In a time of economic uncertainty, ruthless competition and ongoing transformation, companies of all types look to loyalty programs to protect share and fuel growth. The most effective programs no longer act like isolated “earn-and-burn” schemes. They operate as integrated platforms and fully connected ecosystems that deepen emotional ties with customers, unlock richer data, and open new revenue streams  

As history shows, loyalty programs are not “set-and-forget” endeavors. Ongoing investment and continuous improvement are required to stand out from the pack and maximize bottom-line impact over the long term. But recent research and market experience show that companies can modernize and optimize their loyalty programs by applying the principles of platform businesses (e.g., connecting consumers with richer offerings, leveraging network effects) to generate uncommon growth.   

The Evolution of Loyalty Programs: From Purchase-Driven Schemes to Differentiating Experiences 

In the early days, loyalty programs were narrow in scope and operated in simple, straightforward fashion: customers earned points for purchases and then redeemed those points for discounts or special offers. Typically, the goal was to drive repeat purchases though monetary rewards and recognition. These programs worked well enough that they became standard in some industries, though there was a common downside to their transactional approach: increased pressure on margins that sometimes sparked a race to the bottom.  

Today, loyalty programs have become commoditized because of intense competition and the dominance of co-branded credit cards. There is an entire sub-culture of “points experts” and consumers who make a hobby of maximizing their rewards. Rising customer expectations for rewards and benefits make any modifications to loyalty programs a sensitive matter.  

Over time, forward-looking brands began to see loyalty as a platform for growth, not just a retention tactic. Today, the most effective programs function like connected ecosystems, going beyond the foundation of rewards and recognition to build communities, foster long-term engagement and even attract new customers. Instead of rigid tiers of rewards, benefits are more flexible and can be customized to customer needs. Most recently, paid membership models have added another dimension of opportunity for deeper engagement and differentiation.  

The big insight is that emotional loyalty — built through connection, community, and relevance — is more powerful and sustainable than more traditional approaches focused exclusively on transactional rewards. Though they can be difficult to create, emotional connections turn loyalty programs from marketing cost centers into drivers of scalable growth and multipliers of brand value.  

A Brief History of Loyalty Programs 

The first loyalty programs date back centuries and trading stamp programs were common in the early 1900s. But the modern era began in the early 1980s, when major airlines started frequent flier programs.

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The Business Case for Investing in Loyalty 

Though the benefits of loyalty programs are self-evident to executives in many sectors, research reveals the full depth and breadth of the value proposition.  

Increased Revenue and Profitability

At a time when marketers are being asked to simultaneously reduce overall spend and grow revenue, loyalty programs help them do more with less. According to Antavo’s annual Global Customer Loyalty Report,  83% of loyalty program owners report positive ROI with an average return on investment of 5.2x. 

Other research shows that increasing customer retention rates by just 5% can boost profits by 25% to 95%. Retained customers are also more likely to try new products and spend more than new customers because they are familiar with the brand. Given pervasive economic uncertainty, CMOs can’t afford to overlook such huge potential upside.  

The B2B value proposition is just as compelling, given the value of long-term relationships. Because B2B organizations have customer retention rates of 76%-81%, according to Forrester, and acquiring a new B2B customer costs five to seven times more than retaining an existing one, marketers have every incentive to  prioritize  loyalty programs in their growth plans.   

Acquisition, Not Just Retention

Well-designed loyalty programs offer a clear incentive to choose one brand over another. Programs oriented around exclusive experiences (e.g., early product drops, dedicated store hours, members-only perks, access to exclusive restaurants) can attract even the most demanding (and highest net-worth) customers. Further, they can drive word-of-mouth referrals by encouraging loyal customers to share the program with others. 

The ROI of loyalty programs should also account for customer lifetime value (CLV) and reduced churn, which are especially important in times of cautious consumer spending. One study found that loyal customers spend more than 30% more and that emotional connections to brands can lead to a CLV that is more than 300% higher.  

Data as Differentiator

Modern loyalty programs generate rich, first-party data about customer behavior, preferences and intent that power more relevant offers and richer customer journeys from day one. This is perhaps the most valuable information a company can get, particularly in the post-cookie world.  

