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In mature loyalty markets like the UK or Denmark, program participation is lower due to market saturation, selective engagement, and "program fatigue." Meanwhile, in developing markets such as Brazil or Saudi Arabia, participation rates are higher, reflecting enthusiasm for loyalty programs, strong growth potential, and increasing consumer interest.
There’s no one-size-fits-all solution here—what works in one market or demographic may not resonate in another. A truly engaging, AI-driven loyalty program with personalization options, tailored to your audience’s unique needs and preferences, could be the key to setting your brand apart and fostering deeper customer connections.
Whether creating your first loyalty program, scaling an existing one, or seeking ways to optimize your strategy, this extensive report by Comarch and Global Loyalty Organisation is an essential resource for marketing and customer loyalty professionals.
Based on a large-scale consumer survey across 15 countries and featuring comments from more than 20 top loyalty experts, it explores how personalization, sustainability, and digital innovation shape the future of loyalty programs.
Consumers worldwide are increasingly favouring brands that align with their environmental values, positioning sustainability as a new cornerstone of loyalty. In the Middle East, there is a growing acceptance and even a strong demand to integrate sustainability into the core of loyalty program offerings”.
Kim Hardaker
Sustainability Advisor at Global Loyalty Organisation / VP,
Loyalty & Sustainability at Riyadh Air
Personalization is no longer just a trend; it has become a necessity in building customer loyalty. Today’s consumers expect tailored experiences that reflect their preferences, habits, and needs, making personalization the cornerstone of any successful loyalty strategy."
Federico Dezi
E-Commerce & Digital Innovation Manager
at Doppelgänger Roma
In emerging markets, especially Latin America and Brazil, the loyalty landscape is booming, driven by digital-first, booming innovation and high consumer engagement. Consumers see loyalty programs as embedded part of their life and shopping journey, valuing accessibility and immediacy.”
Guillermo Pucciano
Head of Loyalty at SKY Airline/LATAM
Head at Global Loyalty Organisation