____________________________________________________________________________________________ Customer
Loyalty
During Black Friday 2025, brands such as Sephora, Adidas and ASOS reserved their best promotions for loyalty program members – and will have persuaded more members to sign up as a result.
In 2026, we expect increasing numbers of retailers to realise the benefits of a holistic approach and break down existing siloes. In fact, research conducted with Harvard Business Review shows that 60 percent of enterprise brands plan to further integrate promotions and loyalty in the year ahead.
In today’ s market, this is a no brainer for brands. And for retailers that follow through, the result will be a single, powerful lever for driving profitability and building long-term customer loyalty.
Gamification becomes a core engagement layer
When it comes to customer engagement and long-term loyalty, transactional earn and burn techniques don’ t always hit the mark. Increasingly, brands are turning to gamification as an opportunity to engage consumers in more emotive ways- using game mechanics to create moments of interaction that feel rewarding in their own right. retail-merchandiser. com 15