Rapport mondial sur la fidélisation de la clientèle 2025
Le paysage de la fidélisation évolue rapidement, sous l’effet des avancées technologiques et de l’évolution des attentes des consommateurs. Le rapport mondial sur la fidélisation de la clientèle 2025 est votre guide essentiel pour naviguer dans ces changements, offrant des informations et des stratégies de pointe aux professionnels de la fidélisation du monde entier. S’appuyant sur le succès des éditions précédentes, le rapport de cette année fournit des données exploitables pour aider les entreprises à renforcer l’engagement client et à stimuler une croissance durable.
Ce rapport complet est le résultat de :
Plus de 2 600 réponses à des enquêtes de la part de directeurs marketing et d’experts en fidélisation du monde entier;
L’analyse de plus de 230 millions d’actions de fidélisation, offrant un aperçu inégalé du comportement des membres;
Les commentaires de 10 000 consommateurs sur les expériences des programmes de fidélisation.
L’ère de l’IA est arrivée
Découvrez les sujets les plus importants dans les programmes de fidélisation sur lesquels les opinions divergent souvent : l’impact de l’IA sur l’amélioration de la personnalisation et de l’efficacité opérationnelle suscite un débat permanent. Les listes de souhaits des consommateurs révèlent une demande croissante de récompenses significatives, la personnalisation, la collecte de données ludiques et les comptes familiaux se distinguant comme des fonctionnalités transformatrices. Les entreprises augmentent stratégiquement leurs investissements dans les initiatives de fidélisation, reconnaissant leur rôle essentiel dans la réussite à long terme. De plus, il est essentiel de comprendre les différences régionales et générationnelles, car les préférences pour ces tendances varient considérablement, façonnant la manière dont les entreprises abordent la fidélisation sur divers marchés.
Voici quelques points saillants du rapport mondial sur la fidélisation de la clientèle 2025 :
- 67,4 % des propriétaires de programmes sont à l’aise avec l’utilisation d’agents basés sur l’IA pour gérer les programmes de fidélisation;
- La facilité de gestion est la priorité n°1 des entreprises lors du choix d’une technologie de fidélisation;
- 4 consommateurs sur 10 souhaitent davantage de moyens de gagner des points, au-delà des simples transactions;
- 31 % du budget marketing est désormais alloué à la fidélisation de la clientèle et au CRM, soit le plus haut niveau depuis quatre ans.
Visionnez le webinaire sur la fidélisation client
La satisfaction à l’égard des programmes de fidélité est en hausse
Depuis 2022, la satisfaction à l’égard des programmes de fidélité a augmenté de 36,8 %. Les réponses montrent que 69,2 % des propriétaires de programmes de fidélité sont satisfaits de leur programme de fidélité. Il s’agit d’une augmentation significative par rapport aux résultats des trois années précédentes, qui oscillaient autour de 50-55 %.
La clé du succès : intégrer la fidélité à l’expérience client Parmi ceux qui sont insatisfaits de leur programme de fidélité, 71,7 % estiment que cela est dû à une mauvaise intégration à l’expérience client globale. Il s’agit souvent d’un sous-produit du fait de ne pas prendre en compte l’ensemble des besoins et des interactions des clients ou de simplement de copier le concept d’un concurrent.
Les programmes de fidélité génèrent plus de retour sur investissement que jamais
Cette année, 83,0 % des propriétaires de programmes qui mesurent le retour sur investissement ont déclaré un retour sur investissement positif, ce qui est très proche des résultats de l’année dernière.
La valeur rapportée est encore meilleure : les répondants ayant un retour sur investissement positif ont déclaré que leur programme de fidélité génère 5,2 fois plus de revenus que ce qu’il coûte. Il s’agit d’un bon résultat et d’une amélioration par rapport à la valeur de 4,8X de l’année dernière.
En outre, jamais autant d’argent n’a été investi dans le marketing de fidélisation. Les résultats dressent un tableau positif : les propriétaires de programmes de fidélisation consacrent 31,4 % de leur budget marketing total à la fidélisation client et au CRM. Il s’agit d’une augmentation de 4,4 % par rapport à l’année dernière et de la valeur la plus élevée signalée au cours des quatre dernières années.
La fidélisation relève du CMO, du VP Marketing ou du PDG
Dans la grande majorité des cas (71,4 %), la fidélisation et l’expérience client sont gérées par le même service. La plupart du temps, la personne qui assume ces responsabilités est le CMO, le VP Marketing ou le PDG.
N’oubliez pas que la principale raison d’insatisfaction à l’égard des programmes de fidélisation est une mauvaise intégration avec l’expérience client. C’est une autre raison pour laquelle les équipes de fidélisation et d’expérience client doivent être gérées sous le même toit.
Les responsables de la fidélisation veulent que l’IA rende les choses plus rapides, moins chères et plus efficaces
Selon nos conclusions, 37,1 % des propriétaires de programmes utilisent actuellement l’IA pour gérer leur programme de fidélisation. Parmi ces entreprises, 44,9 % ont affirmé que l’IA améliore la productivité des équipes en leur permettant de gagner du temps, et 31,1 % ont déclaré que l’IA permettait d’économiser de l’argent grâce à une efficacité accrue.
La personnalisation des récompenses, la collecte de données ludiques, la mise en commun de points et les comptes familiaux sont les trois fonctionnalités les plus recherchées par les membres ou les marques.
Téléchargez le rapport complet pour en savoir plus sur ces opportunités commerciales exceptionnelles.
Vous avez besoin de conseils ou souhaitez en savoir plus sur le Rapport global sur la fidélisation client 2025 ? Nous sommes experts en programmes de fidélisation.
