Global Customer Loyalty Report: Trends & Insights

In the past few years, customer loyalty has become one of the defining competitive arenas for global brands. With the loyalty market projected to reach $155 billion by 2029, companies that fail to adapt risk losing customers to competitors who can deliver more relevant, engaging, and personalized experiences.

That’s why we created the Global Customer Loyalty Report: a comprehensive resource that unpacks the latest trends, regional insights, and future opportunities shaping loyalty strategies worldwide.

Why customer loyalty matters now more than ever

Think about the last time you stuck with a brand, even when a cheaper option was right in front of you. Maybe it was the coffee shop that remembers your order, the airline that makes check-in effortless, or the retailer whose app feels like it was built just for you. That’s loyalty in action, and it goes far beyond discounts or points.

Right now, customers aren’t chasing rewards: they’re chasing recognition and connection. They want brands to understand their preferences, respect their time, and offer value that feels personal. When that happens, loyalty stops being a marketing tactic and becomes a relationship.

And here’s the payoff: loyal customers spend more, forgive mistakes, and recommend you to others. In a world where winning new customers is getting more expensive every year, those relationships are essential.

Sneak peek: what’s inside the report

Our Global Customer Loyalty Report provides an in-depth look at how loyalty is evolving across regions and industries. Here’s a taste of what you’ll find:

Global loyalty trends

The most successful programs are tapping into new technologies and cultural shifts to keep customers engaged. These are some of the global trends reshaping how brands think about loyalty today:

• AI-powered personalization: Brands are using customer data to deliver hyper-relevant offers and experiences.
• Gamification: Loyalty is becoming more interactive, with challenges, badges, and progress mechanics driving engagement.
• Subscription-based loyalty: Paid memberships like Amazon Prime and Walmart+ show that consumers are willing to pay for guaranteed value.
• Sustainability and ESG-linked rewards: Customers increasingly expect loyalty programs to align with their values.
• Coalition models on the rise: Shared loyalty ecosystems are thriving in markets where consumers value flexibility and choice.

Regional insights

While the big themes are global, every region approaches loyalty a little differently. Local cultures, digital adoption, and consumer expectations shape unique strategies. Here’s how loyalty is evolving across key markets:

• Europe: A mix of traditional retail programs and digital-first innovations, with strong demand for sustainable loyalty.
• North America: Subscription and mobile-first programs dominate, alongside partnerships with lifestyle brands.
• Asia-Pacific: Super-apps and coalition programs are leading the way, with high adoption of mobile payments and digital wallets.
• Latin America: Coalition programs like Dotz and travel-focused schemes remain central to loyalty strategies.

Country spotlights

Behind the numbers are real-world programs that customers know, love, and use every day. These examples showcase how different countries are pushing loyalty forward in creative ways:

• Tesco Clubcard (UK) – a pioneer in data-driven loyalty.
• Bol.com Select (Netherlands) – subscription-based loyalty tailored to eCommerce.
• PAYBACK (Germany) – one of Europe’s largest coalition loyalty schemes.
• Starbucks Rewards (US) – redefining customer engagement through mobile-first experiences.
• 88VIP (China) – Alibaba’s premium membership integrating shopping, entertainment, and services.

Why this report is essential reading

The Global Customer Loyalty Report is your roadmap for building lasting relationships with customers. 

Whether you’re a retailer, a brand leader, or a marketer, it offers a clear view of where loyalty is heading, practical insights into what’s working in different markets, and real-world examples from brands that are getting it right. 

With data-driven foresight and White Label Loyalty’s experience across 20+ countries, this report gives you a perspective you won’t find anywhere else, helping you stay ahead and future-proof your loyalty strategy.