Rethinking Loyalty brings together our latest thinking on how customer loyalty is evolving. As traditional programmes become easier to copy and less effective, this anthology explores how changing consumer behaviour, AI, automation and new commercial models are reshaping what loyalty really means.
The collection looks beyond points and discounts to examine how loyalty is becoming a continuous, personalised relationship—powered by first-party data, real-time relevance and more creative approaches to value. It also explores what’s coming next, from AI-driven personalisation to agentic commerce and new funding models.
What’s included in the report
This anthology brings together a series of in-depth articles, including:
Creating a Loyalty Culture – Why loyalty must be embedded across the organisation, not just within programmes
Measuring the Profitability of Personalisation – Understanding the real ROI of personalised loyalty
Use Cases for AI-Powered Personalisation – Practical examples of AI applied to loyalty
Why Now Is the Time for AI-Powered Personalisation – The case for accelerating AI adoption
The Power of Hyper-Personalisation – Six steps to unlocking more relevant customer experiences
Improving Contactability – Strengthening data foundations to enable meaningful engagement
How AI Will Transform Customer Relevance – Moving towards real-time, context-aware loyalty
Integrating Loyalty Programmes – Aligning loyalty strategies after mergers and organisational change
Agentic Commerce and Customer Loyalty – How AI-mediated decision-making may reshape loyalty
Join the 40% Growth Club with AI-Powered, Personalised Loyalty – Exploring how leading brands are driving growth through advanced loyalty strategies
Together, these pieces provide a clear view of where loyalty is heading—and how brands can build more intentional, distinctive and future-ready loyalty propositions.