Drawing on data and behavioural observation, we wanted to take a fresh look at loyalty. Expect to discover a complex landscape, where traditional strategies collide with a more mature, more demanding consumer, deeply transformed by the economic and technological context.
At VML, we are convinced that the loyalty programme is no longer a simple tactical retention tool – it is a basic contract, a tacit agreement for value creation. In a saturated market where attention is a scarce commodity, we observe that transactional mechanics and data transparency have become the non-negotiable foundations of any relationship. It is this clear-eyed approach – where technology must serve real utility without ever erasing the need for human reassurance – that has guided our thinking.
The study highlights a fine-grained segmentation of consumers, with profiles ranging from "Deal hunters" to "Loyalty skeptics," and very different expectations across age groups. These dynamics outline a significant challenge for brands: designing loyalty strategies that resonate with diverse usage patterns, beyond mere gimmicks, in order to create authentic, transparent and tailored perceived value.
