Exploring the future of loyalty programs in 2025 presents key insights into what appeals to consumers today.
- H&M’s loyalty scheme leads the way by transforming casual shoppers into advocates through personalisation and sustainability.
- The RealReal integrates luxury and sustainability, offering its members exclusive access to pre-owned luxury items.
- Adidas’ adiClub encourages fitness alongside shopping, creating a comprehensive engagement model through experiential rewards.
- Sephora, Wendy’s, and Chick-fil-A also demonstrate innovative strategies, prioritising personalisation and community support.
As businesses look ahead to 2025, understanding consumer behaviour is essential in shaping effective loyalty programs. H&M’s loyalty program exemplifies this approach by turning casual customers into dedicated brand advocates. By using personalised perks and promoting sustainable practices, H&M caters to consumer interests and builds long-term relationships. Launched in 2017, the program is straightforward, featuring a two-tier structure rewarding members through various channels with special incentives such as free shipping and exclusive experiences.
The RealReal’s First Look program stands out by merging luxury with sustainable initiatives. It offers members a rich experience with exclusive access to new and secret sales of luxury items, framed within environmental goals. By personalising interactions based on customer behaviour, The RealReal maintains a strong engagement with its base, fostering a sense of exclusivity and urgency in its offerings.
Adidas’ adiClub provides a robust model by rewarding customers not only for purchases but also for engaging in fitness activities. Its tiered membership system offers increasing benefits, while members gain exclusive product access and participation in unique experiences, supporting both fitness and fashion interests. This approach signifies a shift from transactional loyalty to interactive engagement, as noted by Jorge Lluch, Global Loyalty Director at Adidas.
Sephora’s Beauty Insider scheme shows the effective use of a tiered loyalty structure to enhance customer experience, encouraging participation through gamified tasks which expand beyond purchases. Likewise, Wendy’s and Chick-fil-A leverage their loyalty systems to provide tailored experiences and community engagement, integrating AI-driven personalisation and promoting charitable initiatives. These programs value customer preferences and facilitate a sense of belonging, strengthening loyalty through meaningful interactions.
Across these examples, it is clear that successful loyalty programs in 2025 will need to go beyond mere rewards. They must address evolving consumer expectations, personalise experiences, and contribute to broader goals such as sustainability and community support.
A forward-thinking approach to loyalty programs involves aligning consumer preferences with sustainability and personalisation, fostering deeper customer connections.
