Loyalty 2025: The New Loyalty Is Based on Simplicity, AI and Values

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Customer loyalty is no longer earned with points and discounts alone. In a context where each person participates in over 10 loyalty programs on average, companies are called to profoundly rethink their engagement strategies. This is stated in the report Customer Loyalty Predictions 2025 and Beyond , created by Comarch and Global Loyalty Organisation, which involved over 3,000 consumers in 15 countries.

Too many programs, too little fidelity?
Participation in loyalty programs remains high – with a telegram data global average of 10.72 signups per person – but in mature markets there is a decline in enthusiasm. In the UK, for example, the average drops to 8 programs per user, compared to 14 in Brazil or 13 in Saudi Arabia. A difference that reflects two scenarios: on the one hand, saturation and selectivity, on the other, enthusiasm and room for growth by offering truly personalized and engaging plans.

User experience: the first reward is simplicity
The first obstacle? Complexity. 32% of consumers abandon enrollment in a program if the process is too long or complicated, while a quarter report unintuitive apps as a barrier to participation. User experience, especially digital, is now a basic requirement. Simplicity and immediacy become key factors in attracting new users. “Programs must be simple and customizable: it is essential to offer options and facilitate individual choices ,” says Raffael Fappiano Neto of Azul Airlines.