Contactez-nous pour en savoir plus sur nos services d’accompagnement stratégique et opérationnel aux entreprises.
Transcription audio
We are Hi, everyone. Uh, this is the launch webinar of the Global Customer loyalty Report and the Andrew is here at is.
And there’s like a whole team helping us right now, so this live streaming works well. Um, it’s so nice that more and more people are joining. I see the counter, um, coming up and there are a couple of chat messages already. Charlie saying hi, Nas hi from Barcelona. Maggie, hi from Boston, Faisal, Gunnar from Denmark, Lorenzo Federico from Italy. Hi Lorenzo, Daniel from Stockholm. That’s amazing. Feel free to comment into this chat. It works in a way that it’s only your first name, which is displayed, not your full name.
Like type away and uh you can type your questions over there too during the webinar. So, um let’s officially dive in into today’s webinar.
Uh, I’m even a bit touched now because we worked so much on this and now it’s here. It’s been in the making for a while. I think the first time we started to talk about producing the 25 uh global customer loyal report, it is in in July, so it’s like half, uh, half a year ago.
- Uh, so, um, if you see the slide in front of you, uh, you can see that we’ve done this report in 22, in 23, in 24, maybe you see that there’s like a common theme, the astronaut on the cover.
We want the astronaut to, um to be feel like the marketeer with you on this call and the person who is charting and who is who. Going in uncharted territories to explore new options to do the best for your customers and then now I’m revealing which will be the 25 global customer loyal report cover. Maybe you can guess what it will include like a character which is an astronaut.
This is the cover of the 2025 report and the theme of this new report. Where it is, AI, the age of AI and loyalty. So now you can see another person or another thing or a robot on the cover, which should be the AI who is our helper and there is like a peaceful collaboration between these two parties for a more fruitful future.
Um, so this is the cover of the 2025 report and we will be, uh, diving in, uh, into the content, um, from now on. And so many people are commenting where they are from Montreal, Quebec City, Texas, Istanbul, Switzerland, Argentina, Buenos Aires, London, Kuwait, so it’s just, oh, so lovely. I’m so happy that we moved to this new, um, webinar platform. It’s, uh, it will give us much more chances.
Um, I’m one of the co-founders of Antable, which is, uh, a piece of technology to power loyalty programs. That’s our team photo from the time when we saw each other, uh, this October or September because they are a remote company and uh see each other every year like once or twice, and here are a couple of, of, of our customers, very nice and big. Global Brands, um, I’m Jua Kechmar, um, and we founded this company back in 2012 with my three co-founders, and they are in loyalty since 2016. I’m also chief strategy officer. I’m responsible for the growth of our company and also producing these great insights. It’s always a team effort. We do this together with our team.
Um, and, and this team includes Andrew and Adrianne too. Andrew, I’d like to hand it over to you so you can introduce yourself.
Thank you, Gija and hello everybody. I’m Andrew Doyle. I head up our loyalty practice at EPA.
Um, I’ve spent the last 15 or so years. of my career helping reinvent loyalty programs, optimize promotion strategies, and build monetization business models. On behalf of everyone at EPA, our consulting agency and, and, uh, digital teams, uh, I’m pleased to be here. We’re a proud partner with Antavo, including on this the global customer loyalty
report.
Thank you. Over to you, Adrian.
Yeah, thank you very much, Lisa. So hi everyone.
I’m very excited to be here sharing the findings on this year’s report. So my name is Andrean Rondo. I’m a loyalty specialist and founder of Stratlis, the loyalty consulting agency, and we partner with uh B2B and B2C brands across various industries, uh, retail, income, transportation, QSR and much more to design, launch and optimize loyalty strategy. Um, personally, I’ve been working in the loyalty industry for 20 years.
But um I said I’m very glad that our team is partnering with Eta to create the goal. That’s my loyalty report since the first edition back in 2022.
Yeah, I, I don’t know what we, we would do without you, Andrian, because like we know each other so well at this point how we are producing this report every year. So hopefully this year you here next year too. Like I have no choice, like, you know,
very good team effort.
I think so. So, uh, in today’s call, I’m bringing up the agenda now. Um, we are going to have these topics, um, We’re going to talk about 4 things. The loyalty program landscape, like the big picture what marketeers are experiencing now. The second is the big consumer wish list, what customers, consumers want your customers. Number 3 is 3 trends that Adrian will present that are an option for you. That maybe you haven’t considered before, but based on our research, these are options to consider.
And number 4 is the age of AI and loyalty. The big thing uh to think about, to work on because everything is around the AI these days. It’s, it will be the revolution. It is the revolution that we are seeing today.
And we are going to have an allocated time for Q&A and it’s always a very buzzing Q&A when we are launching the global customer loyal report. It’s a lot of questions and I’m encouraging you to ask these questions um in the chat. There is this on the right-hand side, uh, exactly where um you just said your hellos and this is where you can type a question here. So your Questions here. This is where you can put your questions and we will flag these and it will go to a Q and A queue, so we are able to answer those.
Um, it’s like very likely we will not be able to answer all of all of the questions, but we will get back to you in email about that. Um, and yes, the webinar will be recorded, you will receive it after the webinar, and yes, you will receive the 80-page report too.
Um, so this is what we are going to do. Uh, let me tell a bit about how we produced this report.
So, we produced this report in a way that we analyzed member actions that are happening on NTable on the loyalty programs that are running on NTable.
And while last year we analyzed 30 million member actions, this year we analyzed 230 million member actions, so it’s a lot bigger sample.
