, loyalty consolidation is happening already. The best global airline FFPs are already making customer choice easy through heavy loyalty consolidation within the FFP/credit card relationship. A great loyalty programme gives the brand permission to drive its brand purpose through the programme so customers feel involved and engaged via real authentic loyalty experiences.
Read about the loyalty industry’s predictions for 2025 in Open Loyalty’s 2025 Loyalty Trends report. My predictions are outlined on page 61.
