Lukasz Dubiel and Joanna Witsch, Comarch gave interview on Customer Loyalty Predictions 2025 Report – focused on AI, Privacy and Sustainability - which was conducted by Comarch in partnership with the Global Loyalty Organisation, covering 3000+ consumers across 15 countries, 4 continents.
GLOLukasz Dubiel and Joanna Witsch, Comarch gave interview on Customer Loyalty Predictions 2025 Report – focused on AI, Privacy and Sustainability – which was conducted by Comarch in partnership with the Global Loyalty Organisation, covering 3000+ consumers across 15 countries, 4 continents.
Read “GLO/Comarch Report: Customer Loyalty Predictions 2025” here.
Comarch, a global IT and loyalty solutions leader, recently released its Customer Loyalty Predictions 2025 Report in collaboration with the Global Loyalty Organization.
The study surveyed consumers across nearly 20 countries, identifying key loyalty trends for 2025. The three dominant themes shaping the future of loyalty programs are AI, hyper-personalization, and sustainability.
1. AI-Powered Loyalty: The Shift to Smart Personalization
AI is no longer a futuristic concept—it’s now an essential tool for loyalty professionals looking to deliver hyper-personalized experiences. Consumers expect tailored, highly relevant offers instead of generic promotions. AI enables advanced data analysis by speeding up insights from customer transactions and declared preferences. It allows micro-segmentation, moving from broad targeting groups to one-to-one personalization. This leads to enhanced ROI, as precise targeting results in higher engagement and profitability. However, AI should enhance, not replace, human decision-making. While algorithms can optimize offers, businesses must ensure AI-driven recommendations align with commercial objectives and customer expectations.
“AI is transforming loyalty programs by enabling businesses to move from broad segmentation to true one-to-one personalization. However, it must remain a tool that supports human decision-making rather than replacing it entirely.”– Lukasz Dubiel, Loyalty Solutions Consulting Director at Comarch
2. Privacy & Hyper-Personalization: The Data Dilemma
Consumers want more relevant and engaging offers, but they’re also increasingly aware of data privacy concerns. Key insights from the report include that customers in UAE (77%) and Saudi Arabia showed the highest demand for highly personalized experiences. However, European consumers prioritize trust and simplicity, often opting out of excessive marketing. Markets with GDPR-like regulations (e.g., Europe) face challenges in balancing personalization and privacy compliance. Businesses must ensure transparent data usage and deliver real value in exchange for customer data to maintain trust.
“Consumers expect personalization, but it must be done responsibly. The key to success is transparency—brands need to show customers how their data is used to create better experiences, not just to push more offers.” – Joanna Witsch, Senior Loyalty Consultant at Comarch
3. Sustainability: A Growing Loyalty Differentiator
Sustainability remains a critical factor in loyalty program design. Consumers expect brands to integrate eco-conscious features, such as digital receipts to reduce paper waste, eco-friendly rewards, such as carbon offsetting or sustainable product discounts, and gamified engagement that encourages responsible consumer behavior. While sustainability alone won’t drive loyalty, businesses that effectively integrate green initiatives into their programs can enhance brand reputation and consumer trust.
“Sustainability isn’t just a buzzword—it’s an expectation. Customers want to see real action, whether it’s reducing waste through digital receipts or rewarding environmentally friendly behaviors.” – Lukasz Dubiel, Loyalty Solutions Consulting Director at Comarch
4. Regional Differences in Loyalty Engagement
The report highlights regional variations in loyalty behavior, reinforcing the need for market-specific strategies. Brazil (14 programs) and Saudi Arabia (13 programs) had the highest average loyalty program memberships. Consumers in the UAE and Brazil prioritize innovation, while those in Europe value simplicity and trust. Fuel loyalty programs are declining in participation, signaling a shift in consumer expectations for value and relevance.
“Loyalty programs cannot be one-size-fits-all. Customers in different markets have different expectations—some prioritize rewards, while others value convenience, trust, or innovation.” – Joanna Witsch, Senior Loyalty Consultant at Comarch
5. Amazon Prime: The World’s Favorite Loyalty Program
The report found that Amazon Prime is now the most popular loyalty program globally. Its subscription-based model delivers instant, tangible value, driving strong customer retention. Unlike traditional “earn-and-burn” programs, Prime offers upfront benefits, such as free and fast shipping, exclusive deals and discounts, and bundled services (Prime Video, Music, etc.). The success of Prime underscores a wider trend toward paid loyalty models, where customers willingly pay for guaranteed benefits.
“Amazon Prime is a great example of how brands can redefine loyalty. It’s not about collecting points—it’s about providing real, immediate value that makes customers want to stay engaged.” – Lukasz Dubiel, Loyalty Solutions Consulting Director at Comarch
Final Thoughts: What Loyalty Professionals Need to Do in 2025
The 2025 Loyalty Trends Report makes it clear that AI and hyper-personalization are non-negotiable—programs must evolve beyond mass promotions. Privacy must be respected—consumers will disengage if they feel their data isn’t used responsibly. Sustainability is a brand differentiator—eco-conscious initiatives should be meaningful, not performative. Regional strategies matter—loyalty trends differ across markets, requiring tailored approaches.
“Loyalty programs are evolving fast. Brands that fail to adapt risk losing relevance. Now is the time to optimize personalization, embrace AI, and integrate sustainability in a way that truly adds value.” – Joanna Witsch, Senior Loyalty Consultant at Comarch
For loyalty professionals, now is the time to optimize existing strategies while planning for the future. To dive deeper, download the full Comarch Customer Loyalty Predictions 2025 Report for more insights and practical applications.
Source: GLO
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