We also went with the bigger sample on the marketeer survey answers because last year we had 600 survey answers. This year, we had 2600 survey answers from marketeers all over the world and there is a new consumer. Panel, thanks to EPA and Andrew. I’m so happy that you were up to this, that we have a 10,000 people consumer panel now that he asked people from all over the world, from all kinds of countries, you will see it in the report because they are big regional numbers too.
And that these people answered their preferences in terms of loyalty programs. And if you are having a look into the inside pages, you can see how beautiful it is and by just reading the table of content, you will already get the gist of the report. The table of content is very important and the art is so important here on the next slide.
You can see the actionable insights which are part of every single page. I hope that you are seeing the full page and not only the half of it like I see that.
Andrew, do you see the full page or only the half?
I see it in uh it’s full beauty, I see all of that.
It’s, it’s good.
Oh, that’s good. Fortunately, that’s good. And uh on this next slide, you can again see some beautiful pieces of art. We are particularly proud about the art that he poured into this uh document. And actually, this is why we thought that we would share this with you because we thought that we would do a raffle.
Um, there is one of the pages of the report is this space poppy, and we thought that we would draw two lucky winners.
Who could win a 50, 50 50 centimeter wide and tall, uh printed canvas art that you could hang to your wall, into your room or in your office, um, so all this space poppy. And uh this is part of the report, but we will print it for you and um we generated it through 170 prompts so it’s like a true collaboration.
uh between AI and human and how we are going to pick who the winners are. Um, we are asking you to pay attention to this webinar now when there are polls, we will have 3 polls when they are asking questions from you. Please interact with those polls and uh feel free to ask questions and this will be the measure of activity, and my colleagues will draw the lucky dinner at the end of this webinar.
So I’m suggesting that we dive in finally and we start the first thing, which is the loyalty program landscape. And what you can see here from the description is that the spend and ROI both reached new heights. It’s actually quite a nice word out there.
Satisfaction is at all times high. What do I mean by that? So we asked loyalty program owners if they are satisfied with their loyalty programs, and 7 out of 10 said that yes, they are satisfied with their loyalty program.
And if you can see it on the right, what is like the historical perspective around it, in 2022, it’s 5 out of 10 who were satisfied.
Today it’s 7 out of 10 who are satisfied uh with their loyalty program.
And um it’s quite a nice thing. It means that there was a big boom after COVID and companies were launching new loyalty programs and now they figured it, you figured it how to make it work and make it a revenue center, for example, instead of a cost center.
We also asked that what is the number one reason for this satisfaction with loyalty programs. And the number one reason is that the loyalty program doesn’t align with the brand’s customer experience.
And actually, 7 out of 10 companies feel that way, um, globally. Uh, the number 2 reason is the lack of impact on sales, and then number 3 reason globally is the lack of uh differentiating factor. So, my loyalty program is just the same as everyone else else. This is why I’m not satisfied with my loyalty program, people say.
And they also have regional data. So for example, in the US 80% said, 80% of loyalty program owners said that they are, if they are dissatisfied with their loyalty program, they are dissatisfied because there are no differentiating factor in their loyalty program. So it’s like all same, all same. And for example, in the Netherlands, it would be the lack of impact on sales that is the biggest concern.
- Now, uh, here is a poll that we are going to do, and I’m asking my colleagues to, yes, present the poll, and please, uh, cast your votes. The poll is active now.
The question where we are curious about your answer is that how much of your marketing budget is spent on loyalty programs. So think of your budget, like your overall marketing budget.
And how much of, uh, how much of it is spent on loyalty programs.
And it’s very nice to see that you are voting, people are voting.
And uh I think this is kind of the, it seems that this is kind of the final answer that, and we can now present the results uh that 73% uh says that it’s between 0 and 15%, which, uh which is spent on your loyalty program.
And if you see the next slide, I’m, I’m just realizing that maybe um we could have asked this question in a different way because this next slide is uh showing how brands are spending more on loyalty and um brands are spending 31% of their marketing. Budget on loyalty and CRM. Now, when we asked this question from you, we asked about your loyalty program, but what we asked the question from the 2600 professionals globally was this one that how much of your budget is spent on loyalty and CRM. Now, Andrew, again, I want to confirm with you, do you see the slides in full glory? Yes, OK, good. OK, good, thank you.
So you can see that here, what is the historical perspective about that. In 2022, which was around 25, 22%, there was a bit of uh uh pike in 23% going back to in 24 and now in 25, uh 31% of the marketing budget is invested in loyalty, which is quite nice, loyalty and CRM.
- So going on the next slide, this next slide is a number from Forester.
We wanted to bring this number here from Forrester because they had their B2C marketing and a customer experience report published recently, and they, these were their predictions for 2025 and it’s related to spend too, and they’re saying that 3X investment will go into unifying loyalty data with marketing tech.
So there will be this movement, this buzz, these things to be done around marketing technology and data and consider, if you’re not considering that, maybe you’re falling behind, but if you’ve done that already, that’s, that’s very, very nice.
Um, and, uh, on the next slide, and I’m asking my colleagues to click on the next slide, how investing wisely is worth it.
Um, well, businesses reported this record high 5.2x average return on investment like this very nice ROI, it means 520%.
Um, last year, it is 480%. It is still amazing, and the exact number goes that out of those people who measure the ROI of their loyalty program, For these people, the average ROI is 5.2 X and you can see that what is the exact distribution of it in this chart.
Uh, we ask this question in a way that the ROI values were not measured by us, but we ask these people, they know our, they know their ROI’s best, and then if they know then what is their ROI. For a couple of people, the ROI is 8X or greater, so it’s quite nice how people have figured it out.