Further, the insights and data assets produced by loyalty programs are especially important for companies that are not digital natives but want to build or adopt elements of platform businesses. No longer just for tech companies, digital platforms provide visibility across the customer journey, enabling the company to watch customers make choices, use what they acquire and interact with partners.  

The insights companies generate at every interaction offer opportunities for companies to add value. Loyalty data can also be used for strategic purposes, informing decisions about product development, service design, transformation initiatives, and even M&A strategy. 

The New Era: Loyalty as a Platform

Treating loyalty programs as a platform lets companies: 

• Own customer relationships and data 
• Drive consistent engagement across channels 
• Experiment with monetization, personalization and service delivery 
• Build long-term differentiation, not just short-term reward loops 

Winning With Modernized Loyalty Strategies 

So, what does it take to be able to leverage loyalty programs as platforms for growth? And what leading practices can firms embrace to optimize the impact of their loyalty programs? In our market experience, we’ve identified a few attributes that characterize the most successful strategies. 

Integration and personalization are the keys to creating engaging experiences across channels and for making loyalty programs essential vehicles for content, community, gamification, and ongoing interaction, not just transactions. They can even lead to major business model enhancements. And they are required for any firm that wants to develop paid loyalty options, with customers purchasing direct access to enhanced services (e.g., free delivery, members-only offers) or exclusive status tiers. 

Fully Integrated and Data-driven:

First and foremost, loyalty strategies must be fully embedded in all interactions, including digital and physical environments and with every part of the organization (e.g., sales, service, billing). Modernized loyalty programs avoid restricting offerings to a card, app, or location. Such cross-platform and omni-channel connectivity has emerged as a leading practice.   

The data generated by loyalty programs can — and must — be operationalized to personalize the entire customer journey in line with individual preferences. For example, Sephora analyzes purchase history and applies AI tools to recommend products and personalize offers for members of its Beauty Insider program. The results are impressive:  

• A 30% increase in customer engagement via personalized offers
• 3x higher annual spend among top members  
• 15-25% higher annual revenue from active users 

Purposefully Engaging

In fashion and apparel, the emphasis has shifted from solely monetary driven (e.g., points) to meaningful engagement around passion points. The North Face has advanced its loyalty program, XPLR Pass, by connecting rewards to outdoor exploration, sustainability, and social connection. By emphasizing community, shared values, and experience, the company has embedded the brand more deeply into customers’ lifestyles.  

Similarly, H&M’s membership program rewards recycling and sustainable choices, with direct alignment between its loyalty strategy and ESG goals. The result? More than 120 million members across 26 markets now contribute 35% of overall revenues, with Plus members spending 3x more than non-members.  

Gamified and Fun

Giving customers extra reasons to engage helps foster growth. KFC enhanced its loyalty program with a gamified arcade offering spin-to-win features and in-app challenges. This content and entertainment hub led to a 53% increase in app downloads and a 40% rise in reward redemptions. Same-store sales jumped 12% thanks to 25% of customers increasing their visit frequency.  

High-value and Revenue-generating

CMOs should ensure they measure the effectiveness of loyalty programs based on tangible commercial metrics. That may be especially important for B2B organizations, given that there’s a common misconception that loyalty programs are largely for B2C industries. Miele’s B2B Dealer Loyalty Program features tiers based on sales volume and has moved the needle on critical metrics including 19% sales growth and a 62% rise in average appliances sold per order. 

Many prominent tech companies offer expert training, advanced technical support, networking opportunities, referral bonuses, and marketing support to their most loyal corporate customers. The most effective of these programs have seen engagement and customer retention rise by 40%, as well as 10%-20% gains in annual revenue. 

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Consumers are becoming increasingly comfortable with voice technology. Digital assistants, whether chatbots or voice agents, can bring brands to life in new ways, adding personality, differentiation, warmth – and even humor. They can turn static digital experiences into dynamic conversations, deepening the connection between brands and their customers.

The Conversational Brand: Strategy for a Digital-First World report by Altimeter, Prophet’s research arm, outlines the key decisions to consider to bring a conversational experience to life. The report seeks to answer the following questions:

• What is the role of the conversational experience in the broader brand portfolio?
• How closely linked should it be to the master brand?
• What use cases will it deliver on?
• What benefits will it bring to its users and to the company?

