What We Learned About Customer Loyalty in 2025
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2025 is here, and so is the new customer loyalty landscape. What lessons have we learned about loyalty strategies this past year? Which approaches are proving to be lasting, and how can brands position themselves for future success? Let’s explore the most interesting and important loyalty takeaways from Comarch’s recent webinar, “From AI to Sustainability: Customer Loyalty Predictions 2025.”
The State of Customer Loyalty in 2025
Is building customer loyalty easy in 2025? On the one hand - we have tools like AI and data analytics that give us an enormous advantage in understanding our customers better and preparing highly personalized offers - something that would have been unimaginable just a few years ago.
However, before we can leverage these technologies, we first need reliable data. This is where systems like Customer Lifecycle Management (CLM) and Customer Communication Management (CCM) come into play. They help marketers gather essential data points during customer registration, through transactional records, and even via surveys that capture various customer attributes. With this data in hand, we can use AI-driven analytics to gain deeper insights into customer needs, allowing us to fine-tune offers and communications to match individual preferences.
On the other hand - modern customers are constantly bombarded with messages, content, and promos, which make them incredibly picky and attention-scattered.
So, what’s the loyalty industry like in 2025? Let’s take a brief look at some critical numbers that may give us insights into the current state of customer loyalty.
Loyalty in 2025 by Numbers:
- As of 2025, an average customer is a member of 10.72 loyalty programs.
- 32.37% of customers are members of supermarket loyalty programs, followed by 12.55% in airline programs and 11.2% in hotel loyalty programs.
- Most consumers earn and spend loyalty points through regular food shopping (34.34% and 27.81%, respectively) and online shopping (21.14% and 20.67%).
- More than half of respondents (51.05%) are very likely to stay loyal to a brand due to the convenience and value of its loyalty rewards.
- 43.17% of respondents are open to sharing data in exchange for rewards.
- 54% of Generation Z customers cite sustainability practices as the reason why they’re staying with their favorite brands – or leaving for a greener one
Source: Comarch and the Global Loyalty Organization Report.
Customer Loyalty Insights for 2025
AI
Artificial Intelligence has been a part of loyalty programs for a while now – but its impact is only continuing to grow. From AI-driven omnichannel features to micro-segments, this technology is a true game changer in terms of what loyalty programs can offer and how they can be interacted with. In 2025, AI’s influence on loyalty programs is only set to increase.
“AI can accelerate data analysis, recommend effective communication channels, optimize dynamic pricing strategies, and enhance reporting, empowering loyalty experts and marketers in their decision-making processes,” says Łukasz Dubiel, Loyalty Solutions Consulting Director at Comarch.
With all these benefits, it’s hard to see a future where AI doesn’t impact loyalty programs in a massive way. How can it be used in 2025? Real-time analysis of customer behavior, chatbots utilizing Natural Language Processing for the most human-like conversations possible, predictions that allow you to offer products that anticipate your customer needs – the possibilities are endless.
Sustainability
According to a global study by Comarch and GLO, 51.96% of consumers would remain loyal to brands with eco-friendly practices, while 38.29% consider reducing plastic waste a critical initiative. Sustainability is, no doubt, one of the key focus areas in the loyalty business for 2025. As customers become more eco-conscious, they no longer expect but even demand greener choices. Brands can meet those demands by rewarding sustainable actions within their loyalty programs, encouraging clients to buy second-hand products (like H&M and Ikea), providing carbon offset rewards for eco-friendly purchases (like Delta’s sustainable travel options), and replacing physical rewards with digital alternatives to reduce waste.
Generational marketing
A recent development in loyalty and marketing is the focus on how different generations engage with brands and view shopping. With Gen Z, Millennials, Baby Boomers, and Gen X all on the consumer market, it’s natural that their approaches and needs will vary. For example, 80% of Gen Z consumers discover new products through social media, compared to only 25% of Gen X consumers. Similarly, over 80% of Gen Z are likely to buy from a brand that promotes sustainability, while the same is important to only 30% of Baby Boomers. There are many more examples that prove how important adjusting the message and the offering to each generation is in today’s loyalty.
Personalization & Data Privacy
Personalization is one of the most desired features a loyalty program can have in 2025. When asked about it, as many as 56% of customers said they are more likely to shop frequently with a brand when they receive personalized offers [Source: Comarch and Glo]. Whether it’s exclusive deals based on a browsing history – like the ones offered by Amazon Prime or beauty products suggested due to previous purchases like the ones customers can count on from Sephora, making rewards and content as relevant and engaging is the key to enticing the ever-so-demanding consumers today.
But personalization can’t happen without data sharing. 26% of consumers are willing to share data such as transaction history or demographics, but only if it’s not passed on to other companies. To build trust, brands need to communicate their data practices clearly. Make this information easy to find and simple to understand so it doesn’t come across as shady or intrusive. Transparent data policies ensure that customers feel confident in sharing their information, which ultimately enables brands to deliver the personalized experiences that drive loyalty.
Integrating rewards into everyday purchases
More than 2/3 of customers say the number one reason why they join a loyalty program is for the value of rewards offered. Modern customers are impatient, and it’s incredibly easy to lose their attention – that’s why it’s critical to keep them on their toes and scratch that instant gratification itch. Of course, it doesn’t mean that you should give them rewards every time they visit your store. That’s not feasible for the long term. Depending on your goals, you can keep customers engaged in various ways, ensuring that shopping with you always feels rewarding.
Regional Insights into Customer Loyalty in 2025:
- United States: For 60% of US consumers, convenience is as important as quality, price, and discounts when shopping.
- United Kingdom: 57% of UK shoppers are members of supermarket or food retail loyalty programs.
- France: France leads in restaurant and café loyalty program membership, with 13% of consumers actively participating.
- Germany, Austria, and Switzerland: 10% of customers in these countries spend their loyalty points on apparel, cosmetics, and electronics.
- Benelux: 29% of consumers in the Benelux region want to see personalized offers based on their shopping history in their loyalty programs by 2025.
- Scandinavia: 48% of Scandinavians are willing to share their personal data in exchange for rewards.
- Saudi Arabia: 70% of Saudi consumers consider sustainability when choosing where to shop.
- United Arab Emirates: By 2025, 61% of UAE consumers are strongly interested in seeing rewards seamlessly integrated into digital or mobile wallets.
- Brazil: On average, Brazilians are members of 14 loyalty programs, well above the global average.
Report on the Future of Loyalty – Real-Life Customer Insights
Enjoyed this overview of the most important loyalty insights? It’s just a preview of what you can find in our brand-new report, “Customer Loyalty Predictions 2025 and Beyond.” Based on a global study featuring over 3,000 participants, it’s a very detailed analysis of the current state as well as the predicted future of loyalty programs. With insights from 27 experts, consumer answers, and regional market prognosis, it’s everything you need to know about customer loyalty in 2025.
