Most loyalty programmes are stuck in the past.
They hand out points, dish out discounts, and hope customers will come back for more. But here’s the reality: in 2025, points aren’t enough. Customers want connection. And brands that fail to evolve their loyalty approach are missing a huge opportunity: not just to drive repeat purchases, but to build long-term relationships that actually mean something.
So if your loyalty strategy still looks like a spreadsheet of transactions and expiry dates, it might be time for a glow-up.
Beyond Transactions: Loyalty Needs to Do More
There’s nothing wrong with a points-based model. In fact, it’s a great way to drive short-term repurchase behaviour. But if your entire loyalty programme is built on discounts and accumulation, you’re not building loyalty, you’re buying it.
And here’s the problem with that: it’s expensive, easy to replicate, and doesn’t do anything to make your brand memorable.
Let’s make it simple:
- Transactional loyalty = “I shop, I earn.”
Great for nudging customers toward the next purchase.
- Emotional loyalty = “I feel seen. I feel valued.”
That’s what keeps people coming back even when there’s no discount waiting.
The strongest brands use both. But they know when to move beyond the price-based game and create experiences that actually mean something.
The 3 Principles of Modern Loyalty
If your loyalty programme is still focused on tiers, expiry dates and promo codes, don’t worry. You’re not alone. But the most forward-thinking brands are already evolving. Here’s what they’re doing differently:
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Make it Personal
A generic “You’ve earned 50 points” message doesn’t move the needle anymore. Instead, modern loyalty programmes use customer data to offer tailored rewards, relevant product suggestions, and meaningful touchpoints based on behaviour, not just basket size.
Example: Nike’s Member Days include early access to limited drops, personalised training plans and event invites. All tailored to each customer’s interests.
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Make it Emotional
Loyalty isn’t just about purchases. It’s about how people feel when they interact with your brand. Brands that spark joy, create surprise, and make customers feel like insiders will always win out over those offering “10% off your next order.”
Example: Glossier uses exclusive communities, early product testing, and personalised thank-yous to turn customers into brand advocates, with minimal discounting involved.
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Make it Matter
Consumers are increasingly drawn to brands that align with their values. Loyalty programmes that offer charitable donations, sustainable choices or community-driven perks give customers a reason to stay engaged beyond their wallet.
Example: The Body Shop lets loyalty members donate their points to causes they care about, which reinforces emotional connection over material reward.
What a Loyalty Glow-Up Could Look Like
A modern loyalty programme doesn’t need to be flashy or complex. It just needs to feel thoughtful.
Here’s how a traditional setup might evolve:
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Old Loyalty Model
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Modern Loyalty Glow-Up
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Points-per-euro system
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Tiered experience based on behaviour and engagement
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Standard rewards (10% off)
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Curated, personalised rewards and surprise treats
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Monthly newsletter
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Exclusive member content, early access, and real community value
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Fixed tiers
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Dynamic, milestone-based journeys that evolve with the customer
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A loyalty glow-up is about shifting the focus from “how do we get them to buy again?” to “how do we make them fall in love with us?”
Our Take at Dots & Dopamine
At Dots & Dopamine, we believe that loyalty isn’t something you give - it’s something you earn.
Sure, points have their place. But real loyalty is emotional, and it’s built over time. We help brands craft loyalty ecosystems that reward the right behaviours, build genuine brand love, and create customer journeys that make people feel seen, valued, and connected.
We start by tuning into what you already have, customer data, existing campaigns, platform capabilities, and build from there. In many cases, the foundation is already there. It just needs to be enhanced, connected, and reimagined.
And unlike transactional-only programmes that throw discounts at every shopper, we help you focus on rewarding the right people, in the right way. This way you’ll stop spending money where you don’t need to, and start investing in the customers who truly drive your brand forward.
Rethink Loyalty. Build Something Worth Sticking Around For.
If your loyalty programme feels like it’s coasting, it probably is. The brands that win today - and tomorrow - are the ones that move beyond points and perks to deliver real, emotional value.
