Last Updated: 13 August 2025

Customer Loyalty Programmes: Rewarding Engagement in 2025

0 min read
Customer Loyalty Programmes: Rewarding Engagement in 2025
Aurélie BrunetWritten ByAurélie Brunet

As the Director of Performance, Aurélie specialises in creating new business for Propeller through outreach and finding areas in which the company can expand.

Why Customer Loyalty Programmes Matter More Than Ever

In 2025, customer loyalty programmes (LPs) have evolved from simple stamp cards to powerful, data-driven ecosystems. Research shows that 76% of UK consumers are more likely to recommend brands with engaging loyalty programmes. For brands, these programmes are not just about rewarding purchases – they’re about building lasting emotional connections, gathering actionable data, and driving repeat sales.

Beyond Discounts: Rewarding Engagement, Not Just Spend

Today’s most successful LPs go beyond points-per-purchase. They incentivise social sharing, user-generated content (UGC), reviews, and community interaction, creating a cycle of advocacy. Brands that reward engagement – not just transactions – see a 23% higher retention rate and stronger brand advocacy.

Benefits include:

  • Increased UGC that amplifies brand reach.
  • Organic word-of-mouth promotion.
  • Rich data insights for personalisation.
  • Higher lifetime customer value.

“Research Shows That 73% Of Customers Said They Were More Likely To Recommend And Talk About Brands With Good Lp’s”

Examples of Engagement-Driven Loyalty Programmes in 2025

ASOS – The A-List & #AsSeenOnMe 2.0

ASOS continues to lead with their A-List programme, rewarding purchases with tiered perks like birthday treats, exclusive invites, and early sale access.
In 2025, their revamped #AsSeenOnMe campaign integrates AI-powered outfit tagging, enabling customers to see shoppable versions of styles posted by real people. The hashtag has now surpassed 1 million uses, boosting social engagement and trust.

KIKO Milano – Rewards That Go Beyond Shopping

KIKO Milano’s loyalty programme remains a standout by offering points not just for purchases, but also for:

  • Leaving product reviews.
  • Sharing purchases on Instagram or TikTok.
  • Following KIKO’s social channels.

In 2025, they’ve added gamified challenges – like weekly “Look of the Day” contests – giving members bonus points and exclusive rewards. This blend of offline and online incentives has helped KIKO grow their loyalty member base by 34% year-on-year.

Best Practices for Building an Engagement-First Loyalty Programme

  • Segment & Personalise: Use data to create targeted offers.
  • Incentivise Content Creation: Reward reviews, shares, and recommendations.
  • Integrate Social Commerce: Make it easy to shop from UGC.
  • Measure Beyond Sales: Track engagement metrics and brand advocacy.

Final Takeaway

In 2025, rewarding customer engagement is just as important as rewarding spend. Brands that foster a two-way relationship — making customers part of the story — will lead in loyalty, advocacy, and long-term growth.

*Read* **More**