Loyalty programmes strive to be a brand’s key driver of lasting customer relationships. But the truth is that most are struggling for success. For every successful loyalty programme, twelve others fail, says Playable, the gamification platform for marketers. The impact is clear: wasted potential, budget drain, and a serious hit to customer trust.
Most loyalty programmes make the same two errors. They only reward spending. The typical points-for-purchase model assumes that loyalty can be bought. But loyalty is more than that; it’s not just about transactions. It’s about emotion and interactions. Consumers want to feel recognised, understood, and appreciated. Without that emotional connection, your programme is just another card in a crowded wallet. They do not personalise. Whilst 70% of consumers say they engage more with loyalty programmes that personalise their marketing efforts, fewer than 25% of programmes offer any kind of personalised experience. In a world full of data-led business and advancing technology, this lack of relevance is a hugely missed opportunity.