All right. So, on the next slide, I will be handing it over to Andrew. I’m asking my colleagues to click for some reason, I have a hard time seeing uh the slides.
I, I just, I just praised this camp contract, so I will not touch it. Yes, thank you.
Um, but before we go into that, there is another poll where we are looking to your opinions, looking for your opinions, and the question is, is the market finally ready to move away from plastic cards and go fully digital slash mobile?
This is the question and we’re looking forward uh for you to actually cast your votes.
But I’m afraid that this poll result is already done. What happened here?
Maybe it happened that we made a mistake, right? Right. No, the pole is active now. OK, good. Thank God. OK, good.
So is the market finally ready to move away from plastic cards and to go fully digital slash mobile? Well, most people say yes, a couple of people say no, like 2/3 and 1/3, so I’m handing it over to you, Andrew, to help us understand what we think based on the numbers and what the people think here.
Super, thank you, Giza, uh, and thank you everyone for your votes. Um, so yes, mostly, uh, heading towards yes, which I think is the result that we would expect, particularly as loyalty professionals who’ve probably been talking about the benefits of moving to mobile apps for loyalty programs for several years.
Um, in the study, um, we asked consumers their preferred ways to interact with the loyalty program, and A is the number one, so just shy of 60% of consumers that interact with loyalty programs via mobile apps. There are some differences, uh, by generation, as you would expect. So baby boomers, um, still hold on to their physical interactions, they still prefer, uh, plastic or physical cards. Baby boomers and Gen Xers also, um, Uh, within their top preferences, like to identify themselves by providing an email or a phone number.
That generally though is the least preferred option when you look in, in total, uh, although of course that varies, uh, that one in particular varies, uh, by market.
You can see, um, the geographic or the country breakdowns, um, of this result and many others in full in the report, um, but the results that we’re gonna show you here are the global numbers.
What’s interesting to me, um, otherwise, unsurprisingly, that, that consumers are, uh, fairly bought into interacting through mobile apps is how do we deal with the 41% of consumers who don’t want to interact through a mobile app.
And that’s where I think we need to turn our attention to things like digital loyalty cards, which more than a third of consumers are willing to engage on, and I think we also then need to think. About the way that we build things like our communication strategies around that. So are we talking um to uh the right audiences with the right pieces of content. So if someone does have the mobile app and they have engaged with a piece of content, perhaps we don’t talk about that on email versus someone who only interacts with the digital card, and we need to highlight things um through our other communications. I think we need to pay attention to.
Uh, that 41% of consumers who aren’t on the mobile app and therefore we would want to engage in other ways, we know that getting people onto the mobile app is great for engagement, uh, and it also allows us to run more sophisticated programs.
We talked about interaction, but what about the content of the loyalty programs, so what are consumers interested in? Well, again, unsurprisingly, the vast majority of consumers are interested in financial rewards, so 70% of consumers are interested in financial rewards.
Now, financial rewards have been a core part of loyalty programs for a very long time, um, but today, of course, they mean multiple different things. It’s not just points that equal, um, redemption discounts, but those financial rewards can be uh member prices or access to exclusive promotions by virtue of being a member of the loyalty program or holding a status within the loyalty program.
The growth in preference for financial rewards is correlated to the economic environment, be that cost of living or just the general um savviness of consumers to price comparison and, and deal hunting. But it’s not necessarily bad news because of course things like member gated prices, member gated promotions are doing wonders for programs in terms of penetration rates and building the data asset. There is genuine value to the consumer, genuine value to the business. It’s almost bringing back some of the traditional value exchange thinking.
Now does that mean that experiential and emotional loyalty, um, schools of thought are no longer valid? Well, no, when you look at the list and the full list is in the report, you can see that those things are there, but they are, um, they’re in smaller numbers across multiple items, and I think that. Just talks to the design challenge for experiential loyalty. You have to have different types of experiential rewards, um, to meet the needs or the desires, uh, of different consumers, and therefore you have to focus, as you were saying early on, about the differentiation within the program and really understanding what’s right, uh, to hit the DNA of your particular brand.
What’s also interesting is to look at what consumers are asking for.
Um, and so here you can see uh what consumers um want more of, so what they don’t find in programs today.
Um, there is, of course, always in questions like this, a say doga, um, and no more than that top ask there, where, uh, 40.7% of consumers would like to see no expiration of points. Um, expiry of points exists for, uh, very good reasons, whilst consumers say that they would like no expiry of points, um, it’s generally not practical. Um, why? Well, reducing down liability for sure, but also. Um, the, uh, other practical reasons of actually driving cycles of behavior. There are very good reasons as to why we would want that in order to perhaps create another moment where someone, uh, comes back into the brand ecosystem.
The appropriate middle ground generally there is to link it to activity. Of course you can define what activity is based on the particular sector that you’re in. If you’re in grocery, you’re perhaps going to define activity as a purchase. If you’re a a a lower purchase frequency sector like luxury fashion, for example, you’re likely to class activity as some form of other interaction with the brand or with the program.
The other asks here around um more ways to earn points, um more offers from partners, generally is just doing more with the program, um, and I think this is something that everyone, um, always aspires to do. I often er talk about having a pipeline of new news, you want. Things to talk about, you want, uh, to be able to generate some excitement, that’s how you keep up levels of engagement, that’s how you keep up levels of activity within the program. Um, so I don’t think there’s any particular surprise there, but it’s always something worth, uh, keeping in mind, um, to, uh, to have on our road maps.
The one thing that I would leave you with as you um reflect on the full set of consumer results which are available within the report, um, is think about what your response is. You know, some of these things might not be a surprise and you might just acknowledge them.
