The loyalty landscape is quickly evolving and not always in the best direction. We’re seeing some brands cut loyalty program value in response to cost pressures. Others are replacing human connection with automation. Many loyalty programs still look and feel nearly identical, offering little reason for customers to choose one over another.
At the same time, other brands are doing the harder work of evolving their loyalty strategies to meet changing customer needs, expectations and behaviors.
This matters now in 2026 because customers face a paradox of choice. U.S. consumer spending lost momentum in 2025 and loyalty is no longer guaranteed. It’s earned transaction by transaction. To drive engagement and retention in 2026 and beyond, brands must adapt to new loyalty trends and prioritize emotional connection, flexibility and relevance at scale.
Here are 5 customer loyalty program trends for 2026 that brands can use to build lasting advocacy.
1. Emotional connection is the loyalty engine
Emotional connection is one of the strongest drivers of true loyalty and it’s where many programs fall short. Yes, rewards will still matter in 2026. Redemption delivers functional value. But it also reinforces emotional value by signaling that a brand recognizes, appreciates and understands its customers.
The brands that stand out are those that intentionally create emotional moments, not just transactional ones. Loyalty becomes less about accumulating points and more about
how a brand makes someone feel.
Key tactics brands are using to build emotional loyalty
- Surprise-and-delight experiences that feel unexpected and personal
- Exclusive member events and experiences that create access and belonging
- Alignment with social causes and values customers care about
- Omnichannel experiences that feel seamless, not siloed
- Frontline empowerment so employees can recognize, reinforce and reward loyalty in the moment
“Discounts can be matched, but connection can’t. Having that emotional bond with a brand is what keeps people coming back even when the next offer looks a little cheaper,” Customer Solutions Insights and Strategy Leader Sarah VanDerHart said.
2. Gamification drives deeper, ongoing engagement
Gamification has become a powerful way to refresh loyalty programs, especially in retail and quick serve restaurants (QSR). It introduces novelty without significant cost. Games create reasons for customers to engage between purchases. When designed well, they reinforce both brand affinity and habitual behavior.
Customizable game mechanics (spin-to-win, challenges, progress bars and instant wins) allow brands to tailor experiences while keeping them fresh over time.
“Gamification is a practical way to boost engagement without defaulting to bigger discounts," Customer Solutions Strategist Marcus Morris said. “For younger, gaming-savvy members, features like missions or esports-inspired challenges can make loyalty feel familiar and fun.”
Gamification is a strategic engagement lever that keeps brands top of mind without relying on constant discounting.
3. Zero-party data for smarter data strategies
Brands are collecting more
zero-party data than ever with customers willingly sharing about preferences, interests and intent. Now brands face the challenge of acting on all of this data.
Data is only valuable when it fuels relevance. When used well, it enables personalized promotions with timely interventions and faster responses to changing behaviors.
To get there, loyalty leaders are evolving their data strategies.
What’s changing
- Integrated platforms that allow seamless data exchange
- Fewer siloed technologies and lower infrastructure costs
- A stronger balance between personalization and privacy
- Better tools that make action easier
4. Flexible rewards and redemption are now expected
Rigid point systems no longer meet customer expectations. Today’s customer loyalty members want choices in how they earn and redeem. Flexibility is quickly becoming table stakes.
“If your rewards feel restrictive, your loyalty program will too,” Customer Solutions Manager Max Kenkel shared. “Instead of collecting points they don’t use, members redeem for what matters to them.”
Leading programs are expanding beyond traditional rewards to include:
- Gift cards and cashback
- Charitable giving and social impact options
- Digital assets and emerging currencies
- Travel, experiences and experiential rewards
Instead of discount-only rewards, flexible reward ecosystems are replacing one-size-fits-all models.
Related: Activating customer loyalty with fast, flexible promotion management
5. Omnichannel and real-time engagement set the standard
Instant rewards and frictionless redemption are now baseline expectations for loyalty members. Customers expect to move easily across mobile apps, websites, email and in-store environments. Loyalty programs need to deliver consistent recognition across each of these touchpoints. That requires unified customer profiles, real-time engagement and experiences that feel connected. When loyalty is seamless, customers notice. When it’s not, they’re more likely to disengage.
The future of customer loyalty belongs to brands that adapt
Loyalty programs shaping 2026 share a common foundation. They are built around people, not just platforms. To help brands that turn that foundation into lasting advocacy, our latest ebook explores the role emotional connection plays in loyalty, grounded in insights from real customers across 50+ leading loyalty programs. Get the ebook now for practical ways to create deeper relationships building into your customer loyalty program.