If the goal of the conversational experience is owned by one product or channel, it may look and talk very differently than if its role is to represent the master brand and provide a connective thread across different touchpoints.

Human or Abstract: That Is the Question

First, one must decide how to design the persona –either human-like or abstract. The main factor that should influence this decision is the strategic intent of the conversational experience: is the goal to humanize the brand? To create a deeper relationship with customers? To stand out in the market with a relatable character? If the answer to these questions is yes, then a human-like persona may be preferred. If, on the other hand, the goal of the experience is to automate repetitive tasks, to increase the speed of transactions, or to simplify processes in the background, then an abstract persona may be preferred.

In practice…

When AXA asked Prophet to create a conversational experience, we aligned on some clear strategic objectives: deepen customer engagement while humanizing the AXA brand as it was making the shift from payer to partner. A human-like avatar made the most sense, and so Emma was born. We built Emma to become an empathetic navigator, helping customers easily navigate the journey – from accessing services and making claims to reviewing health information and checking symptoms.

“The experience is futuristic and high-tech to create a futuristic and high-tech identity.”

Choosing a human conversational identity is an approach other companies are finding success with, as well. For example, Microsoft recently announced that it would turn Xiaoice, its highly empathetic chatbot, into her own entity, paving the way for new licenses and ventures.

Microsoft has described this virtual teenager as “sometimes sweet, sometimes sassy and always streetwise.” She’s fond of joking with users, even offering encouraging advice on life and love. With 660 million users worldwide, Xiaoice works on multiple chat services and is trained on data that Microsoft gleaned through the Bing search engine.

In addition to its abstract Google Assistant, Google is developing Meena, a human-like avatar that observers expect to deliver the best conversational AI yet.

But for some purposes, abstract identities offer more possibilities. For example, Bixby, Samsung’s digital assistant, is designed to help customers unlock their Samsung devices’ full potential. Bixby is an always-on feature. But instead of simply following commands, it’s built to have conversations. It encourages exploration and offers insightful curation, all the while making the everyday tasks feel easier.

In other words, it acts as a users’ bright sidekick, bringing together more information than a human could possibly manage. And while the technology is friendly, its features are best expressed through an abstract experience, not a human one. The experience is futuristic and high-tech to create a futuristic and high-tech identity. Even its name is not human, which allows it to appear and perform consistently in markets worldwide.

Developing Your Brand’s Conversational Identity

Once a company has decided what type of AI assistant it will create, there are still many decisions to make in developing its identity. For example, we established guidelines for the many ways Emma communicates with consumers, allowing personality to shine through in every interaction. She is curious, smart and thoughtful, determined to help users take care of their physical, financial and emotional well-being. Even her physical appearance is distinctive: She’s an approachable Pan-Asian woman with a little French flair.

Often, these seem like minor details. But digital assistants are functional, transactional touchpoints that benefit from small, purposeful doses of personality, including:

Gender

Users expect a gender even in abstract assistants. If it’s not immediately apparent, they’ll often ask. Both Apple’s Siri and Amazon’s Alexa, for example, are positioned as vaguely female. And Samsung made this question a core part of the Bixby’s user experience, with devices prompting people to assign Bixby a voice that is either male or female.

Names

Even beyond suggesting gender, names are a key part of developing an identity. Some names sound young. Some sound formal. Choosing a too familiar name might at first make customers think they’re dealing with an actual human. And some names have specific class, geographic or even religious associations.

Visual Representation

Since users see these assistants while they are talking, aesthetic considerations are important. These questions go far beyond simple graphic design and are at the heart of strategic positioning. Should the assistant look like it is closely connected to the master brand? Should the visuals be able to translate into more extensive advertising efforts? Or can it take on new dimensions, possibly paving the way for new offers, markets and customers?

Personality

Customers will only respond to digital representations that are likable. Like in real human relationships, personality traits shape communication. Should it be bold? Curious? Serious? Funny? Thoughtful? Clever? A Gen Z customer expects a different type of conversation than a Baby Boomer does. Use cases also matter – customers probably won’t feel like joking if they’re sick or just lost their credit card.

But ultimately, the best choices all support the strategic foundation, turning digital assistants into brand allies. And built carefully, with thoughtful updates as more data is collected, they can spark growth and deepen digital connections.

