Copyright Fast Company
In a world where your customer is one thumb-swipe away from your competitor, brand loyalty isn’t just hard to earn. It’s downright slippery. The digital era has brought endless choices, hyper-personalized marketing, and same-day delivery as the norm. Offers bombard consumers, and switching brands has never been easier or more tempting. So, how do you foster the kind of loyalty that not only keeps customers coming back but also makes them want to pay more just to stay in your ecosystem? Spoiler alert: It’s not just about points anymore. Let’s talk about the future of loyalty programs—the kinds that don’t feel like programs at all, but more like belonging. Subscribe to the Daily newsletter.Fast Company's trending stories delivered to you every day Privacy Policy | Fast Company Newsletters Forget punch cards and build a tribe The most effective brands in the modern loyalty game aren’t just rewarding purchases but building communities. Take beauty brand Glossier, for example. Glossier sold skincare while giving its customers a voice[LS1] . Glossier famously crowdsourced product ideas from its fans, featuring customer content as its marketing centerpiece. [LS2] That subtle yet radical shift—from customer to co-creator—fostered a cult-like sense of belonging. When people feel they’re part of something, loyalty feels personal rather than transactional. Try this: Invite customers behind the scenes. Let them vote on product names, test beta features, or create tutorials. The more they participate, the more invested they become. Micro-influencers are loyalty’s secret weapon Let’s get one thing straight: Today’s consumers don’t trust celebrities with collagen contracts. They trust people like them. Enter the rise of the micro-influencer —social media personalities with 5,000 to 100,000 followers consistently driving higher engagement than mega-stars. These smaller voices often have a laser-focused niche and real relationships with their audiences. Brands harnessing these authentic voices create a grassroots loyalty movement. For example, Outdoor Voices built one of the first armies of brand ambassadors—everyday athletes showcasing their real-life fitness journeys. [LS3] [SS4] [SS5] [LS6] The result? A highly engaged following that treated the brand as a lifestyle, not a label. Try this: Invite your top customers to become micro-ambassadors. Give them early access, branded swag, and exclusive content in exchange for spreading the word. Empower them to feel seen, and they’ll make sure your brand is too. Offer value beyond the product The next generation of loyalty doesn’t start with discounts. It starts with value—and not the price-tag kind. Loyalty today is experiential. Consider how Starbucks has evolved from a program offering free coffee on every 10th visit to a gamified digital universe where members unlock personalized offers and gain early access to new products. Starbucks Rewards members now account for more than 57% of revenue in U.S. company-operated stores. [LS7] They’re there for the caffeine and the perks. advertisement Programs like these retain customers and upsell them. Rewards members often spend more per visit because they’re chasing points, unlocking tiers, or attending exclusive events. Try this: Can your brand offer content, experiences, or partnerships that reflect your audience’s passions? If you’re an outdoor brand, what about a members-only partnership with AllTrails or REI? If you’re in fashion, exclusive styling tips or virtual try-on designer events can deepen emotional connection. The loyalty loop is a mindset, not a program Here’s the truth: Loyalty is no longer a single program with a barcode and an expiration date. It’s a loop, a continuous cycle of value, trust, and emotional reciprocity. To succeed in this new loyalty landscape, brands must: Think beyond the transaction. Treat customers like collaborators, not conversions. Focus on belonging, not just benefits. Long-term, consumers are looking for the best relationship. And in a distracted world, relationships built on meaning—not just money—make for lasting loyalty. Final thought If your loyalty program could be replaced by a generic punch card, it’s time to rethink it. The brands that win tomorrow will be those that give people a reason to care. Scott Brandon is the CEO of The Brandon Agency.
