Loyalty is no longer just about points and perks. Brands see it as a growth engine powered by data, personalization, and authentic connection. Forrester’s recent research shows the loyalty tech market is both maturing and transforming.
Across industries, from QSR to retail to financial services, the forces reshaping loyalty are consistent. Here are our three takeaways on what comes next, with real-world examples from brands leading the way.
Scaling personalization with AI
AI is moving loyalty from static programs to dynamic, one-to-one engagement. Marketers can predict needs, serve offers in the right moment, and optimize in real time. This shifts rewards from reactive to proactive, making them personal, timely, and relevant.
KFC Rewards uses member behavior data from reward choices and challenge participation to deliver tailored offers and dynamic rewards. The result is higher engagement, more repeat visits, and improved operational efficiency.
Loyalty as an experience, not a points program
Today’s consumers want more than rewards. They expect to feel known, valued, and connected. Loyalty strategies are moving beyond transactions toward experiences that spark emotion and build trust, from exclusive content and early access to community involvement.
Chicken Salad Chick reimagined its loyalty program to reflect the warmth of its brand and community ties. By offering craveable menu-based rewards, training staff to bring loyalty to life in-store, and using real-time insights to personalize offers, they grew active loyalty membership fivefold in six months by driving more visits, higher spend, and stronger franchise-level engagement.
Winning loyalty through speed and flexibility
It’s easier than ever for customers to switch brands. Meeting rising expectations requires loyalty technology that can move as quickly as they do by integrating with the broader martech stack, enabling rapid testing of ideas, and responding to customer signals in real time.
Virginia Lottery is a prime example of how to use an adaptable, modular platform to launch new loyalty experiences quickly and keep pace with evolving customer behaviors. This flexibility ensures the program stays fresh, relevant, and competitive.
The Forrester Loyalty Platforms Landscape, Q3 2025
The Forrester Loyalty Platforms Landscape report explores how brands are meeting challenges, the market dynamics shaping loyalty technology, and what to look for when evaluating partners. It’s a must-read for marketers building loyalty strategies that last.