Others you may have a defined action against, but think about the consumer response against the rest of the trends that you’re gonna hear in this webcast and in the report, and then obviously triangulate that with the position of your business to start to think about, um, yes, what you need to acknowledge, but perhaps not act on, and then what you need to act on um and uh make part of your plans.
Uh, thank you, Andrew, and I’m noting the amazing chat that is going on right now while you were speaking, Andrew. And if people are asking questions, we will be picking, my colleagues will be picking which one to answer, uh, when we are getting to the Q&A, and it’s really nice to read how people are talking about point expiration, that is, for example, driving, also engagement and program profitability.
Um, interesting to hopefully see something about that corporate aspect. Uh, yes, and it’s like a big challenge how to remove point expiration if someone would want to remove. There is no technical barrier to that. It’s more like, uh, what is the, what is the business rationale, uh, behind that. And there are a couple of uh questions about the data. Um, so we have data based on the country, uh, based on industry in terms of the marketeers, and we have data based on age and gender for and country for the consumers.
And I’m spoiling things now, but maybe with the help of AI, we will be able to answer all your questions because of course, these are multi-dimensional, very complex data sets.
But we will be able to answer your questions. Fortunately, with the help of TBAI. So now that was the spoiler. Keep asking your questions and rest assured both the slides, the recording, and the 80-page global customer loyalty report will be shared with you after this webinar.
So, uh, let’s go to the next slide and please launch the poll. And this poll is about would you buy more from a brand if it offered family accounts or point pooling.
Or householding or shared accounts, and there are many names for that and please put your consumer hat on right now because this is something that we ask from consumers as uh one of the opportunities to be identified for you, one out of the 3 that Adrian is going to present. So I’m handing it over to you, Adrian now to help us understand what people think here and what is, what our research was about.
Yeah, thank you, Ga. Uh, very interesting to see this number. Don’t want to spoil anything, but, uh, we’ve seen that we have the exact same percentage.
And so let’s dive into the first chance that um emerged from this news report, uh, points point, or we can call it household account as well. So just a quick introduction, household account, um, there’s multiple members that can combine their points into a shared balance, um, each maintain usually their separate account.
But uh they can redeem their point, they can use their point together for, uh for redemption.
Um, so what we’ve seen uh in the research if you look into the reports that there’s a gap between the consumer demand and, and the market offering. So we asked the same as we I just asked you, we asked consumer um about points polling, and 76% of them told us that they would prefer to shop with brands that offer uh points pooling.
Um, yet, there’s only 4 in 10 programs that provide the features, so we see here 43.7%. So I just want to repeat these numbers because there’s a quite of an important gap here. Um, nearly 8 in 10 customers prefer shopping at brands. With point pooling, but only 4 in 10 actually offer it.
In the, um, in the report, you will see throughout um the trends, uh some case studies. They showcase some programs that excel in one of the three different trends that I’m talking about today. And then the one for points pulling, uh, we selected um Hilton Honor that we can see here on the right. We selected it because um it’s stand out from uh the other because of its flexibility because it provides multiple ways to share points. The first one is pulling points into a household. Account, so what we’ve just been talking about, so members can earn and redeem their, their shared balance.
Um, the second option is transferring points between members, and then the last is um offering members the option to purchase points and then give them as a gift to other members.
Um, so the three different ways are great, obviously, because they, they can um enable the members to unlock like trip, uh, experience days that might have otherwise have been like out of reach.
Then we also ask brand um offer point polling about the impact of it, and 7 out of 10 said that they believe that the benefit far outweigh the cost. So that’s also great.
Moving into uh reward customization, um, which, uh, personally I love and I use in some of the, my favorite program.
Uh, so reward customization allows for a customer to choose how they want to be rewarded. So that gives them like a sense of control over the loyalty experience that you have.
Um, can appear a bit complex at first, but it can also be fairly simple to, uh, to implement and is, um, I’d say much more engaging than traditional rewards.
Um, why? Because it makes customer, it makes members feel value. Um, it shows them that, you know, brands are listening and care about their preferences.
So based on our finding, uh, you can see here that 81% of consumers would prefer to shop with brands that offer reward customization, and once again, we have only half of the program that offered the future. So that is 8 customer out of 10 were saying to us, um, I would shop more at brands that offer reward customization, but it’s not available yet. So obviously great opportunity for brands to build emotional loyalty, to build engagement through uh personalized rewards.
If we um look into the future for um reward customization, because we also asked future program owner about reward customization, and 80% of them said that they plan to offer reward customization as part of their future loyalty program. So I guess we can probably expect to see the gap closing um in the future.
As we now look into the um case study, the Nordstrom Nordic Club that we can see here on the, on the right uh part of the slide.
Um, it’s featured in the report for the way they approach reward customization, and if you have a member of the Nordstrom uh program here today, but the tiered uh loyalty program offer a promotion called Personal double points stay, uh, and it’s offered to their higher tier members. It allows them to choose. Which date they want to earn the double points on any of their purchases, and then they can simply activate the offer on any channel, uh, and, uh, anytime throughout the year. So that makes the experience very simple, but it gives once again a sense of control, which is, uh, once again, very great.
We’ve seen other brands, um, and I’m thinking about Sephora, staples in the US, uh, Canadian tier here in Canada that have implemented like different forms of reward customization, and they’ve done it through different ways whether through um personalization of the earning structures or how you earn the rewards of the weekly offer.
Um, but we’ve asked.
Uh, brand, uh, into our research about how they implemented reward customization. And then based on the finding, the most popular way um that current program owner of reward offer reward customization is to reward, uh, selection, so allowing members to choose which reward they will receive.
