74% of surveyed marketers and salespeople have no doubt – loyalty programs build a positive brand image. How to attract customers to them? Good offers and promotions are primarily effective, but the key is to provide the consumer with a unique shopping experience that takes into account their individual needs. Gamification, however, will not work. These are the conclusions from the “Sparta Loyalty Report 2025”.
The report was based on the results of surveys conducted among marketers and salespeople worldwide, including Poland, the United States, Great Britain, Canada, the United Arab Emirates, South Africa, Nigeria, Spain, Croatia, and Qatar. In-depth interviews with experts from Poland and abroad were also taken into account.
Sparta Loyalty Report 2025 – key data:
- 74% of respondents admit that loyalty programs influence brand image-building
- 68% believe that loyalty points are effective
- 60% indicate that AI-based recommendations had the greatest impact on building brand attachment in 2024
- 80% claim that the lack of innovation is responsible for the potential failure of loyalty programs
- 62% consider excellent offers and promotions as the most important factor in building customer loyalty towards the brand
“This is the third report prepared by Sparta Loyalty in recent years. In 2022, we examined the condition of the loyalty industry, in 2023 we checked the effectiveness of gift cards, and this year we once again focused on loyalty programs. We were primarily interested in their impact on building brand awareness among consumers and whether and how artificial intelligence supports the effectiveness of programs,” says Filip Zajdel, Head of Customer Success at Sparta Loyalty.
Loyalty programs and brand image
All respondents appreciated the role of loyalty programs in building brand image (according to 74%, this role is crucial, according to 26% – programs are helpful).
No wonder. Loyalty programs require regular interaction with the brand from customers, e.g., through collecting points, using benefits, or participating in promotional actions. Thanks to this, customers receive up-to-date information about the brand, which strengthens its position in their awareness.
Loyalty programs often offer the opportunity to actively participate in the brand’s life, e.g., by voting for new products, participating in contests, or receiving invitations to special events. This makes customers feel more connected to the brand, which translates into greater loyalty and recommending it to others.
“Importantly, loyalty programs allow building a valuable customer database, which enables more personalized marketing activities. Thanks to customer segmentation, dedicated offers and messages can be created, which further increase the effectiveness of activities,” explains Alexander Kubicki, Head of Marketing at Sparta Loyalty. “Satisfied customers are more likely to recommend the brand to their friends and family, which increases its reach and recognition. Active participants of loyalty programs often share their positive experiences on social media, which further contributes to building a positive brand image.”
Artificial intelligence in loyalty
According to the respondents, the most important trend in loyalty in 2024 was personalized customer experience (53% of indications). Right behind it – advanced data analysis (40%). Without data and its analysis, it is difficult to create personalized experiences.
“These results should not be surprising – for years, the industry has been talking about how an individual approach to the customer and responding to their needs is worth its weight in gold. Consumers want to feel distinguished, appreciated. They don’t want to be part of the crowd. But how to do it? Our respondents also indicated the trend that had the biggest impact on loyalty this year. And it was AI-based recommendations,” adds Filip Zajdel.
Artificial intelligence supports loyalty programs in four key aspects:
- Data analysis
AI quickly and thoroughly analyzes customer data and market trends. It discovers untapped opportunities, offers concrete knowledge, and shapes automated marketing strategies that meet the needs of the target group.
- Personalization
Thanks to its ability to analyze huge amounts of data, AI can quickly extract detailed and valuable information that can help tailor the offer to the recipient’s needs.
- Customer understanding
AI analyzes customer behaviors, purchases, viewed content, clicks, and many other interactions. Thanks to AI’s analytical capabilities, it is possible, among other things, to predict when consumers lose interest in the offer. This allows for a quick reaction.
- Customer communication
Artificial intelligence has revolutionized the way businesses communicate with customers: whether through chatbots or advanced virtual assistants. Such tools positively affect customer satisfaction and their trust in the brand.
“The most important conclusion from our study is one – effective loyalty programs must be innovative. An innovative tool is flexible and can easily adapt to changing consumer needs or market trends. It is accessible and allows being in contact with the brand. Moreover – it can be quickly modified if the consumer is not satisfied with its operation,” summarizes Alexander Kubicki from Sparta Loyalty.
The Sparta Loyalty Report is available at:
