Loyalty Trends 2026/27: The Most Important Developments in Customer Loyalty

A loyalty program? Almost everyone has one these days. Earning points, redeeming rewards, getting discounts—your customers are already familiar with these mechanics from twenty other apps. And something that’s easy to copy isn’t going to keep anyone loyal.

That’s exactly why it’s worth taking a look right now at the trends in customer loyalty. After all, artificial intelligence is now making an impact on both sides of the register: in your CRM system and in your customers’ purchasing behavior. So if you’re planning for 2027, you should ask yourself honestly: What will keep people loyal to my brand in the future?

We've compiled the most important developments for 2026 and 2027. What's changing, what does that mean for your program, and what specific steps can you take starting tomorrow?

An Overview of the Top Loyalty Trends for 2026/27

Trend	What's Changing	Your Next Step
1. Emotional Bond	Discounts alone are no longer enough. Recognition and experience make all the difference.	Introduce a reward system that has nothing to do with percentages.
2. AI in Everyday Life	Personalization and timing are automated rather than done manually.	Select a single use case and measure it accurately.
3. Agentic Commerce	AI assistants make purchases on their own and ignore loyalty benefits in the process.	Check whether your benefit is tied to your account and not to the channel.
4. First-Party Data	Third-party data is being phased out, while first-party data obtained with consent is becoming increasingly important.	Streamline the registration process and ensure that consents are properly documented.
5. Paid Levels	The number of premium memberships is growing, though at a slower pace in the DACH region.	Do the math first, then test it: The investment has to be clearly worthwhile.
6. Partner Ecosystems	Individual programs are grouped into regional partner programs.	Target two to three partners with the same target audience.
7. Play and Experience	Simple scoreboards are being replaced by game mechanics and experiences.	Test one strategy per quarter, not five at once.
8. Immediate Benefits	Eliminate time-consuming collection processes and gain quick advantages—the combination of the two is the most powerful lever.	Make the first bonus achievable within four to six weeks.
9. Sustainability	While approval ratings are high, price remains the deciding factor in everyday life.	Combine sustainable rewards with real-life benefits.

Trend 1: Emotional connection trumps the logic of discounts alone

Points are easily copied. If a competitor adds two percent, your lead is gone. That’s exactly why the focus is shifting noticeably right now: away from the transaction itself, toward the relationship.

Surveys conducted by Deloitte reveal just how ambivalent this behavior is. About 72 percent of respondents say that a loyalty program increases their willingness to spend. In reality, however, only 56 percent actually spend more. At the same time, four out of ten consumers are extremely price-conscious. Discounts therefore remain important, but are no longer sufficient as the sole reason for purchasing.

The term „emotional connection” sounds abstract, but it’s very tangible in everyday life. It arises when people feel recognized. A personalized greeting on the anniversary of their sign-up often has a greater impact than a five percent discount. The key is that the two go hand in hand. The financial incentive provides the occasion; the personal gesture creates the memory.

Characteristic	Transactional Bonding	Emotional bonding
Trigger	Price, Discount, Points Balance	Recognition, Experience, Belonging
Effect	Short-term, immediately measurable	In the medium term, more stable despite price pressures
Reproducibility	Very high	Low, because it's tied to your brand
Typical measure	Percentage Coupon	Surprise Bonus, Early Access, Invitation
Risk	Discount Habituation, Declining Margins	It doesn't matter what you do if the fundamentals aren't right
Appropriate metric	Redemption rate, revenue per share	Repurchase Rate, Recommendation Rate, Frequency

Trend 2: Artificial intelligence is becoming a tool of the trade

Artificial intelligence has made its way into loyalty marketing. While it doesn't write strategies, it does take care of the tedious work for you. For example, it can create segments, determine optimal mailing times, suggest different text variations, and detect churn early on.

Expectations are particularly high among younger target groups. According to Deloitte, 62 percent of Gen Z and 64 percent of Millennials would activate hyper-personalized settings to receive better benefits. This is both an invitation and an obligation. Those who receive data must also give something in return.

Yet there is still a gap in the retail sector of German-speaking countries. In a survey conducted by the EHI Retail Institute, 92.4 percent of the retail companies surveyed considered the use of AI to increase customer loyalty to be worthwhile. However, only 19.8 percent were actually using it at that time. It is precisely this gap that will give those who get an early start a competitive edge in 2027.