That’s followed by giving members the option to customize the action they take to earn points, a bit like the um Uh, Nostro example that we just saw here. And then last, there are also some programs that um allow members to customize the benefit that they receive when they uh when they reach a new tier.
Um, last, uh, let’s move into our last trend which is gamification, uh, but gamification specifically in the context of data collection.
So, obviously gamification is a growing trend. We hear it a lot, but for good reason, I think, um, everybody will love a good game and we all love winning it somehow. Um, so gamification leverages the game mechanics and the psychology behind to engage customer in the loyalty program through their journey and then in this case specifically to collect high quality customer data.
You can see here that uh we found out that 55% of consumers would prefer to share information through games and quizzes rather than the traditional form.
Um, that means that more than 1 in 2 customers would actually go, actually more willing to share information uh with your brand when it’s done through a gamified process.
Um, on the brand side, because we also ask, um, brand manager, uh, loyalty program manager, and 7 out of 10, um, agreed that gamified data collection yields high quality data and it is definitely worth the investment.
If we look at the case study, um, the Charlotte Tilbury Beauty Program, um, is the one we feature. Um, you can see here on the phone image their pro skin analysis feature.
Um, that, uh, feature invite customer to take a selfie, uh, and then it analyze their skin to make personal, personal, um, skincare recommendation.
Um, what I also like about this program is they use gamified quizzes with mood-based images to suggest products. So basically you can swipe as a customer, you can swipe through the images, uh, and then they reflect your mood, and then based on that you receive product recommendation, which is really engaging. I think what’s wrong with this immation example, um, first, it answers a purpose, and then second, it’s well timed within the customer journey.
Because some of you might have already experiences, like some of the gamification some time like feels a little bit random um or empty because they don’t enter a purpose and they’re not really well timed.
So in this case, we know that um for those that work in beauty or know a little bit the beauty space, we know it’s a very crowded space. Um, so it’s interesting to see how Charlotte Tillsbury have leveraged both their beauty expertise and technology innovation through that gamification to stand out from the competition.
So I will leave you with a little bit of uh the future gamification for data collection as we’ve seen it today, something that we can expect to see more in the near future because we have 76% of brand planning to launch a loyalty program in the next two years that um told us that they want to implement gamification for data collection.
And back to you.
Thank you, Adrian. Uh, these are all very useful insights.
Uh, someone on the chat even asked like how to pick which one to use, and um it’s a good question and basically.
Up to you, um, because maybe not all strategies would be applied to everyone’s case. Of course, there are all these different companies out there, someone is selling directly, some is selling indirectly, there are brands and retailers, even train lines out there just if I think about their own customers.
Um, so this is number 4, where we’re going for now. Um, and, uh, if you go to the next slide, we ask people what their relationship is with AI and loyalty programs, and I’m asking my colleague to go, to go to the next slide, and maybe I can do that.
Uh, yes, this is what I want to mean. So the point here is that the majority of consumers, and by consumers I mean the 10,000 consumers that we asked, some people ask about the age distribution and location distribution. It will be part of the report. Um, the majority of these consumers are open to AI German loyalty programs, especially millennials and Gen Z.
Um, even they say almost 40% would more likely to join a loyalty program if it had AI, and there’s this quite big group who is undecided they are, hm, I don’t know, maybe yes, maybe, you know, it’s almost 50% of people who are undecided, they could be turned either yes or no. Our prediction is that AI will be um an expert on the long run to manage the rewards for members.
On the next slide, um, what we are sharing here that AI loyalty still has a room to grow, and in this question, we ask the way the program owners, and here we see that 37% of program owners are currently using AI and on the right, you can see for what? Mostly for customer support, reporting, program improvement, and there are a couple others like loyalty programs, coping, content creation, and the report we go on.
Also to note, which is not included in this slide, but I’m telling you now that agencies who work with brands offering the loyalty program, they always reported a higher percentage in terms of AI.
So, uh, the usage of AI is 10% higher in loyalty programs when it, when it’s managed by an agency.
Or the importance of AI they think um is 10% higher than what marketeers think when um when they answer their own questions. So there is this like difference that agencies think that AI is more important and they are more advanced in it.
OK, so our next is our 3rd poll and uh I’m asking my colleagues to put it on the screen and the question is, how would you feel about using an AI powered agent?
And what do we mean about that? What is agenttic AI? This is the question about. So that’s the kind of AI which is not degenerative or the descriptive AI but which is an agent um that can access databases where you get access. And it can act on its own. It can identify problems or potential errors. So for example, a customer support is done by an AI it accesses multiple kinds of databases, just like basically a digital colleague would do.
And 61% of people are comfortable using AI. An AI powered agent, uh 25 is neutral and 15 is not sure. And if you go to the next slide where we actually talk about that, we can see that 67% of the people that we asked, um, of these 2600 professionals globally, they are interested and comfortable in using uh AI powered agents and agenttic AI, um.
And I have to say, this already exists, it’s already in use, and we know that because we created one and it’s like a piece of shameless promotion now. On the next slide, we want to share with you what we published back in October.
And an example of agent the AI because basically we turned one of our long-standing colleagues Timmy, um, um, who is a business analyst Dr Lea Santa, and she meets every single customer that we have and the on board. We turned her into an AI avatar. You can see Timmy on the left and you can see Timmy AI on the right. It made it into uh Reuters. It is like a big hit and now uh we are looking to publish it, uh, accessible to everyone this year, early this year, uh, because now, uh, we just, uh, in beta.
- And another piece of info of people who ask very specific questions about um specific regions or age groups or industries. I can tell you that we will train TIME AI to be able to ask you a question because a report is like a one-dimensional document, but TE AI can answer your questions related to that. Be trained TMI, and soon we will be ready to share it with you.