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Prophet took home seven Transform APAC Awards that recognized our work in brand strategy, design and innovation across a range of industries. It’s always exciting when our work is recognized. It is a testament to our commitment to helping our clients unlock uncommon growth.

In addition to the success stories with China’s leading companies, our award-winning work showcases some of our most exciting projects with leading hospitality brands. Spanning various markets, our clients face fierce competition in the landscape of diverse and ever-changing consumer needs. Engagement Managers Isadora Jones and Cyrill Blaser share their experiences and thoughts on how to create winning strategies for our hospitality clients.

Man Ho: Uncovering A Unique Story that Prevails

Isadora Jones, Engagement Manager

A prominent facet of Asian culture is undoubtedly the food scene. From street food to fancy Michelin restaurants, one can enjoy exquisite local and western food anywhere, at all price points. As the signature Cantonese restaurant in JW Marriott and Marriott hotels, Man Ho is one of those places. Its challenge was apparent – how to differentiate itself as an authentic Cantonese restaurant in order to attract guests and local consumers in Asia? Marriott came to us to create a distinctive brand identity to elevate the Man Ho experience while staying true to its heritage.

What makes Man Ho unique? To understand this, we started by talking to Chef Leo. What resonated with us deeply was Man Ho’s iterative approach and craftsmanship dedicated to each dish. Chef Leo spent years experimenting with every detail to create the absolute best dish (the Char Siu recipe took over 8 years to perfect!), with a great deal of care being placed on finding the best ingredients for each recipe, while remaining true to the original authentic recipes. This inspired us to land on the brand positioning of ‘A Journey Through Time’, inviting diners to experience Cantonese dishes that have been cultivated and refined from one generation to another.

We then developed a beautiful visual system to bring this positioning to life. Our designers created a bird and key logo representing the ancient carrier bird to symbolize the journey that the recipes have been on, highlighting how Man Ho unlocks the secret ingredients that have elevated Cantonese cuisine. We used hand-drawn illustrations to communicate a sense of craftsmanship. We also art-directed a photoshoot in the hotel with their actual chefs to create impactful imagery of authenticity and expertise. The use of contemporary color combinations is what makes the visual identity so special, juxtaposing traditional symbols with black & white photography to create a lively and refreshed look.

The new brand identity has already been rolled out at the Man Ho restaurant in Shenzhen and will continue to be rolled out across Asia in 2020.

Nam Nghi: Telling an Authentic Story that Resonates

Cyrill Blaser, Engagement Manager

Branding a hotel is always exciting. Every property has a unique story to tell and at Prophet we are oftentimes lucky enough to be the people who get to uncover and polish these stories. Nam Nghi, a boutique resort in the Vietnamese island of Phu Quoc, had been operating for just over a year when the opportunity of joining Hyatt’s Unbound Collection came up. Having realized that the inconsistent experience across different touchpoints made it challenging for them to compete, Nam Nghi came to us to find their brand story.

We started by identifying what was unique, as we were drawn in by Nam Nghi and the Phu Quoc island. A hidden paradise of lush jungles, turquoise water, white beaches and true hospitality – Phu Quoc Island has become one of Asia’s most talked-about destinations and an international hub for luxury and eco-friendly tourism. We were inspired by a strong sense of preservation of the unspoiled Phu Quoc island as well as the coral reefs around it.

“A hidden paradise of lush jungles, turquoise water, white beaches and true hospitality – Phu Quoc Island has become one of Asia’s most talked-about destinations”

Prophet’s extensive experience in developing luxury hotel brands in Asia has led to an understanding of key trends that are shaping the global travel and hospitality category: hyper-local, eco-consciousness and bespoke experiences. As a result, we positioned the property as a destination for affluent nature-conscious guests who crave for authentic experiences with minimal environmental impact. Centered around this positioning, we then designed an immersive identity that conveys the idea of immersion in nature through the use of patterns and hand-drawn illustrations.

When approaching a brand-building project, hotel or otherwise, it’s important to be attentive and stay true to the anchoring attributes of the brand, in order to tell a truly compelling story that resonates with your audiences. As the Nam Nghi team is rolling out the work across more and more touchpoints, it’s going to be exciting to see the brand and its story truly come to life. So I’m already looking forward to my next visit to Phu Quoc.

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