Use Case	What AI Takes Over	What you'll need	What You Should Keep in Mind
Recognizing Employee Turnover	Evaluates purchase intervals and activity; reports risk cases	Purchase history covering at least six months	Always test with a control group
Personalized Offers	Select the premium and product for each person	Well-maintained product categories	Set an upper limit for discounts
Broadcast Time	Finds the best time for each person	Open and Click Data	Technically prevent overnight shipping
Suggested text	Provides variations for push notifications and email	Clear Brand Guidelines	Human approval remains mandatory
Campaign Planning	Suggests occasions and frequency	Annual Plan and Product Line Knowledge	Add regional holidays yourself

Trend 3: Agentic Commerce – when assistants shop on behalf of your customers

With „Agentic Commerce,“ an AI assistant handles purchases largely on its own. The user specifies a goal, and the assistant compares offers, makes a selection, and completes the purchase. This may sound like something from the distant future, but it’s already changing the game.

The reason is simple: An assistant optimizes based on price, availability, and convenience. However, it cannot see your status level, your points, or your attractive campaign unless this information is stored in your customer account in a machine-readable format. According to Gartner, around 60 percent of brands will be using AI agents for personalized interactions by 2028. This is a forecast, not a measured value—but it’s still useful as a planning horizon.

Smaller businesses have no reason to panic. It’s really a matter for your system provider. Can a customer account be linked securely? Are there benefits available through an interface? Are purchases recognized even when they’re received through a different channel?

Trend 4: First-party data is becoming the most important asset

First-party data is data that you collect yourself, with the consent of the individuals concerned. Zero-party data goes one step further: the individual consciously provides it to you, for example, in a short survey about their favorite products. Both types of data are becoming more valuable as third-party data is increasingly phased out.

A loyalty program is the cleanest channel you can have. People sign up voluntarily, know what they’re getting in return, and can opt out at any time. According to Deloitte, nearly two-thirds of brands already share their loyalty data with advertising platforms or are planning to do so. The benefits are clear, but so are the responsibilities.

In the DACH region, expectations are clear: 62 percent of people in Germany and 55 percent of people in Austria expect personalized offers. At the same time, 84 percent (DE) and 83 percent (AT), respectively, want to receive information at least once a week. So the appetite for data is satisfied when the value in return is right.

Data Type	Example	What you use them for	Note Regarding the GDPR
Master Data	First Name, Month of Birth, Branch	Welcome, Birthday Promotion, Regional Offers	Charge only for what you actually use
Behavioral Data	Purchase History, Visit Frequency	Segments, Early Warning, Premium Logic	Define and document the purpose in advance
Data provided by the user	Favorite Product, Diet	Products closely aligned with our product line—no guessing required	Make it clear that participation is voluntary
Consents	Push, Email, SMS	Channel selection per person	Cancellation must be just as easy

Trend 5: Paid Programs and Premium Levels

Paid memberships are one of the most noticeable trends of recent years. The logic behind them is straightforward: Once you’ve paid, you want to get your money’s worth. McKinsey describes exactly this effect. For example, members of paid programs are 60 percent more likely to spend more, compared to about 30 percent for free programs.

Before you start planning a premium tier, it’s worth taking a look at the world map. According to Euromonitor, consumers’ willingness to pay is particularly high in growth markets such as India, the United Arab Emirates, and Brazil. In the DACH region, however, people are significantly more hesitant. A subscription model therefore needs a benefit that can be explained in just a few seconds.

A rule of thumb that has proven effective is this: For an average user, the annual fee should pay for itself within three months. Base your calculations on your actual frequency of visits, not your desired frequency. Test the model with a small group first before offering it to everyone.

Trend 6: Partner Programs and Regional Ecosystems

A single program offers only a limited number of opportunities. It takes several businesses working together to truly reflect everyday life. This is exactly why partner programs, such as hello again, where points can be earned and redeemed at multiple locations, are becoming increasingly popular.

This approach is still far from fully developed. McKinsey has examined how far along leading programs are in this area: Only 18 percent are experience-oriented, 6 percent are considered networked, and just 2 percent are regarded as true ecosystems. So those who get a head start have plenty of room to grow.