Um, but going back to the regional numbers, and we made it available for you in the report, and now this is the time for my colleagues to send the link, right, to, to the report because uh we have the regional, um, Benchmarks for uh most of the numbers at the end of the document. And now, finally, you can access it. If you open the chat, uh, here is what my colleagues and named Antabo Anamu admin. Um, and here is the link to download the Global Customer Audit report 2025.
The emojis are growing. It’s so hot and thumbs up, yes, definitely. Please open this, we are so excited for you to see. You will see how it’s built up, what is like the question, the, the order of the chapters, and at the end there is of course, the regional numbers that I just talked about. Someone is asking Asking actually is Timmy getting royalties uh per request face.
She’s not, but she’s getting, um, so she is compensated for her likeness. Um, it is actually a big thing that we were discussing with her in terms of, uh, like lending her likeness to TE AI because that’s something that I don’t think that many companies have done before. Maybe they are the first ones who have done this in general.
- So, I think this is the part when it’s Q&A time.
And um I still have time for these questions and my colleagues helped to summarize most of the questions. It’s in front of me, that’s good.
Also, here what I want to tell and make sure that please connect with us. I’m responsible for technology, from Antabo, so happy to get your request if you want to request from your loyalty program or launch a loyalty program. And there is part of EPA, which is a 60,000 people global system integrator company, happy to handle digital projects from strategy to implementation, very big scale.
And Adrian is a founder of StratLX, which is a more boutique agency based in Canada, uh, one of our best partners, and this is why we are doing this work with her team for 4th year in a row now because great people there to handle strategy and implementation.
- So, I’m going to the questions now.
And Hm Let’s do one first question.
For Adrian. What do you think about this Adrian?
Um, what does more flexibility when redeeming points?
Does that mean more reward options?
So basically, the question is how could be more, how can we be more flexible when redeeming points? Is this OK with you, Adrian? Can you go for it?
Of course, of course, yeah.
So Andrew talked about a customer wanting more flexibility when they redeem points. It does mean, um, a lot, so it does mean reward options. So yes, it is a more reward option, but it’s also, um I would say like a seamless process into um how you can. Deem points being easy on any channel, uh, removing any friction points into the redemption process, so it is on one side more reward options, so giving the options to pay with points, purchase any product with points, even go with the experiential rewards um when you redeem for points, for example, but also making sure that the process is very seamless, easy, and, and removing any of the um of the friction points.
OK, good. Thank you.
Um, also, there is a question to Andrew.
Can you tell more about what each age group likes and dislikes? This is, you know, Andrew about the favorite child per generation.
Um, in terms of the 4 generations that they examined.
Do you see that? Uh, do you have it in front of you?
Um, I don’t have it in front of me, but I can, I can recall most of it. Um, there is a great, um, there’s a great infographic in the report for those who have already started to download it. You’ll be able to, um.
Take a look at it, but it’s essentially the baby boomers who, who prefer plastic or physical cards. For everyone else, mobile app tops it. Um, what’s then changing in terms of like 2nd and 3rd preference, um, is between digital loyalty card or email slash mobile phone number as a form of identifier. Um, it does again also vary by, um, country and region. So, um, take a look at that, you have access to that in the report as well.
OK, and it’s on page 28. I just checked it, so this answer is on page 28. All right. Uh, there is, uh, another question which asks, do you also have tech-related findings, technology-related findings, and yes, we do. Um, there is this number about revamping. 66% of loyalty program owners are likely to revamp their loyalty program in the next 3 years, and there is a number about re-platforming.
53% of program owners are likely to repatform to a different loyalty program technology in the next 3 years, and what is, what do I mean by revamping and repatforming? Revamping is when you rethink your strategy, you change your strategy, you like renew the loyalty program and re-platforming is when you change the technology behind um the loyalty program. So many people plan to do new things, 66% is revamping and battery platforming 53% is even planning to change technology and please consider like on Tao, you know, this is our business and it’s battery platforming and of course with revamping, there are so many strategists out there just like Adrian and Andrew, where you can also, so many people are doing it in-house.
All right. Mhm.
For Adrian.
Ready, uh, ready. I’m just thinking which, which one to choose.
Uh, OK. Is there a difference per continent and region in loyalty budget allocation?
Um, yes, um, the, the difference is quite small though. Well, what we’ve seen is in general, uh, if we look at North America and if you look into Europe, um, the budget distribution and budget allocation is pretty similar, um.
There are some other um region I would say where we see um small differences, uh, like for example in the UK, um, it’s slightly below the average, um, where, um, on, uh, in China, for example, like, uh, stands out because they Spend a lot more on loyalty as well. The differences in general are, are not really big, I would say, but, but the, um, like I said, the UK is a little bit lower, China higher, but North America and Europe, which are more mature market in, in, in loyalty, are very similar to the global numbers we’ve seen here.
OK, Adrian, thank you. A couple of people are asking about coalition loyalty programs, and Andrew, please think about how you would answer that. Ricardo is asking, what do customers think about coalition loyalty programs? By the way, they haven’t asked this question, uh, in today’s, uh, in, in this report, and um Uh, do you know, uh, Jean is asking, do you know some info about the programs that are coalition pretty interested? So I’m asking your experience in general, Andrew, about that as we don’t have specific data but it’s how people usually think these days about coalition loyalty programs which are basically different businesses where you can join as a member.
