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Consumer loyalty

Today’s consumers expect relevance, recognition, and seamless experiences—and their loyalty can shift in an instant. To keep up, brands need trusted solutions that strengthen relationships across every interaction. Whether you’re looking to redesign your member experience, modernize your platform, or activate insights with AI, Deloitte can help you move loyalty forward.

Reshaping loyalty programs in an era of value-seeking

Consumers are redefining what value means, pushing brands to rethink how they compete beyond price. Our annual Consumer Loyalty Program Survey shows that while price still matters, up to 40% of perceived brand value comes from factors like experience, quality, and loyalty programs—creating new opportunities to drive engagement and long-term loyalty.

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What's next in loyalty

Our capabilities

Whether you’re solving for a bespoke opportunity or reimagining your entire platform, our holistic capabilities can help you elevate your loyalty program and drive positive business outcomes.

Strategy and design

Our team can help define your loyalty ambition, business value, and target segments—bringing it all together through an actionable roadmap tied to measurable business outcomes.

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Experience and digital

We apply human-centered, research-driven approaches for digital and physical enablement to activate loyalty program journeys and high-value interactions.

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Finance and risk

We combine financial, accounting, tax, and risk experience to help determine your program valuation, identify optimal tax setup, validate loyalty point accounting, and manage fraud.

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Platform selection and configuration

We advise on tech platform decisions, from translating requirements into vendor criteria and recommending architecture to managing migration and testing for a secure launch.

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Marketing and personalization

Our team conducts segmentation, life cycle orchestration, and next-best-action models to deliver real-time personalization—supported by experimentation and MarTech integration.

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Operations and optimization

We can help design, refine, and support your end-to-end program operations, including member care, launch planning, change management, and reporting.

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Consumer and market insights
Related thought leadership

Consumer loyalty survey

Loyalty program preferences and sentiment

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Program leader loyalty survey

Industry-specific loyalty program insights

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ConvergeConsumer

Share of wallet and purchasing behavior

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HundredX

Future purchase intent

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Loyalty program maturity model

How your loyalty program compares

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2026 retail industry outlook

Five dynamics expected to reshape the retail industry

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Restaurant loyalty programs

How restaurants can increase brand loyalty and drive a competitive advantage

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Omnichannel marketing strategies

A playbook designed to help retailers leverage offline conversion data to increase multichannel sales and drive measurable business growth

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Deloitte differentiators

Real experience: Industry fluency that guides strategy

Deloitte brings unmatched industry fluency through our IndustryAdvantage™ approach—offering deep industry insight across airlines, hospitality, restaurants, grocery, and mass retail, just to name a few. We’ve helped some of the world’s most recognized loyalty programs evolve through disruption, consolidation, and new industry dynamics. This perspective means our solutions aren’t generic—they’re grounded in real industry trends, informed by competitors’ strategies and customer behaviors, and tailored to the unique business model dynamics of your category.

Real value: Insights that power agility

Generic insights don’t drive loyalty growth. Precision does. Deloitte’s proprietary ecosystem of insights—including global surveys, performance benchmarks, and AI-driven models—delivers subsector-specific intelligence with a full-spectrum view of customer behavior in your category: how customers discover, engage, and spend. With Deloitte, insight becomes action: helping brands identify untapped value, capture incremental spend, and optimize loyalty performance in real time.

Real outcomes: Strategy that's actionable

Deloitte bridges the gap between strategy and execution—bringing together strategic insight, creative vision, and operational know-how with a deep understanding of the technology and data ecosystems that power modern loyalty. We design strategies that work in the real world—grounded in platforms, analytics, and integrations required to bring loyalty programs to life. From architecture to activation, every strategy is grounded in robust insight and experience, informed by data, aligned to business value, and built to scale across the enterprise.

Loyalty has evolved beyond a program. Today, it is a strategic enterprise asset that strengthens the most valuable customer relationships and activates value across the business. Treated this way, loyalty drives stronger engagement, clearer accountability, and sustained top-line impact.

Ramya Murali, Consumer Loyalty Solution Leader, Principal, Deloitte Consulting LLP

Loyalty is created in moments - many of them physical - but it’s sustained by how those moments are remembered, learned from, and acted on digitally. Retailers that use digital experiences to reinforce behavior over time are the ones that turn engagement into lasting relationships.

Bobby Stephens, Principal, Deloitte Consulting LLP

The most successful loyalty capabilities come together when there is a clear and deliberate strategy that is translated into a technical solution. Loyalty is always evolving and the best technology solution which includes architecture, integrations, platform, and data needs to be flexible to grow and evolve with the business.

Oliver Page, Principal, Deloitte Consulting LLP

Modern loyalty operations depend on upskilled teams collaborating with GenAI solutions and digital agents to manage program delivery. As these innovations free up capacity, loyalty leaders are intentionally reinvesting that time into higher-value activities that strengthen both the program and the member experience.

Brendan Boerbaitz, Principal, Deloitte Consulting LLP

The future of loyalty isn’t just more personalization - it’s more precision. That requires segmentation and decisioning that evolve continuously, not campaigns that chase customers after the fact.

Michael O'Brien, Principal, Deloitte Consulting LLP

Leading loyalty programs bring finance to the forefront. From design, launch, or modernization, finance can activate and scale sustainable programs by driving valuable insights and mitigating financial risk.

Paul Pochmara, Senior Manager, Deloitte & Touche LLP

Connect with our team

Ready to advance your loyalty journey? Get in touch with our team to learn how we can help you strengthen customer relationships and drive positive business outcomes.

Consumer loyalty