Why Now Is the Time to Invest in Loyalty Programs in Latin America
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- 6 min reading
Brazil’s loyalty program market is still developing but in a very dynamic and growing way. There’s still a lot of room for innovation and customization to fit local preferences and to build rapport with consumers. This environment is the golden window of opportunity for marketers to make a move before the market is saturated. So do it now—design a loyalty program based on real data from our extensive Customer Loyalty Predictions 2025 and Beyond report.
Keep reading to:
- Get an overview of the Latin American market
- Learn what consumers want
- Build trust with Brazilian shoppers through data privacy
- Leverage sustainability as a competitive advantage
The Brazil’s Market is Growing Fast
One Brazilian consumer is a member of 14 loyalty programs—the most out of all surveyed countries and well above the global average of 10.
The most popular loyalty programs here are:
- Supermarkets and food retail: 18%
- Airlines and airports: 16%
- Hotels: 14%.
Interestingly, 30% of consumers from Brazil join loyalty programs mainly for better consumer service and support, while globally, 22% do so.
Loyalty points are most often earned and redeemed in their preferred shopping categories, and Brazil is no different:
- 28% earn and 22% redeem points while shopping online
- 15% earn and 14% redeem points during regular food shopping.
- 14% earn and 10% redeem points while buying apparel, shoes, cosmetics, etc.
Moreover, Brazilian consumers are more likely to spend their loyalty points on charitable causes (3%) and cashback (14%)—nearly twice the global average.
Pro Tip: Sign-ups aren’t everything. Focus on engagement instead. Since customer service is a major loyalty driver, programs should offer priority support, exclusive helplines, or VIP treatment. There’s also room for charity donations and cashback redemption options.
Consumers will increasingly expect loyalty programs to align with their values, such as sustainability and ethical practices. Rewards for eco-friendly behaviors, like recycling, purchasing sustainable products, and donations to charitable causes, will become more frequent. Leonardo Del Campo, Consulting Director at Comarch LATAM |
Customer Loyalty in Brazil in 2025 and Beyond
This year, consumers in Latin America are prioritizing digital convenience. Here are the top 5 loyalty program features they are interested in seeing in the future:
- Rewards integrated into digital or mobile wallets – 49%
- Flexible redemption points – 47%
- Instant digital rewards – 47%
- Rewards and shopping integrated with smart home devices – 45%
- Personalized offers based on shopping history – 44%.
For 18% of Brazilian respondents, crypto and NFT rewards are the least interesting. However, they are more open to them compared to the global average of 34%.
Pro Tip: Focus on digital convenience, flexibility, and smart tech integration. Your loyalty program should offer seamless mobile wallet integration, instant rewards, and flexible redemption options to meet rising expectations. At the same time, AI-driven personalization is key—generic discounts won’t cut it.
In the process of engagement and proximity between brands and customers, it is essential that communication occurs naturally and without significant adaptations. In 2025, the preferred communication channel for customers will be messaging apps. This is because consumers want to interact with brands in the same way they communicate with their friends and family, using instant messaging platforms. Raffael Fappiano Neto, Product & Project Manager at Azul Airlines |
In Loyalty Programs in South America, Personalization Is No Longer Optional
Brazilian consumers are highly receptive to tailored offers (71% vs. the global average of 64%). But remember: not all personalization tactics are created equal.
The top personalization features include:
- Birthday or anniversary discounts – 59%
- Exclusive rewards or bonus points – 56%
- Discounts on frequent purchases – 51%
Brazilian consumers are more likely to shop more and longer if they receive special offers than global shoppers. They also view dynamic pricing more favorably than the rest of the world—only 2% of Brazilians see it very negatively, while 44% have a very positive view.
Pro Tip: Consumers from South America love personalized offers but bet on the big winners—birthday and anniversary discounts, exclusive rewards, and discounts for frequent purchases—because those are the ones that really matter. Skip the generic email reminders and early access offers and put more effort into offering real value. Dynamic pricing can work, but be transparent about it so you don’t lose trust.
