5 mobile loyalty trends you need to know for 2025

Our recent Digital Customer Loyalty Report explores the ways in which digital experiences are shaping these loyalty strategies, using data, insights and guidance from more than 150 mobile experts, big brands and industry leaders. Here are a few need-to-know trends we uncovered in our report.

Exclusive offers are on the rise

Giving users the option to access exclusive offers through your mobile experience is an effective method for keeping customers both retained and engaged. Our report has identified a 10% YoY increase in the use of exclusive offers as a mobile loyalty tactic.

The reason behind this rise in exclusivity? Insights shared by Philip Shelper, CEO and Founder at Loyalty & Reward CO, may be key to understanding.

“Best-practice companies are utilising their loyalty programs to crosssell, upsell and drive more frequent purchases, stimulating nontransactional engagement, and turning their most valuable customers into brand advocates,” explains Philip.

“They do this by providing members with compelling, desirable value and making them feel a sense of belonging and exclusivity when they interact with the brand.“

This is also re-iterated by work we’ve recently delivered for our clients such as Co-op, who have introduced exclusive member pricing to their loyalty offering.

Tiered rewards are decreasing in popularity

We also found that tiered rewards have dropped in popularity - by 17% compared to last year’s survey.

Tiered rewards have long worked for luxury brands such as Dior, or for airlines such as Qatar. They can give customers a ‘VIP’ feeling, and often offer generous rewards as you progress through the tiers.

However, for some brands and sectors, this system can become over complicated, and customers can feel confused by the system, or may feel discouraged if higher tiers feel beyond reach.

For many retailers, financial service organisations and enterprise businesses, there are more simple yet impactful methods to adopt.

Appetite for more personalisation continues

Personalisation is often seen as a win-win loyalty tactic. Businesses can gain deeper customer insights through mobile apps, and in turn, customers can receive content and offers that best suit their wants and needs.

Compared to 2024, there’s been a 10% rise in businesses planning to increase personalisation efforts.

However, it is important for brands to remember that getting the balance right is important. The right amount of personalisation can trigger the customer behaviour through familiarity, but too much can quickly create distrust.

Room for growth with instant wins and loyalty points

Continuing to look ahead, businesses are already considering where they may want to invest further in loyalty in the not too distant future.

Compared to last year’s results, it appears that more brands want to start honing in on loyalty points, instant wins and exclusive pricing - and these are trends we are already noticing with Apadmi’s clients. Poundland Perks, the new mobile app we delivered to drive loyalty for the high-street retailer, implements a mix of gamification, instant wins and points to offer customers engaging, habit-building experience.

Co-op also recently used instant wins for members via the mobile app during the festive period to encourage daily interaction and increased footfall.

Brands are still investing in mobile loyalty, despite tight budgets

Whilst the report identified that budget was the biggest restriction for a large number of businesses when it comes to implementing loyalty strategies, brands are still keen to overcome this barrier and continue to invest in meaningful mobile experiences.

In fact, 67% of brands are expecting investment in loyalty to increase or significantly increase over the next 12 months. Brands are recognising the potential return on investment with mobile loyalty programmes that are both seamless and engaging for the end user.

In summary

Creating long-lasting, genuine loyalty, means relying on quality loyalty strategies and experiences built on the right platforms while also solving the right customer problems. The right balance of personalisation and tactics are something that businesses are striving for in 2025.

Kingfisher’s Sheila Hooper, Group Head of CRM and Loyalty, summarised this most succinctly, “Loyalty is about building mutually beneficial long-term relationships with our customers by delivering value, convenience, and, increasingly, personalised offers.”

“As one of the most responsive channels, Mobile plays a crucial role in this, enabling us to engage with customers in real-time and improve their shopping experience and drive sales.”

Download the full report today for even more insights, data and learnings from brands such as Decathlon, Matalan, Poundland, and many more.