Rethinking ecommerce loyalty schemes – what are today’s consumers looking for?

Loyalty schemes – what do we really want from them? Andrew Norman, SVP & GM, EMEA at Commerce explores how loyalty schemes are evolving beyond points and punch cards, to meet growing demand:

With consumer confidence at its lowest since 2023 and the ongoing rumble of economic turbulence, UK shoppers are leaning more heavily into loyalty programmes – not only for financial value, but also for the stability and familiarity they provide. This shift isn’t speculative; 71% of Gen Z and 72% of Millennials say they’re more likely to join a loyalty programme now than they were a year ago, while 81% of Millennials say they will prioritise engaging with brands that have loyalty programmes during times of economic uncertainty.

However, with this increased reliance comes higher expectations. Today’s consumers no longer settle for basic points or punch cards, they want loyalty schemes that deliver personalised, seamless, omnichannel experiences. Shoppers increasingly crave connection in their retail experience, with recent research indicating that nearly 80% find online shopping a lonely experience. Loyalty programmes that feel more like a genuine relationship than a transaction or generic marketing tool are now key to keeping customers engaged.

For brands, this means loyalty programmes must evolve; powered by data-led strategies, hyper-personalisation through agentic AI, automation, and seamless integration across channels. Those who deliver emotionally rewarding, tailored experiences will not only retain regular customers but also strengthen trust and long-term brand advocacy in the long run.

Turning data into loyalty

To meet the evolving expectations of today’s consumers, brands need to power their loyalty programmes with data integration — converting previous customer behaviour patterns into actionable insights for brands. 

Consumer data insights allow brands to create more personalised content to target specific audiences and understand which medium it is best to share that information through. For example, Gen Z tends to prefer receiving information through social media, while older generations are more likely to engage with email. This ensures content is relevant and easily accessible, increasing the likelihood of sales conversions. By taking this approach, instead of standard loyalty perks like blanket product discounts, brands can customise offers to what individual shoppers are actually interested in, making the process feel more relevant and personal. 

When shoppers receive timely, relevant rewards, satisfaction rises, and with it, long-term loyalty. By embedding data analytics into their loyalty tech stack, retailers shift from reactive to proactive engagement, strengthening retention and driving revenue growth.

Hyper-personalisation through AI and automation

AI-driven automation empowers loyalty schemes to deliver dynamic, personalised value at scale. In fact, 73% of Gen Z and millennial shoppers say perks such as early access, exclusive product input, and tailored discounts motivate them to sign up to programmes. 

Agentic AI enables real-time strategic decision-making across rewards, marketing messages, and even inventory management. For example, if an item is out of stock a retail AI agent can alert a consumer agent when it becomes available again, seamlessly matching customer needs.Similarly, by analysing purchase history, browsing behaviour, and social engagement, AI agents can trigger the right reward or offer at the exact moment of interest – turning data into immediate, actionable insights which can be used to capitalise on customer intent.

Accuracy is critical, just as inconsistent pricing erodes trust in ecommerce, outdated or misaligned loyalty offers also reduce engagement. Automated feeds and real-time analytics ensure offers are relevant, timely, and trustworthy. With agent-to-agent (A2A) commerce, rewards and redemptions can happen directly within AI assistants, search interfaces, or other platforms. Brands that embed AI-driven automation into loyalty programmes can deliver seamless, personalised experiences at scale — driving conversions, building trust, and fostering long-term loyalty in this new agentic ecosystem.

The power of flawless omnichannel experiences

Consumers value consistent and convenient loyalty programmes across both digital and physical channels. In fact, in the UK 69% of consumers prioritise mobile-friendly access to their accounts so they can use it wherever they are.

For ecommerce brands, this means unifying loyalty data across apps, websites, and physical locations, while designing mobile-first experiences that allow customers to redeem rewards instantly, whether they’re in a store, browsing online, or shopping through social commerce platforms. 

By delivering this seamless, omnichannel experience, brands not only build trust and satisfaction but also generate richer, real-time datasets. These insights fuel more accurate personalisation, predictive marketing, and ultimately, stronger long-term engagement.

What’s next for loyalty programmes?

Loyalty programmes aren’t just about rewards, they’re a mechanism which can turn one-time shoppers into repeat customers and passionate brand advocates. The most successful programmes will use agentic AI and data-powered insights to build proactive systems that not only keep customers engaged and provide a tailored experience, but also strengthen genuine connections between consumers and brands. 

Those that adopt this approach will have their army of brand advocates on social media, and fuel sustainable revenue growth, while those that don’t risk being left behind in outdated and slower paced landscapes.