We should expect artificial intelligence to play a pivotal role in the future of customer loyalty in Latin America, enabling hyper-personalized experiences. By leveraging advanced analytics, loyalty programs will be able to predict customer behavior, preferences, and purchasing patterns, allowing brands to deliver tailored rewards, offers, and communications that enhance engagement and foster stronger connections. Leonardo Del Campo, Consulting Director at Comarch LATAM |
Data Privacy in Brazil: Trust Through Transparency and Tangible Value
Shoppers in Brazil are more open to sharing their data than the rest of the world, but they are still cautious. 47% will do so for rewards, and only 3% are completely unwilling. However, skepticism remains: 33% worry that companies know too much, and 16% question whether the rewards are even worth it. On the plus side, global consumers worry about companies selling their data to third parties (36%), but it looks like it’s not a major concern for Brazilians (8%).
Pro Tip: Latin American consumers are more open to sharing their data, especially if there’s a clear benefit. Make sure your rewards feel genuinely valuable. Like in every market we surveyed, transparency in data processing should go without saying. Your priority here should be addressing concerns about how much companies know and proving that personalization works in the customers’ favor.
As online transactions grow, customers will expect robust security measures and transparent practices regarding data privacy. Trust in how their information is handled will be crucial in 2025. Luiz Felipe Paveloski Caper, Business Director at Comarch LATAM |
Make Sustainability a Core Part of Your Loyalty Program in Latin America
73% of Brazilian consumers claim to consider sustainability when shopping, nearly 10 percentage points higher than the global average. Additionally, over 48% of them say a brand’s sustainability efforts influence their purchasing decisions, compared to just 34% of the worldwide population.
Sustainability features in a loyalty or rewards program are important for 69% of Brazilian consumers and 60% of international consumers. And 71% of Brazilians are more likely to join a loyalty program from a brand that prioritizes sustainability, compared to 63% of global respondents. But what sustainable initiatives do customers actually care about?
Consumer Priorities for Sustainability Initiatives in Brazil
- reducing plastic waste (reusable or biodegradable packaging, e.g., detergent dispensers, paper bags, containers) - 37,65%
- opting out of some included services (e.g., inflight food, extra towels, room cleaning, product packaging, etc.) - 24,71%
- companies, shops using renewable energy (e.g., solar or wind power) to run their stores, warehouses & trucks - 16,47%
- ethically sourced food & clothes (coffee, bananas, cotton, rubber, etc.) - 7,35%
- tree-planting initiatives or carbon offset programs when you make a purchase or travel - 7,65%
- take-back, recycling, or "trade-in" programs for used products (e.g., accepting old clothing, sneakers, or electronics to recycle) - 5,59%
Pro tip: Sustainability efforts actually impact Latin American consumers. Use eco-consciousness as a key differentiator for your brand to attract and retain loyal customers in this market.
Through innovative and conscious practices, (airline loyalty) programs can contribute in various ways to environmental preservation. For example, offering members the possibility to redeem points for eco-friendly products and services, allowing customers to use their points to make donations to organizations working towards environmental conservation, and implementing options for members to use their points to offset the carbon emissions of their flights. Additionally, loyalty programs can be used as a platform to educate passengers about sustainable practices and the importance of environmental preservation. Raffael Fappiano Neto, Product & Project Manager at Azul Airlines |
Win over Consumers in Latin America
Brazil’s market is buzzing with potential, and it’s wide open for loyalty programs that really connect with people. Consumers are all about personalized rewards, easy tech integration, and a solid commitment to sustainability. But don’t forget—trust matters. If you’re upfront about data privacy and give real value in return, you’re golden. Plus, Brazilians will stick with brands that show they care about the planet. So, if you’re thinking about kickstarting or revamping your loyalty strategy, the time to act is now.
More Region-Specific Data for You
Uncover the full picture—get the full Customer Loyalty Predictions 2025 and Beyond report to see how customer loyalty is shaping up.
