Loyalty Innovation In Action

Loyalty programs are evolving—fast. As David Slavick, Co-founder & Partner at Ascendant Loyalty Marketing challenged us in our recent webinar, “Inspiring Loyalty Innovation”, now is the moment for brands to think bigger, move faster, and reimagine what loyalty can achieve.

Take this as an opportunity to reflect on your program’s offerings and dream up new ideas that can take your program, and customer relationships, to the next level. Put time on calendar now to give you and your team head space to think big and transform your program leading to even better revenue/profit results.

1. Disrupt the norms

“If you’re finding that the organization says, ‘We’ve got three wildly important goals, we can’t take out another one,’ use the economic conditions and the demand that’s out there as your rationale for why you should get some funding and why you should try to test and learn.”

Example: Emirates Skyward+ reimagines airline loyalty with a paid subscription for exclusive perks, breaking away from the traditional points-for-miles model.

Why it works: Regular updates keep loyalty programs fresh and aligned with both brand and customer evolution, preventing stagnation.

Put it into action: Schedule cross-functional “health checks” to review and realign your program, inviting new perspectives and ideas.

2. Make it about your customer

“Think about your customer journeys, are they convenient and seamless? Brands should think about finding new ways to service your customer that meets their needs.”

Example: Patagonia’s repair and recycling programs foster loyalty by living their environmental values, not just offering rewards. This approach shows customers they’re valued for more than their purchases. The brand’s primary stakeholder is Planet Earth, how awesome is that?

Why it works: Solving real problems and aligning with customer values builds trust and long-term loyalty—turning buyers into advocates.

Put it into action: Establish a customer feedback panel or community and visibly act on the insights you gather to demonstrate responsiveness.

3. Use tech that moves your goals forward faster to gain competitive advantage

“New technology is continuing to push innovation. Companies like Annex Cloud are continuing to evolve the capability of their technology to push the limits of what’s possible.”

Example: Lululemon benefits from an adaptable platform, empowering them to quickly pivot from a subscription model with limited access to their brand lovers to an engagement-based offering with two tiers – simple and yet exclusive.

Why it works: Your rewards should feel impactful and relevant to your customer’s preferences and your brand’s authentic values.

Put it into action: Invest in an adaptable loyalty platform that delivers the experiences your members want today but creates opportunities that can adapt easily in the future.

4. Refresh and realign

“If you have a program that’s been in place for a long time, reflect on the core purpose of what it’s supposed to accomplish.”

Example: Ford’s “Building Together” program rewards customers for volunteering by blending community impact with brand engagement. By connecting loyalty to purpose, Ford moves beyond points via FordPass Rewards, building a stronger emotional bond and advocacy.

Why it works: Purpose-driven programs resonate more deeply than transactional ones, inspiring customers to participate for reasons beyond discounts.

Put it into action: Audit your customer base for unmet needs and pilot a loyalty initiative that taps into social good or community engagement.

Loyalty innovation isn’t about following a set playbook—it’s about staying curious, listening to your customers, and being willing to evolve. The brands making the biggest impact today are those that aren’t afraid to rethink their approach and experiment with new ways to deliver value.

If you’re ready for more inspiration and actionable ideas, watch the full session recording on the Loyalty Lounge. Connect with David Slavick and explore how Annex Cloud can help you to accelerate loyalty innovation.