Brands have never talked about loyalty so much. However, the classic loyalty programs run out of steam. Points, discounts, birthdays: everyone does the same. And customers don’t remember it anymore. In a context where the margins are stretched and where branding becomes a strategic asset, a new generation of e-merchants asks the question: what if loyalty was no longer gained by reduction, but by consideration?
The end of the “Points = euros” model
For years, fidelity has been thought of as an accumulation mechanism. The more we buy, the more we win. But this transactional model shows its limits.
The signals are clear:
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- Customers who combine points that they never use
- A loyalty motivated only by the price advantage
- Almost zero differentiation between brands
In other words, customers are not faithful, they are simply rational. And sometimes unfaithful to the first promo code came.
A new approach: statutory, experiential, relational
The brands that renew their program no longer talk about points, but status. They come out of the purely accounting logic to create perceived value. Their objective is no longer to encourage to buy by reflex, but to build a lasting link, aligned with their brand image.
They rely on several levers:
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- Creation of visible, differentiating bearings: clubs, titles, statutes
- Access to reserved experiences or content
- Relational valuation: personalized messages, dedicated contact channel
- Collector objects, designed for a limited number of customers
- Integration into community logics (forums, private events)
The benefits of a program without reduction
This model is not just a premium brand coquetry. He has concrete advantages for business.
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- It preserves the margins: no erosion of the average basket by repeated discounts
- It strengthens the brand attachment rather than its promotional offers
- It encourages word of mouth: a memorable experience is better than a 10 % reduction
- It creates a real brand preference, more difficult to divert
What these new programs contain
These are no longer points of points, but brand experiences. They can draw inspiration from luxury, gaming or hospitality.
Examples of activated elements:
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- Surprise sending of a personalized object
- Early access to a drop or limited edition
- Invitation to a private event or masterclass
- Extended or priority guarantee
- Badge or statutory marker in the customer area
What to unlearn
Getting to modern fidelity is also free from worn practices.
To avoid:
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- Automatic conversion of points to vouchers
- Impersonal emails with points balance
- Identical rewards for all
- Statutes based solely on the amount spent
A loyal customer is not only the one who buys a lot. He is the one who chooses the brand, even when he has other options.
What indicators to follow
A program without reduction requires other benchmarks than the immediate conversion rate. The effect must be measured in the duration.
Useful indicators:
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- Re-purchase rate at 3, 6 and 12 months
- Percentage of customers identified with active account
- Participation rate in exclusive offers or content
- Re -engagement rate after inactivity
- Number of non -transactional interactions (Email opening, feedback, UGC)
A customer does not return for 10 % reduction, he returns because he feels considered.
Loyalty is not decreed with a promo code. It is built by recognition, surprise and experience. In the long term, it is not the points that retain a customer, but the way in which the brand treats it between two purchases.
