For brands aiming to deepen engagement and create meaningful loyalty experiences, the traditional "earn and burn" model is no longer enough. In today’s Industry Voices, Mary Luckey, Reward Strategy Director at Maritz, shares her perspective on how loyalty programs must evolve to remain relevant — and why reward strategy is at the heart of that transformation.
With more than two decades at Maritz — and experience across both consumer and B2B loyalty programs — Luckey focuses on what she calls "the really fun part" of loyalty: shaping the rewards members earn. "My role is about working with account teams and clients to ensure they offer the right rewards — whether it's merchandise, gift cards, travel, or experiences — and crafting redemption experiences that truly drive loyalty," she explains.
At Maritz, the approach to customer loyalty goes well beyond points and transactions. Luckey describes loyalty as a relationship, not a straight line, emphasizing that customer engagement must be seen as a living journey rather than a single outcome. "Since Maritz has always focused on people and behavior change, we design loyalty journeys that tap into emotions," she says. For example, encouraging members who redeem for a major travel reward to create a photo book afterward helps them savor memories and dream about the next trip — subtly pulling them deeper into the brand experience.
This broader, human-centered philosophy is shaping how brands are redesigning their programs today. In Loyalty360’s latest State of Customer Loyalty report, 79% of brands reported plans to update or overhaul their loyalty offerings — and Luckey confirms this trend is visible across industries. She notes that many brands are realizing that loyalty members "don't join programs to improve a brand’s KPIs — they join because they want to get value and feel valued." As a result, brands are moving beyond purely transactional rewards to offer more experiential, personalized options that tap into emotions and create memorable moments.
Maritz has introduced innovations like a personal shopper service for high-point earners, allowing members to redeem points for nearly anything — from engagement rings to outdoor kitchens, and even niche items like ghost-hunting equipment. "The more personalized and emotionally resonant the reward, the stronger the loyalty," Luckey explains. "It’s about allowing members to see themselves reflected in the program."
Retail and hospitality sectors, she says, are leading the charge in loyalty innovation. Retailers are using AI and vast datasets to personalize rewards down to the SKU level, while hotels and airlines are enriching loyalty through real-time upgrades, exclusive experiences, and status-based perks that reinforce a feeling of belonging. According to Luckey, "Personalization and real-time rewards are no longer optional — they are now critical levers for engagement."
As brands look toward 2025, Luckey believes AI will be the most transformative technology in loyalty marketing. She points to AI’s ability not only to analyze customer behavior but also to predict churn, trigger instant rewards based on context, and even proactively prevent fraud. "If you can dream it, AI will help you make it happen," she says, noting that the pace of AI advancement is creating unprecedented opportunities for innovative marketers.
However, as brands embrace omnichannel strategies and more aggressive personalization efforts, there is also a risk of overwhelming consumers. Luckey cautions that "during times of economic and social uncertainty, customers are feeling fatigued," leading to passive disengagement where brands lose visibility without even realizing it. To combat this, she recommends that marketers prioritize bringing tangible value to members — such as offering gift cards for everyday restaurants, deploying surprise-and-delight promotions, or using nostalgic and humorous messaging that taps into positive emotions. Even simple shifts, like reintroducing direct mail, can break through the noise. "Print has a 100% open rate right now," she quips, referencing the widespread excitement over the Amazon holiday catalog.
Measurement, too, needs to evolve alongside program design. While traditional KPIs like retention, engagement, and customer lifetime value remain vital, Luckey argues that brands should dig deeper into redemption data to understand which types of rewards drive the best long-term behavior. "Not all rewards are created equal," she notes. "We’ve found that members who redeem for memorable experiences or merchandise tend to outperform those who opt for purely transactional rewards like cash or gift cards."
When asked which programs she personally admires, Luckey highlights Aldi — despite it not offering a formal loyalty program — for the way it builds culture and community at every customer touchpoint. She also cites Kentucky Fried Chicken’s creative promotions and, more notably, the
Rapha Cycling Club from the UK. Unlike traditional loyalty programs, Rapha offers a community-driven membership experience for cycling enthusiasts, creating a sense of belonging without relying on points-based incentives. "It’s a brand relationship that feels truly personal and powerful," Luckey says, noting that loyalty marketers could learn from such models even in points-based programs.
Looking ahead, personalization remains the dominant force in loyalty strategy. "With the rich datasets available and the acceleration of AI, the ability to personalize meaningfully is only going to get stronger," Luckey emphasizes.
At Maritz, upcoming initiatives include expanding reward offerings, advancing fraud mitigation processes, and enhancing the personalization capabilities of its e-commerce redemption sites. Future updates will aim to tie the shopping experience directly to individual point balances, ensuring that members are immediately presented with options that feel both accessible and rewarding.
As Luckey sums up, the loyalty journey isn’t about transactions anymore — it’s about creating dynamic, personalized, and emotionally resonant experiences that keep members engaged, valued, and inspired to stay connected.