Customer loyalty reimagined: What retail can learn from iGaming
Retail loyalty schemes have been around for decades. Tesco Clubcard, Boots Advantage, and the Nectar card are now so familiar that shoppers rarely question how they work or what they get out of them.
Many consumers collect points automatically, but a fair number have stopped actively caring about the rewards. Loyalty has become passive. The challenge for retailers is to reignite interest in schemes that once felt exciting. That means not just revisiting the rewards on offer, but making the act of earning them more engaging.
Across digital platforms, gamified loyalty systems have brought this concept back to life. Instead of just collecting points over time, users are now encouraged to interact daily, complete challenges, or hit streaks. This makes engagement part of the habit. In e-commerce, fashion apps have adopted these features with daily log-in bonuses or countdown sales that reward repeat visits. The methods may be borrowed from mobile games, but they’re being used to make shopping feel more active than passive. These tactics appeal to short attention spans and users who expect every app to offer something entertaining.
One area that has long mastered this style of interaction is online gambling. Gambling sites not on GamStop attract players looking for fewer restrictions and more incentives. Many of these platforms run complex loyalty systems based on missions, VIP tiers, and instant rewards. Gamified promotions are standard. Unlike some retail schemes that reward only large spends, these casinos reward frequency, interaction, and even losses. It keeps users invested, both financially and emotionally. Retailers looking to re-engage lapsed customers can learn a lot from these approaches, though without mimicking the gambling industry’s high-risk elements.
Never Miss a Retail Update!Retailers don’t need to reinvent their systems. They just need to make them feel fresh again. That might mean turning points into something more tangible, like tokens for spin-to-win games, or prizes unlocked after completing a shopping “quest”. The goal isn’t to trivialise purchasing. It’s to make the loyalty programme feel like part of the experience, not just a background process. When something feels like a game, people often care more about the outcome.
Gamification doesn’t require a full app overhaul. A weekly email with a “mission” to buy a certain category for bonus points, or an in-store scratch card tied to purchases, can be enough. Many customers still shop in-store, so loyalty mechanics shouldn’t be limited to digital platforms. Combining online and offline rewards can help build habits across both. Marks & Spencer, for instance, has trialled digital stamps and “little treats” in its app, prompting users to keep checking back. These are the types of small incentives that create habit loops.
There’s a growing expectation that retailers offer something more to attract attention. Price is no longer the only factor. People want to feel noticed. That might come in the form of a personalised reward, a surprise bonus, or a tiered system that makes them feel like they’re progressing. Using gamification to upgrade promotions taps into these feelings without having to change the core retail model. It’s a layer, not a replacement.
The key is to strike a balance. Too many pop-ups, notifications, or forced app interactions can push people away. A loyalty scheme should reward behaviour that already happens, not demand new, complicated steps. It also needs to feel fair. If rewards are too hard to reach or unclear, people disengage. Simplicity is not the enemy of effectiveness here.
Retailers who’ve moved fastest in this space tend to be those already familiar with digital-first thinking. Fashion and beauty brands have been early adopters. Grocery has moved more slowly. Yet the potential is there. Shoppers visit supermarkets weekly and often follow predictable habits. Gamification can tap into that rhythm. Instead of just scanning a loyalty card, why not have users unlock weekly bonuses for repeat categories or hit spending milestones?
It’s also about emotion. Loyalty schemes often try to be rational: spend £100, get £1 back. That works, but it’s forgettable. A game, challenge, or surprise taps into something different. It adds a layer of anticipation. That’s what keeps people coming back, not just for the points, but for the experience. The rewards don’t have to be large, but if they’re unexpected and more frequent, it makes it more rewarding for the customer.
As competition increases across both physical and digital retail, the brands that succeed will be those that understand loyalty isn’t just about the end reward. It’s about how the customer feels on the way there. Making that journey more fun, even just slightly, can make all the difference.
