From leveraging emerging technologies to emphasising sustainability, here are 8 key trends we think could be the future of loyalty programmes for the masses. 


1. Integration of Augmented Reality (AR) & Virtual Reality (VR) 

AR and VR are no longer just for gaming. Brands are tapping into these technologies to enhance the loyalty experience. Imagine earning loyalty points by attending a virtual product launch or trying a product in a simulated environment via AR before purchasing. Virtual events still have a way to go to offer the same experience as face-to-face, but with everyone used to interacting from their home environment, there is a lot of potential for interactive and engaging virtual events that allow customers to feel part of a community. 

2. Personalisation Powered by Artificial Intelligence (AI) 

AI-driven loyalty programmes can process vast amounts of data to predict customer preferences. By analysing past behaviour, brands can tailor rewards, offers, and experiences to individual tastes, leading to increased satisfaction and engagement. Large amounts of data are key to being able to identify trends, predict behaviours and actions and recommend solutions. 

3. Emphasis on Sustainable Loyalty 

Companies are now aligning loyalty programmes with their sustainability objectives. Customers might earn points for eco-friendly behaviours like recycling or purchasing sustainable products. Helping customers to make more sustainable choices in the reward offering is a simple way to boost the eco credentials of your programme. This not only fosters brand loyalty but also promotes environmentally conscious decisions.  

4. Experiential Rewards Over Material Goods 

2024 will see a shift towards offering unique experiences as rewards rather than just physical or monetary incentives. From exclusive online workshops to virtual meet-and-greets with influencers or experts, experiences can often make a more memorable impact than traditional rewards. Stream has already created some concierge style experience for a range or clients so that their members can create their own reward options. 

5. Dynamic Loyalty Point Valuation 

Rather than a static point-to-reward ratio, an engaging idea is to create a dynamic system where the value of points fluctuates based on factors like demand, time of year, or stock levels. This can create a more engaging (and even gamified) loyalty experience. 

6. Focus on Community Building 

Beyond just individual rewards, brands are recognising the value of fostering a community around their products and services. Loyalty programmes might reward customers for community engagement, content creation, or peer-to-peer referrals. 

7. Voice Commerce Integration 

With the proliferation of voice-activated devices, customers might soon be earning loyalty points through voice commands, or redeeming points using voice assistants like Alexa, Siri, or Google Assistant. 

8. Health and Well-being Incentives 

In light of global health trends and a renewed emphasis on well-being, loyalty programmes may incorporate rewards that focus on mental, physical, and emotional health – think discounts on wellness apps, meditation courses, or fitness gear. 

In Conclusion 

2024 promises to be an exciting year for loyalty programme trends. Brands that can adapt to these innovations and tailor their loyalty programmes to reflect both technological advances and evolving customer values will create deeper, more sustainable relationships with their customers. Remember that with any trend, it is important to assess whether it is right for your audience and whether you can deploy it properly and effectively. Follow our channels (See links below) to see which of these trends emerges as the clear winner at the end of 2024. 


About the Author

Melanie Parker

Melanie Parker

Stream’s co-founder, Melanie, became the first British woman to become accredited with the CLMP from The Loyalty Academy. Passionate about all things loyalty, Melanie cuts through the technical jargon and gets to the real business issue. Melanie loves to develop engaging digital solutions that appear simple whilst creating long lasting partnerships that add value to all.


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LoyaltyStream Key Features

  • 21 loyalty campaign types to suit every business
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