The Mühlviertel App from the Mühlviertel Tourism Association in Upper Austria shows exactly how this works. It features 113 partner businesses, including 77 bonus partners and 36 points-collection partners. The approximately 4,000 registered users have collected a total of 61,500 points, which are called „Stoana” on the app. To get started, however, just two or three partner businesses with a similar target audience and a diverse range of products are enough.

Trend 7: Game mechanics and experiences instead of mere scoreboards

Collecting is fun when you can see your progress. That’s why game mechanics are shifting from being optional extras to becoming core features of many programs. Examples include wheels of fortune, challenges, Advent calendars, and collectible passes with visible fields.

The DACH Loyalty Report 2026 shows just how large the target audience is for this. 42 percent in Germany and 38 percent in Austria enjoy or really enjoy using game mechanics. While the topic is no longer a niche one, it’s also not a surefire success. A mechanic only works if the reward is realistically attainable.

A real-world example of this is the Höflinger Müller bakery. There, a digital coffee pass, a wheel of fortune at the point of sale, and an Advent calendar all come together in a single app. When customers use the app, the average receipt total is 1.00 euro higher. That may not sound like much, but it quickly adds up with daily use.

Mechanics	Effect	Goes especially well with	Effort
Collector's Pass	Builds a routine, makes progress visible	Bakery, Restaurants, Coffee	Low
Wheel of Fortune	Generates curiosity at the point of sale	Retail Sales to Walk-in Customers	Low to moderate
Challenges	Links multiple visits to a single destination	Tourism, Recreation, Partnerships	Medium
Advent Calendar	Provides daily opportunities to open	All Industries During the Holiday Shopping Season	Medium
Status Levels	Visibly Rewards Frequent Use	Specialty Retail, Services	Medium to high

Trend 8: Immediate benefits

This DACH trend stands out particularly for its numbers. In Germany, 80 percent of respondents expect rewards that can be redeemed immediately, while in Austria, 87 percent do. Any program that requires 40 visits before the first reward is awarded risks losing more than half of its participants along the way.

There’s also a second problem: points that no one redeems. According to Deloitte, about 40 percent of respondents forget to claim their rewards. At first glance, this might seem like a good thing because it doesn’t incur any costs. In reality, however, it’s a red flag, because unredeemed points don’t lead to repeat business. On the balance sheet, depending on the model, unused points may even have to be provisioned.

Price pressure is further exacerbating the problem. McKinsey reports that 74 percent of consumers are switching to cheaper alternatives in at least one category. A benefit that doesn’t take effect for another year doesn’t help anyone in this situation.

Hurdle	How to Spot Them	What helps
Bonus is too far away	Many sign-ups, few repeat purchases	Make the first bonus achievable within four to six weeks
Redemption is too complicated	High point total, low redemption rate	Redeem with just two clicks right at the register
Unattractive premium	Points are collected but never used	Offer a selection of options, including an instant bonus
No one brings it up	Points expire quietly	Automatic reminder four weeks before expiration

Trend 9: Sustainability: The Balance Between Ideals and Everyday Life

The topic of „sustainable premiums” is high on many agendas. While surveys consistently show high levels of support, actual behavior is dominated by price and everyday utility. You should factor this gap into your plans.

Rewards that combine both aspects work best. A discount for bringing your own reusable cup saves money and reduces waste. An evening promotion on baked goods cuts down on waste and attracts more customers during a slow period. Collaborating with regional partners has a similar effect, because for many people, local connections are more tangible than an abstract balance sheet.

What These Trends Mean for the DACH Region

Global trends set the stage, but decisions are made locally. The DACH Loyalty Report 2026 was conducted in December 2025 by hello again in collaboration with the Austrian Retail Association. Over 1,000 people in Germany and over 500 in Austria participated in the survey. The results paint a fairly clear picture:

Expectation	Germany	Austria
Expect rewards you can redeem right away	80 %	87 %
Would like to receive information at least once a week	84 %	83 %
Would switch from a physical map to a digital one	73 %	74 %
Expect personalized offers	62 %	55 %
Is willing to go out of their way to close a deal with a program	55 %	56 %
Has been spending more since using the program	30 %	28 %
Enjoys or really enjoys using game mechanics	42 %	38 %

Since this figure is often misinterpreted, let’s clarify it once again: The 30 percent and 28 percent figures refer to the percentage of respondents who say they have been spending more since they started using the service. This does not represent a 30 percent increase in revenue.

