From rewards to purpose strategy – how brands create genuine loyalty
Loyalty programmes are now an integral part of many companies’ marketing mix. But more and more consumers are asking themselves: Why should I remain loyal to a brand? The trend is moving away from traditional points collection towards loyalty models based on shared values, sustainability and meaning – in short: purpose-driven loyalty.
The change in consumer behaviour
In an age where products are interchangeable, a brand’s ‘attitude’ is becoming increasingly important. According to a study by Accenture, 62% of consumers pay attention to whether brands share their values. Younger target groups in particular want meaningful relationships with brands – not just transactions.
This shift in values does not stop at loyalty programmes. More and more customers want not only rewards, but also:
- transparency,
- sustainability,
- social commitment,
- participation and co-determination.
What is purpose-driven loyalty?
Purpose-driven loyalty is based on the assumption that loyalty arises when companies and customers share common values and make these values tangible in the customer programme. This not only strengthens emotional ties, but also sets a brand apart from the competition.
Success factors for value-oriented customer loyalty
- A credible purpose The brand purpose must not be arbitrary. It must come from the company’s DNA and permeate all activities – from product design to communication.
- Sustainable reward worlds Reward programmes should offer sustainable alternatives: from CO2 offsetting and donations to durable products or zero-waste rewards.
- Participation Customers should be allowed to have a say – whether through voting on new rewards, feedback loops or community projects.
- Transparent communication Openness about goals, progress and challenges creates trust. Greenwashing, on the other hand, is quickly exposed and damages the brand.
Practical examples
- IKEA Family: The loyalty programme not only offers discounts, but also promotes workshops, sustainability information and recycling initiatives.
- The Body Shop: Customers collect points and can use them to make donations to environmental organisations or their own projects.
- Tchibo: The TchiboCard rewards programme increasingly promotes sustainable products and reusable offers.
The role of technology
Digital tools such as apps, customer portals and AI-based analyses make it possible to create personalised experiences while integrating meaningful value communication. For example, individual suggestions for sustainable rewards can be made – tailored to consumer behaviour.
Conclusion
Purpose-driven loyalty programmes combine brand promises with real added value for society. They create loyalty not only through benefits, but also through meaning, attitude and belonging. Companies that take this path gain more than loyal customers – they gain brand ambassadors.
Do you have any questions on this topic or would you like personal advice on your bonus programme? We look forward to hearing from you!
About Coloyal
Coloyal is one of Europe’s leading providers of customer loyalty and incentive solutions. Founded in 2019 as part of a management buyout, the service provider is a former subsidiary of Arvato Bertelsmann and can look back on more than ten successful years in the field of consulting, CRM systems and rewards management.
Under the claim “Consult. Connect. Reward.“, Coloyal develops and implements individual, innovative loyalty solutions in the B2C, B2B and B2E sectors. Customers from all over the world include retail companies, airlines and railroads, financial service providers, insurance companies and consumer goods and automotive manufacturers.
