Three loyalty trends that will define 2026
Lena Kleinwechter, Customer Engagement & Loyalty Strategist at Talon.One
The momentum behind loyalty has never been stronger. According to data from Mintel, the UK has seen a sharp increase in loyalty programme participation in 2025, with 80% of consumers actively engaging in at least one scheme.
Businesses are realising discounts are only a short-term solution, and as a result are prioritising their loyalty strategy. In the last 12 months, we’ve seen a number of major brands including Joe & the Juice and Fanatics revamping their schemes, whilst many are launching new ones. For example, Lush just unveiled a brand new loyalty programme in partnership with Talon.One.
This trend of brands focusing on loyalty and rethinking programmes as a strategic tool for profitability and growth is set to continue next year. Our research, conducted with Harvard Business Review, found 66% of enterprise brands are actively planning to improve the profitability of loyalty programmes in the year ahead.
Against this backdrop, we see three loyalty trends set to shape 2026.
Holistic incentives marketing: bringing loyalty and promotions together
As competition for consumer spend intensifies, brands are increasingly realising the potential of connecting loyalty and promotions to unlock personalisation, drive greater engagement and deliver Return on Investment.
Sephora, Adidas and ASOS are all case studies of brands doing this effectively, by “firewalling” discounts behind their loyalty programmes.
In 2026, I expect to see this sort of holistic approach to loyalty and promotions become commonplace. Our research shows that 60% of enterprise brands plan to strengthen that integration in the year ahead. This is a no-brainer – consumers rarely see the difference between loyalty and promotions, meaning joining them up won’t disrupt the customer experience.
More gamified loyalty experiences
The future of consumer loyalty will be played, not earned. As brands vie for attention, gamified engagement is redefining how brands build relationships and drive loyalty, creating interactive experiences that customers want to return to again and again.
But gamification shouldn’t be rolled out for its own sake. The most successful gamification examples, such as McDonald’s Monopoly or Sephora’s Beauty Insider Challenges, are those built strategically, and delivered in a way that’s authentic to the brand. The best gamified experiences ultimately go beyond a purchase – they generate non-transactional touchpoints with customers that deepen brand relationships and create a sense of belonging.
Say goodbye to (some) promotional emails
The days of the mass promotional email are numbered. With average click-through rates hovering around 2%, brands are beginning to realise that volume does not equal value.
In 2026, we can expect marketers to shift away from this, as they acknowledge that newsletters and blanket offers are not retention strategies on their own. Today’s consumers expect more thoughtful, personalised communications. So the focus must move from frequency to relevance – and ensuring every touchpoint serves a clear purpose and adds value to the customer experience.
The brands that leave generic promotional blasts behind will be the ones building genuine, lasting connections – and increasing Return on Investment.
What’s clear is that brands can’t take loyalty for granted. In 2026, we expect even more companies to rethink their approach to loyalty – as they increasingly realise the rewards of smart, highly personalised loyalty programmes for both their brand and the bottom line.
