Everyone knows the classics – collect points, get discounts, plastic cards at checkout. But let’s be honest: do these systems really create loyalty, or just train us to chase bargains?
In a world where an average customer carries a wallet bursting with loyalty cards, the question almost answers itself. When you have 25 loyalty cards, you don’t have loyalty – you have dis-loyalty. You’ll always go where the deal is better. That’s the fundamental shift behind Loyalty 2.0. The goal isn’t to buy customer loyalty with rewards. It’s to earn it through relevance, emotion, and habit. Modern programs aim to become part of the customer’s daily rhythm – rewarding not just transactions, but interactions: a review shared, feedback given, a post created, a challenge joined. It’s about recognition and belonging, not just rebates.
"If you’ve got 25 loyalty cards in your wallet, you’ve actually got 25 dis-loyalty cards – you’ll always go where the deal’s better.
So, what’s new in loyalty today? What should companies really know before they dive in?
The big change, unsurprisingly, is AI. Artificial intelligence has moved from hype to hands-on tool. It predicts which members are about to churn, recommends the next best offer, and personalizes outreach down to the moment. Instead of mass coupon blasts, customers now receive short, timely nudges that feel genuinely helpful.
Another major trend is what we call the hybrid value model – a blend of instant gratification (cashback, coupons) and long-term recognition (status, community, exclusivity). It’s a mix of “something now” and “something to aspire to later.” Immediate rewards still matter, especially in price-sensitive segments like grocery retail. But for fashion, travel, or premium brands, the emotional currency – being part of an inner circle – outweighs the discount percentage.
And then there’s friction. Or rather, the lack of it. Nobody wants to carry physical coupons or scan paper receipts. Programs must now be completely seamless: digital wallets, card-linked offers, automatic redemption both online and offline. The less a customer thinks about the mechanics, the more loyal they actually become.
Another major trend is what we call the hybrid value model – a blend of instant gratification (cashback, coupons) and long-term recognition (status, community, exclusivity). It’s a mix of “something now” and “something to aspire to later.” Immediate rewards still matter, especially in price-sensitive segments like grocery retail. But for fashion, travel, or premium brands, the emotional currency – being part of an inner circle – outweighs the discount percentage.
And then there’s friction. Or rather, the lack of it. Nobody wants to carry physical coupons or scan paper receipts. Programs must now be completely seamless: digital wallets, card-linked offers, automatic redemption both online and offline. The less a customer thinks about the mechanics, the more loyal they actually become.
Enter Open Loyalty. What is it, and why does it matter?
Think of Open Loyalty as a modern engine for customer engagement. Traditional loyalty systems are either too rigid or too slow. This one uses event-driven logic – when a certain event happens (a sign-up, purchase, or quiz completion), it instantly triggers a reward or next action. Everything runs through APIs, which makes it modular, flexible, and fast to integrate with CRM, POS, or e-commerce systems.
Companies can keep full creative control of the customer experience on the front end – app, website, portal – while Open Loyalty handles the heavy lifting behind the scenes. It’s essentially the brain that connects every loyalty touchpoint into one intelligent
network.
Companies can keep full creative control of the customer experience on the front end – app, website, portal – while Open Loyalty handles the heavy lifting behind the scenes. It’s essentially the brain that connects every loyalty touchpoint into one intelligent
network.
Gamification – fun buzzword or serious business tool?
Serious tool, without a doubt. Gamification isn’t just about “making things fun.” It’s a behavioral science mechanism. A fashion retailer, for example, might create a “Summer Outfit Challenge,” where customers unlock achievements by purchasing a full seasonal look. A sports brand can turn step counts or gym visits into badges that level up. Even an insurance company can gamify healthy lifestyles – rewarding families for hikes or bike rides instead of just policy renewals. Over time, these micro-achievements shape habits, and habits are the foundation of real loyalty.
What’s the killer feature of Open Loyalty, in your opinion?
Its flexibility and speed. Marketing teams can design and launch campaigns themselves – define conditions (product, price, location, customer segment), link partners, trigger CRM workflows or email sequences – all without waiting weeks for IT support. Loyalty 2.0 is a living system. It thrives on constant activity, so the ability to adjust in hours, not months, is a real competitive edge.
"The goal of new loyalty programs is to become part of a customer’s daily routine – not just part of the receipt at checkout.
And compared with competitors like Emarsys?
Pricing is the clearest differentiator. Most big-name platforms charge based on the number of contacts in your database – even inactive or unsubscribed ones. Open Loyalty charges only for active monthly users. You pay when your customers are active, not when
they’re asleep. During campaigns or holidays you pay more; in quiet seasons, less. Fair and transparent.
they’re asleep. During campaigns or holidays you pay more; in quiet seasons, less. Fair and transparent.
So, are points and cashback still relevant – or are they relics of the past?
They still matter, but as part of a bigger story. Points and cashback bring people in. What keeps them there are status, exclusivity, and emotional payoff. Loyalty 2.0 is about being recognized, not just rewarded.
How does this translate into everyday marketing?
It mirrors what Gary Vaynerchuk preached in Jab, Jab, Jab, Right Hook: give value first, build the relationship, then make the ask. When customers feel that genuine connection, and you tell them they’re just $100 away from the next tier – they’ll close that gap. Not because of the discount, but because it feels like progress. Modern loyalty isn’t about bribing customers. It’s about understanding them well enough that staying loyal simply makes sense.
Številka 4 | DECEMBER 2025
GAME CHANGER
INSPIRING BUSINESS STORIES OF REMARKABLE PEOPLE
