Loyalty points can't buy love

Customer loyalty is changing fast. For years, points, perks and discounts have been the backbone of loyalty programmes. But in a marketplace defined by choice, economic pressure and digital acceleration, traditional loyalty tactics are no longer enough to keep customers coming back.

Today’s consumers expect more. They want brands to understand their needs, reward meaningful engagement, and build relationships that extend beyond the transaction. In this new landscape, loyalty is no longer just a retention tool; it’s a strategic growth lever that touches every part of the customer journey.

In this video, dentsu experts Alex Hamilton (Innovation Director), Nozomi Koseki (Brand Strategy Director), and Lauren Hughes (CX Strategy Director) explore why loyalty programmes need to evolve, and how brands can rethink their strategies to build deeper, more durable connections with their customers. From emotional engagement to experience-led rewards, they share insights on the future of loyalty marketing and the organisational shifts needed to make it happen.

Watch the short video above to explore:

Why traditional loyalty schemes are falling short
How consumer expectations are changing
What leading brands are doing to create more meaningful loyalty experiences
Practical steps for marketers to modernise their approach

Learn more about how dentsu helps brands transform loyalty through Modern CRM, integrating data, technology and creativity to deliver meaningful customer experiences.