Loyalty is evolving- and not always in the ways we expect.
After judging the 2025 European Loyalty Awards, while respecting confidentiality, I am walking away with several observations. The loyalty industry is shifting — but many programs are still anchored in outdated logic.
Written by Pavel Los, a loyalty and CRM practitioner with 20+ years in marketing and loyalty, leading large-scale programs across local and international environments (including Shell and Oracle).
I help brands audit, redesign, and activate loyalty programs—improving time-to-value, engagement loops, and measurable ROI through practical frameworks, workshops, and hands-on consulting.
Published: Jul 9, 2025
Here are three uncomfortable truths:
🔍 1. Personalisation ≠ segmentation
What’s often labelled as “personalised” is, in practice, just well-packaged segmentation. If a loyalty program isn’t adapting in real time, anticipating intent, and learning continuously from customer behaviour, it’s not personal — it’s pre-defined.
🎮 2. Participation is outperforming points
The most compelling programs today are not built solely around transactions. They incentivise curiosity, engagement, and a sense of belonging. Think challenges, exclusive content, limited drops — not just the traditional earn-and-burn model.
Engagement is becoming the new currency.
🌱 3. Purpose works — but only when it’s lived, not layered on
Customers respond to values-based rewards: sustainability, social good, education. But they also see through anything that feels performative. Purpose needs to be embedded, not bolted on.
Authenticity is non-negotiable.
Loyalty is no longer about who gives the most. It’s about who understands the customer best.
If you're rethinking your loyalty strategy — or building something new — I’d be happy to share what’s working (and what’s not) across the industry.