Lets be honest — when was the last time you looked at your loyalty program and thought, “Yep, this is exactly what our members want”?
If it’s been a while (or if you don’t have one), don’t worry — you’re not alone. Loyalty programs can easily become stale or disconnected from what members actually value. This article is about exploring why relevancy matters in loyalty programs — and how businesses can ensure theirs stays strong, engaging, and effective.
The Harsh Truth — Loyalty Isn’t What It Used to Be
Loyalty used to mean a member bought your product/service and that was that. They loved it, they returned. Today? Not so much. The modern customer expects more — from personalization to digital convenience to being part of a like-minded community.
💡 Stat to consider: Forrester’s Reseach Study in 2023 showed 71% of consumers say loyalty programs don’t motivate them anymore because they’re too generic or hard to use.
And in the aggressive world, where competition is fierce and options are everywhere, a weak loyalty program is almost the same as not having one.
Today’s customers want more than a discount just for having a pulse. They want programs that:
• Feel personal (celebrate their milestones, offer rewards tailored to their goals)
• Understand what complements and inspires their choices to buy
• Create an emotional connection (make them feel seen, supported, and valued)
Relevancy isn’t just about throwing discounts at members — it’s about understanding what keeps them coming back, talking about you, and feeling like they belong.
Signs Your Loyalty Program Might Be Outdated
Ask yourself:
• Do you provide your customers discounts on your products upon every interaction?
• Are you offering the best deals to new customers and not rewarding your existing customer base?
• Are you rewarding the behaviors that actually build consistency, like frequent logins, referrals, or progress tracking?
If you’re unsure about any of the above — your program might be overdue for a refresh.
1. Understand Your Data
Where are you collecting information about your users and understanding if you are putting it to good use. Check what metrics move the needle internally to signify customer health, not just what they’re financially bringing to the table.
2. Look over your interactions
Is a discount or an upsell the only thing that you communicate to your customers? Depending on how you’re interacting with your customer, your well crafted emails could be on a one way ticket to a spam folder. Communicate clearly as to what your emails are providing your customers and look to ways in which you can personalise them. If you want to sell them products, make those emails clear (and with an opt-out) so that you only engage with the ones that want to buy.
3. Make Rewards Valuable and Attainable. Think beyond discounts. Offer perks like:
• Exclusive events
• Free E-books
• External products that complement your offering
• Points to redeem upgrades or purchase goods
• Reward Non-Transactional Behavior with points
Encourage actions that signify customer health like:
• Frequent usage of your service
• Sharing content on social media
• Achieving goals that you set together with your customers
Conclusion: Relevance Is a Moving Target
Customer preferences shift. So do people’s motivations. If your loyalty program hasn’t evolved (or started yet) with your customers, it’s time to take a closer look.
Your program doesn’t need to be flashy — just meaningful. Make it easy to use, emotionally compelling, and centered on behaviors you want to see more of.
Your members are changing — is your loyalty program keeping up?
If any of the above resonates with you, let us know. You can book a free strategy session with Loyative to understand where you can help your existing customers stay longer.
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