Yeah, I think um you, you’re right, we didn’t ask specifically about it, but there’s probably a couple of hypotheses or, or at least pieces that we can draw out from, from what we did ask, um. Certainly the preferences for um partner offers, um, and the scope of rewards which are available. Clearly, those things are greater if you’re in a coalition program. Um, I think, uh, you know, the, the age of the coalition program, several remain and are very successful.
Um, and, uh, a slightly different breed of coalition like program exists today that’s typically led by a very dominant partner, um, but then they have an ecosystem of partners who are, um, either kind of funding the earn everyday activity or providing, um, the experience and the interest in, in the reward redemptions, um. It really depends on the sector that you’re in, you know, there are some brands which will stand alone and then there are some brands which are clearly gonna be um stronger meeting the, the needs and interests of consumers um with a, with a curated set of other brands.
Thank you, Andrew. Um, meanwhile, uh, you were talking, I’ve seen Timmy, as of Timmy, AI fame answering a couple of questions. So when you see Timmy answering your questions, that is Timmy, the famous Timmy, you know.
Um, and, uh, there is someone asking, uh, Sharbel is asking how to develop an AI chatbot that acts as a personal agent that can redeem on behalf of a loyalty member.
Engage them with new services and newly onboarded reports to partners. Is there anything developed with NTable? So with Nable, we are focusing first with TI on the management aspect of the loyalty program, but that is exactly the use case that you just described is the use case for the loyalty member facing um uh platform.
And for example, turning to Andrew with this could be a very nice opportunity because EPA can definitely help with things like that.
All right. Next question, someone asked, Did you investigate the top contributing factors, and Adrian, this is a question for you. I see that you are actually looking at that in the document.
Did you investigate the top contributing factors for the big growth in among those people who are satisfied with the loyalty programs and in the part which is satisfaction with the loyalty programs, so like this topic when we are talking about the people who are OK and happy with that loyalty program,
yeah, yes, yes, we did, so I’m glad to see we did.
Um, so we, um, we ask the con, we ask people who were, um, satisfied with the loyalty program, but we also ask people who are not satisfied about the loyalty program, what are the main reason or the con contributing factors. So when we look into satisfaction, um, the top two reasons are fostering deeper engagement with customers. So what they are telling us is that their program, they’re satisfied with their program because it’s.
Very deeper engagement with customers and then it also drive repeat purchases incremental sales. So it’s interesting because we have both the financial and the emotional component that makes satisfaction, uh, greater. So these are the top two reasons, and then, um, and that is followed by helping to um gather valuable data. So the data collection, which was one of the big trends we talked today, was also part of the uh of the top reason.
Um, but there’s more than that. I won’t go into more details just now, but there’s a lot more, uh, reason why, um, brands are satisfied or even not satisfied with their loyalty program. So I invite the people to look into the report cause you have charts and all the details about that, uh, in there.
Thank you so much, Adria, and I just inserted again the full report. Here’s the hotspot link uh for that. There is a full report.
Um, you can download that too, uh, you will receive this report into your mailbox after this webinar, and then, uh, thank you so much for saying these nice things, Alexandre Sanir, Paulo and everyone else, how you found this webinar. Uh, very insightful. OK, so I’m asking my colleagues to be ready to present where the winners of the Space puppy, you know, because we have this space puppy print thing going on, um, and before, uh, you would click that, don’t click it just yet. I want to say that It’s been very big for us to produce this report every single year.
Our our purpose is to help you to make your point and convince the people who need to be convinced.
The management, the board, your colleagues. This is why we are doing these benchmarks every single year. It’s such a big work you can’t imagine, it’s like so big, but we are doing it and then we will be doing it next year too. It’s just something that we do now.
And um you have all these questions that you asked, those people’s questions that you haven’t answered, we will answer it in an email, either Adrian, Andrew, myself or my colleagues, so don’t worry about that and uh Um, and thank you so much for participating on this webinar now.
After we hang up, you will receive the recording of this, uh, call, you will receive the 80-page report, and you will receive um the Well, what are you going to receive the slides basically, so the recording will be there and the report will be sent out. And now is the time to see that who were the, who are the two people who can get this print. Uh, please, my colleagues, click on that next, uh, uh, link because it’s a row D and UAF.
I know very mysterious, but we want to respect, uh not sharing your full names, and these two people are the ones who received the two prints. My colleagues will be in touch with you in the email address that you used to register to this seminar. All right. Thank you, everyone. Uh, we wanted to give back 3 or 2 minutes to, to your day. Congratulations to the Rafael winners, yes, um, and looking forward to see how you hang your art to the space poppy that was created with this beautiful collaboration between humans and AI.
Uh, thank you very much, Adrianette Andrew. Do you want to say a couple of parking birds for today?
Maybe an Adrian you could start.
Yeah, yeah, well, thank you very much for everyone to be here today. It was a very great to see all the comments, all the questions, so people were very, very engaged. It’s always true because there’s months that you were saying at the first time it was in July that we start working on this, so it’s months of work for us. So thank you very much. It was uh very uh nice seeing you. Uh, and, uh, or reading you, should I say, and, uh, cheers, and we’ll see you next year with the 2026 edition.
Thank you, Andrean. And Andrew, a couple of words. Yeah,
just to echo, um, the thanks. This has been a great conversation. Um, I haven’t been able to keep, uh, on top of everything that’s in the chat, but I’m gonna go and look through and, uh, my phone’s been going a little crazy with people, uh, connecting with me already, so I’m looking forward to continuing. Oh,
that’s good.
Excellent. Thank you everyone. Thank you, my colleagues, and then see you online, see you on LinkedIn, and knock yourself out with the report. Feel, feel free to share a button on LinkedIn, and if you tag us, we will come and interact and vision and everything. So thank you, bye, bye, everyone.
Thank you.