Brands currently face a variety of challenges including rising customer expectations, generational differences, and increasing desire for seamless omnichannel experiences. CORA Loyalty is answering that call with a comprehensive portfolio that integrates next-gen tech, deep personalization, and strategic services. At the helm is Beth McCoy, President of CORA Loyalty, who joined Loyalty360's Industry Voices series to share her vision and strategies for evolving loyalty in 2025 and beyond.
"CORA Loyalty is a newly created portfolio made up of three separate companies or entities that some people may be familiar with from the loyalty marketplace," McCoy explains. These include RewardOps, an API-based rewards marketplace; Carlson Marketing Solutions, an enterprise-grade points bank and engagement platform; and Points at Work, a channel incentives tool tailored to employees and manufacturers.
Together, they form an end-to-end loyalty ecosystem, bolstered by a services layer offering data science, digital marketing, and curated marketplace solutions.
The Impact of Rewards on Card Use and Customer Choice
CORA Loyalty recently conducted a Harris Poll to understand how loyalty and credit card benefits influence consumer behavior. The results were telling:
"For 55% of Americans, loyalty and rewards credit card benefits are a key factor in determining which card is used to pay for their daily purchases," McCoy says. "This is a factor that comes into play ahead of convenience and credit limit."
Equally notable, nearly three-quarters of Americans consider rewards-related factors—such as redemption options or signup bonuses—when opening a new card. "Earning points or miles on purchases is one of the most appealing credit card benefits to 45% of Americans," McCoy adds.
Simplifying and Strengthening the Program Experience
For brands without a full-featured credit card program, McCoy recommends starting with clarity and usability.
"The loyalty program has to be really simple and straightforward," she says. "Customers need to find it easy to earn and redeem points without confusion."
She emphasizes the importance of moving beyond one-size-fits-all segmentation. "We need to account for different characteristics and behaviors… [and] deliver real and personal value to members."
Perhaps most crucial: "Make sure that members are aware that the program exists. It’s always surprising to me when I hear people talk about how they didn’t even know they were part of a loyalty program."
Structuring Benefits with Flexibility and Relevance
According to McCoy, structuring benefits begins with aligning rewards to real-world spending. "It makes sense to ensure that you're offering earn on everyday expenditures, such as grocery and gas… and offer accelerated earn where your members are spending."
She points to flexible redemption as essential. "Members should be able to redeem for merchandise, gift cards, travel, even small things like a coffee."
Value-added perks can also differentiate the experience. "Exclusive concert tickets, airport lounge access, charitable donations, those can offer a different point of connection."
Tailoring to Generational Expectations
The Harris Poll also revealed meaningful generational differences. "64% of baby boomers are the most likely to be influenced by loyalty and rewards programs," McCoy notes, with Gen X, Millennials, and Gen Z following in descending order.
Baby boomers prefer traditional rewards and tangible benefits, while Gen Z leans toward gamification, instant gratification, and purpose-driven engagement. But McCoy says there are constants across age groups: "Digital engagement is definitely key for all… and personalization is critical."
Practical Personalization in 2025
For brands seeking to deepen personalization, McCoy highlights the role of data and analytics. "Personalization can increase program engagement by up to 40%," she states.
She recommends:
-
Browse and search-based product recommendations
-
Points balance-matched offers
-
Wishlist reminders
-
Abandoned cart recovery campaigns
-
Category-specific targeted promotions
"Tapping into all of these different opportunities can definitely make brands have their loyalty programs more relevant, engaging, and effective."
Barriers to Real-Time Personalization
What’s stopping brands from delivering this level of precision?
"The biggest barriers come down to data and technology," says McCoy. Data silos make it difficult to stitch together a complete customer view, and legacy systems often lack the horsepower for real-time responsiveness.
"Moving to more modern cloud-based solutions or integrating APIs can allow for those real-time updates and address those obstacles."
Personalization That Feels Right—Not Creepy
With data use under scrutiny, McCoy advises brands to tread carefully. "Transparency is really key. Ensure customers know what data is being collected and why."
She also stresses:
-
Clear permissions and preference controls
-
Relevance in messaging and timing
-
Avoiding over-messaging or under-communication
"Balance is key… over-messaging can feel really pushy, while under-messaging can feel disconnected."
Seamless Shopping and Fulfillment
As omnichannel expectations rise, McCoy says the best brands are investing in deeply integrated ecosystems.
"All aspects of the business are connected—from customer service to inventory management to CRM.” She points to Nordstrom as a best-in-class example.
Mobile, too, is a must-have. "Optimizing for mobile is a necessity now—it's not just an option.” She cites Starbucks as a standout for its streamlined mobile experience.
Easy Wins for Customer Experience
For brands just starting to improve their CX strategy, McCoy offers this advice: "Actively seek and prioritize customer feedback.”
Whether through surveys, social media, or direct feedback with agents, listening to the customer is the fastest path to uncovering friction and opportunity.
Breaking Through the Sea of Sameness
To stand out, brands must go beyond the expected. One unique example McCoy shared: the St. Regis Hotel’s nightly champagne sabering ritual.
"It creates a sense of belonging… you get away from the traditional levers of a loyalty program."
Gamification, she adds, is another powerful lever, especially as more brands seek novel ways to boost engagement.
What’s Next for CORA Loyalty
Looking ahead, CORA Loyalty is focused on improving "pay with points" capabilities.
"We see it more as a hybrid approach—complementary to the in-program redemptions like gift cards and merchandise," McCoy says.
The goal? More choice, greater flexibility, and a member-centric experience that integrates seamlessly across channels and devices.
Final Thoughts
From pay-with-points innovation to deeply integrated data systems, Beth McCoy and the team at CORA Loyalty are driving the next chapter in modern loyalty. With a clear-eyed view of customer needs, a commitment to transparency, and a powerful tech and services portfolio, CORA Loyalty is helping brands rise above the noise and create lasting connections in a competitive market.
"The freedom to come up with creative, out-of-the-box solutions—that's what motivates me," McCoy says. It's also what defines the future-ready approach that sets CORA Loyalty apart.
To hear the entire interview with Beth, listen to the Leaders in Customer Loyalty podcast.