The picture is similar on the corporate side. According to a survey by the EHI Retail Institute, 65.5 percent of the retailers surveyed already offer a loyalty program, and another 14.5 percent are planning to launch one. The IFH Cologne also notes that around two-thirds of retailers want to increase their investment in customer loyalty, and 82 percent of consumers are registered with at least one program. So the market is saturated. You’ll set yourself apart through relevance, not simply by having a program.

Your Roadmap for 2027 in Six Steps

Of course, tackling all nine of these trends at once doesn't work in reality. It makes much more sense to start with the lever that has an immediate impact. The following six steps can be launched within a quarter.

Conclusion: Relevance beats reach

The market is saturated. 82 percent of consumers are enrolled in at least one loyalty program, and two-thirds of retailers want to invest even more. By 2027, having a loyalty program will no longer be a competitive advantage—it will be a basic requirement.

The difference lies elsewhere. Trends in customer loyalty all point in the same direction: relevance matters more than the size of the discounts. The benefit must be immediately noticeable, available digitally, and understandable within a few seconds. Added to this is an element that can’t be replicated: the feeling of being recognized. Anyone can copy a rewards program, but a program that truly knows its customers—that’s something else entirely.

And the gap between aspiration and implementation is still enormous: 92.4 percent of retailers believe AI is useful, yet only 19.8 percent are using it. That is precisely where the competitive edge will lie in the coming year: not with those who have the largest budgets, but with those who get a head start.

FAQ: Frequently Asked Questions About Loyalty Trends 2026/27

What are the top loyalty trends for 2026/27?

The biggest shifts are occurring in four areas. First, emotional connection is replacing the logic of discounts alone, since percentage discounts can be copied at will. Second, artificial intelligence is becoming an everyday tool for personalization, timing, and early warning. Third, AI assistants that shop independently are changing how visible your benefits are. Fourth, first-party data—that is, data collected with consent—is becoming the most important foundation for relevance. In the DACH region, there is an additional, very specific expectation: the benefit should be immediately redeemable and usable digitally.

What does agentic commerce mean for my loyalty program?

„Agentic Commerce” refers to purchases that an AI assistant handles largely on its own. Such assistants compare prices, availability, and effort. Loyalty benefits are only taken into account if they are stored in the customer’s account and can be accessed technically. For smaller businesses, this isn’t an urgent issue at the moment, but it’s a good question to ask your system provider. If your discount is visible only in your own app, it disappears as soon as someone else makes the selection.

Is a paid loyalty program worthwhile in the DACH region?

It can be worthwhile, but only if a very clear benefit is offered. Internationally, it’s clear that members of paid programs spend significantly more than members of free programs. In the DACH region, however, the willingness to pay is lower than in many emerging markets. Therefore, base your calculations on your actual visit frequency and check whether the membership fee will pay for itself within about three months. It’s best to start with a small test group before rolling out the model on a larger scale.

How much artificial intelligence does a small program need?

Significantly fewer than the headlines might suggest. To start with, a single use case that saves a noticeable amount of time or generates revenue is enough. Good examples include optimal shipping times, suggested text for push notifications, or a simple early warning when purchases aren’t happening. The key is to include a control group. Otherwise, you’ll never know whether the AI made a difference or if it was simply because the weather was better.

How often can I contact my members?

More often than many people think. 84 percent of respondents in Germany and 83 percent in Austria would like to receive information at least once a week. Content is key: A message with a clear benefit is rarely a nuisance, whereas a purely promotional message is. You should let people choose the channel and keep an eye on unsubscriptions as a warning sign.

Does this mean traditional rewards programs are obsolete?

No, they simply change their role. Points are a good incentive for repeat business when the path to the first reward is short. It becomes problematic when the path to earning rewards is long and the rewards are unclear, because then the points just sit there and don’t bring anyone back. So combine the points system with an immediate benefit and a small selection of rewards. That way, the incentive to collect points remains, and no one has to wait a whole year.

How can I tell if my program will still work in 2027?

Take a look at these four metrics: activation rate, redemption rate, repurchase rate, and change in frequency. Always compare the same individuals before and after they join; otherwise, you’ll be comparing groups that shop differently anyway. If sign-ups increase but redemptions stagnate, the problem lies with the rewards structure. If the frequency remains unchanged, the program lacks an incentive for repeat participation.