Loyalty programs now change how people spend, not only whether they come back. The Deloitte 2025 survey found that 72% of members are more likely to spend with their preferred brand because of its program, and 56% say it increases what they spend.
That kind of behavior change is why investment and scrutiny are both rising. Brands are putting more into loyalty, and they want proof that programs actually change what customers spend. Many have reworked their programs over the past....