Loyalty in 2025: Breaking Through Saturation and Stagnation

At Omnivy, we often speak to retail brands that already have a loyalty program — sometimes one that’s been live for years, with thousands of members and significant investment behind it. And yet… it’s just there. Running. Stable. But underwhelming. It doesn’t drive true engagement, revenue uplift, or internal excitement.

Originally published on Loyalty & Reward Co. Read the full version here: link to the full article

In partnership with Loyalty & Reward Co — one of the world’s leading loyalty consultancies — we co-authored this article to help companies in exactly that situation.

If your loyalty program is well-established but feels flat…

If you’ve hit a wall with innovation or ROI…

This is your playbook for what comes next.

What you’ll learn

• Why loyalty programs are stagnating — and why most fixes don’t work
• The three pillars of modern loyalty success: value, simplicity, and personalization
• How to rethink your program from a customer and business perspective
• Practical ideas for increasing perceived value without raising cost
• How to structure your internal loyalty team for real innovation

Our perspective

We’ve worked with brands across Europe, the UK, and North America who all faced the same challenge: a program that made sense on paper, but failed to resonate in real life.

They had the mechanics — points, tiers, offers — but lacked real emotional value.

They had customer data — but no way to turn it into meaningful actions.

They had a team — but no time or tools to drive strategic change.

In this article, we explore how to move beyond “just having a program” and start building loyalty that earns attention, trust, and long-term growth.

"Loyalty must be a connected, cross-functional effort — or it becomes a costly, underperforming silo."

Lukasz Sloniewski, co-founder and CEO of Omnivy

Read the full article

This is a summarized version. For the full strategic breakdown, check out the original post: 👉 Loyalty & Reward Co: Loyalty in 2025