Connect with us

Hi, what are you looking for?

Editor’s Pick


Antavo, the loyalty technology provider has today launched a new report into the state of the loyalty programme market.

The report, which collected data from 25 million member actions and over 300 organisations, has been developed by loyalty technology provider, Antavo

71.6% of companies with an existing loyalty programme plan are now planning a near-term revamp
A seamless omnichannel experience, personalised rewards, and loyalty-enhanced data collection will be the most important features

The report highlights the vital role customer loyalty programmes have played throughout the Covid-19 crisis, and how the pandemic-induced acceleration of eCommerce looks set to usher in a wave of brand loyalty innovation over the next three years.

According to the Global Customer Loyalty Report 2022, more than six in ten (62%) businesses report that their loyalty programme has helped to keep customers engaged during Covid-19, with the effect most pronounced for brands running tiered programmes. Programme members who had a higher tier level also had a 30% higher purchase frequency over the course of the global crisis, compared to members with a lower tier.

“During the pandemic, brands running loyalty programmes consistently found it easier to keep their audiences engaged – particularly when it came to their highest value customers.”, said Attila Kecsmar, CEO & Co-founder of Antavo. “While the global crisis certainly dampened many customers’ spending power, what we observed is that those who were halfway through their journey to a higher loyalty tier, or were sitting on unspent points, were far less likely to abandon these favoured brands.”

The report also revealed that the need to provide a more seamless on and offline experience is causing more and more businesses to rethink their existing loyalty programmes. While 61% of brands invested in the development of their loyalty strategy during the pandemic, more than two thirds (72%) of respondents are now planning a further revamp within the next three years.

Maciej Kroenke, Partner at PwC said, “Covid-related market turmoil has brought even more attention to the topic of customer loyalty. Brick-and-mortar retailers, as well as a number of eCommerce retailers, focused their activities on better understanding and loyalising the customer base.

Looking ahead, loyalty programmes are expected to play an even more significant role in marketing activities. In particular, the improvement of mobile applications has opened-up a new communication channel with customers. As traditional linear media is becoming less relevant, loyalty programs supported by engaging apps appear to be the most effective channel for reaching younger generations, particularly in large cities.”

Predicted to be worth $15.5 billion by 2025, the loyalty market is shifting from a purely transaction-based model to a more personalised and emotionally engaged model which focuses in on long-term customer engagement and satisfaction. In fact, the report found that 77.3% of companies who have a loyalty programme that doesn’t reward member behaviour outside of the buying cycle, plan to change that within the next three years.

Planet BrewDog is the loyalty programme of craft beer brewer BrewDog, which uses Antavo’s technology to reward its customers. The company is increasingly focusing in on the community aspect of customer engagement, as opposed to rewarding purely transactional behaviour

Alice de Wend Fenton Head of CRM & Loyalty at BrewDog said, “The main thing that makes our programme unique is the tie-in with one of our key brand pillars: sustainability. Members earn rewards when they offset CO2 and we also have a counter to show how many grams of carbon our community has offset. We’re proud of the fact Planet BrewDog is not completely transactional and we’re working towards something that’s good for the planet.

As for future plans, we want to grow the community aspect. Whether it’s up-weighting the gamification element, or having more interactive content, we want to evolve Planet BrewDog into something that’s a little bit more fun and playful.”

Antavo’s report compiles data from 25 million loyalty programme member actions and over 300 corporate organisations, and aims to support programme development and decision-making for brands and businesses across a range of sectors, from fashion to food and drink.

The full Global Customer Loyalty Report 2022 is now available for download:

Watch the Global Customer Loyalty Report 2022 video for more exciting discoveries:

Read more:

Your information is secure and your privacy is protected. By opting in you agree to receive emails from us. Remember that you can opt-out any time, we hate spam too!



REUTERS By Luisa Maria Jacinta C. Jocson, Reporter FACTORY ACTIVITY in the Philippines expanded for a tenth month in a row in November, although...


Passengers wait inside the Ninoy Aquino International Airport Terminal 3 in Pasay City, Oct. 29. The growth in remittances is expected to slow next...


Philippine flags are displayed along the streets, June 3. — PHILIPPINE STAR/ EDD GUMBAN By Revin Mikhael D. Ochave, Reporter THE JOINT Foreign Chambers...


Workers prepare relief packs in Pasig City, Aug. 13, 2021. — PHILIPPINE STAR/ MICHAEL VARCAS LOCAL GOVERNMENT units (LGUs) should be given more time...


IN separate advisories, the Securities and Exchange Commission (SEC) has warned the public not to invest in CashBaka, Hero Mining International Group, and


SHIVENDU SHUKLA-UNSPLASH D.M. CONSUNJI, Inc.’s (DMCI) order book declined by 8.1% to P45.3 billion for the past three quarters from P49.3 billion in the...

You May Also Like


BW FILE PHOTO GROSS BORROWINGS by the National Government reached P2.6 trillion as of end-September as it continued to raise funds to respond to...


REUTERS By Luz Wendy T. Noble, Reporter The country’s foreign exchange buffers slightly increased as of end-October as the value of the central bank’s...


KARASOLAR.COM TENA, Ecuador — Ecuador’s rainforest Achuar people say their ancestors long dreamed of a “fire canoe” or “electric fish” that would let them...


COVID-19 has had a significant impact on the mental health of Filipinos across different groups all over the archipelago. From frontline workers, parents balancing...

Disclaimer: Respect, its managers, its employees, and assigns (collectively "The Company") do not make any guarantee or warranty about what is advertised above. Information provided by this website is for research purposes only and should not be considered as personalized financial advice. The Company is not affiliated with, nor does it receive compensation from, any specific security. The Company is not registered or licensed by any governing body in any jurisdiction to give investing advice or provide investment recommendation. Any investments recommended here should be taken into consideration only after consulting with your investment advisor and after reviewing the prospectus or financial statements of the company.

Copyright © 2022 Respect Investment. All Rights Reserved.