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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.

What's next in loyalty?

Activating an insight-led, adaptive loyalty strategy

As the loyalty ecosystem evolves at unprecedented speed, principals Ramya Murali and Michael O’Brien explore how brands can stay relevant in a world shaped by AI, shifting customer behaviors, and blurred industry boundaries Learn how understanding consumer sentiment and market context empowers leaders to make sustained changes that elevate loyalty from a basic program to an enterprise performance engine.
What's next in loyalty?

Transforming loyalty operations for an agentic world

Deloitte leaders Bobby Stephens and Tye Chait explore how reframing technology investments as value generation is critical to unlocking performance and scalability. With agentic commerce reshaping the customer journey, loyalty programs must evolve to serve both consumers and AI agents. Learn how leading organizations are adapting by creating machine-readable benefits, strengthening data governance, and upskilling teams to harness the full potential of GenAI and stay ahead in a rapidly changing landscape.
What's next in loyalty?

Accelerating co-brand credit card growth and value

The fastest wins for co-brand card portfolios don't come from bigger budgets, they come from smart analytics and segmentation. Loyalty leaders Brendan Boerbaitz and Jenny Spiel discuss the importance of aligning specific member segments to tailored card value propositions. Discover how leveraging your first-party data can help you target the right person, at the right time, with the right incentive to drive spending efficiency.

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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.

Experience and digital

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

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.

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.

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.

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.

Consumer and market insights
Related thought leadership

Consumer loyalty survey

Loyalty program preferences and sentiment

Program leader loyalty survey

Industry-specific loyalty program insights

ConvergeConsumer

Share of wallet and purchasing behavior

HundredX

Future purchase intent

Loyalty program maturity model

How your loyalty program compares

2026 retail industry outlook

Five dynamics expected to reshape the retail industry

Restaurant loyalty programs

How restaurants can increase brand loyalty and drive a competitive advantage

Omnichannel marketing strategies

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

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.

Case studies

Modernizing hospitality loyalty to unlock a strategic future

A global travel and hospitality company engaged Deloitte to shape its multi-year loyalty modernization agenda. Through vendor selection and a phased integration approach, Deloitte translated enterprise priorities into a scalable, modular loyalty architecture.

The strategy positioned the client to accelerate innovation, improve financial accuracy, expand partnership reach, and enable real time, personalized member experiences for hundreds of millions of participants worldwide.
Case studies

Reimagining loyalty to accelerate profitable retail growth

A leading national retailer engaged Deloitte to architect its loyalty growth agenda. Grounded in customer research and competitive benchmarking, we developed a five-year strategy to reposition loyalty as a strategic growth engine—redesigning the program to deliver more personalized experiences while tightly integrating with the co-branded credit card.

The strategy was activated through targeted pilots and high-impact in-market collaborations, with early results showing increased membership engagement, improved retention, and a clear pathway to incremental revenue growth.
Case studies

Redefining membership to expand access and engagement in tennis

A leading national tennis organization engaged Deloitte to redefine its membership strategy to significantly grow participation by 2035. Rather than focusing on traditional membership metrics, we helped reposition the program around approachability, enjoyment, and community engagement.

Our team designed a more inclusive membership model with expanded benefits, strategic partnerships, and enhanced support for coaches and local play experiences. This approach positions the organization to expand reach, deepen engagement, and foster lifelong participation across a more diverse and connected player base.
Case studies

Powering QSR growth through an app-first loyalty program

A leading fast-casual restaurant brand partnered with Deloitte to design, build, launch, and promote a highly personalized, app-first loyalty program. We led end-to-end implementation, with the mobile app at the center of the experience, delivering personalized challenges, targeted offers, and efficient payment integration.

This app-based foundation fueled the brand’s rapid digital acceleration, generating 1B+ impressions and 1M+ new member sign-ups. The program quickly scaled to millions of members, increasing visit frequency and average basket size, while establishing the app as the primary growth engine for customer engagement and revenue expansion.
Case studies

Establishing a global leader in co-brand growth

Deloitte advised a global airline on ways to reimagine, architect, and scale its co-brand business as a core strategic growth engine. We helped redefine the co-brand strategy and value proposition, strengthen partner alignment, and establish an integrated operating model. Advanced analytics and AI/ML capabilities were embedded to enable more informed decision-making and more coordinated omnichannel engagement across the customer journey.

This shift from a primarily acquisition-driven model to a more integrated, data-enabled growth platform drove a substantial increase in monthly signups while dramatically lowering cost per acquisition.

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.