Category
Lifestyle
Assisted Choices
Trend cluster
Category
IRL
Loyalty
Perks and gifting go beyond the screen as a backlash to digitization.
3.1
Trend score
Trend
What is the IRL Loyalty trend?
IRL Loyalty: The majority of loyalty programs exist solely in a digital context, catering to convenience and mobility. Shifting part of the loyalty experience to a real-life platform adds an element of authenticity and interactivity to the process. This encourages more intimate product-consumer relationships, while humanizing the brand.
Trend themes
Themes within the IRL Loyalty trend
Three behaviours holding the trend together01
Offline Loyalty Programs
Physical loyalty programs are becoming more popular as they add authenticity and interactivity to the loyalty experience, encouraging stronger consumer-brand relationships.
02
Experience-Based Rewards Programs
The rise of loyalty programs that reward consumers with experiences, events, and auctions signifies a shift towards activity-enhancing models of incentivization.
03
Mobile App-based Loyalty
More businesses are using mobile apps to stay connected with loyal customers, providing access to exclusive deals, information about upcoming events, and locations of physical stores or trucks.
Industry implications
What the IRL Loyalty trend means for industry
Where the trend changes the playbookFor
Retail
Loyalty programs that blend physical and digital experiences are becoming essential in a retail environment.
For
Hospitality and Travel
Loyalty programs that reward experiences, such as exclusive stays, curated trips, and event access are becoming increasingly popular as brands seek to engage customers beyond basic point accrual.
For
Entertainment and Food
Use of technologies like food slot machines is disrupting traditional food service industries. There is a huge potential for brands to capitalize on experience-based incentives as a means to reward consumers and create brand loyalty through novel promotional campaigns beyond the scope of traditional retailer-customer relationships.
Workshop question
What could you do to further humanize your brand?
Trend signals
Trend signals for IRL Loyalty
Trend score 3.1 out of 10, from popularity 46%, activity 38%, freshness 8%.
Popularity46%
Activity38%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the IRL Loyalty trend
4 featured examples from Mar 27, 2017 to May 8, 2018CategoryMarketing
Donut Slot Machines
Krispy Kreme Set Up a Food Slot Machine to Celebrate a New Partnership
Incorporating interactive elements, such as food slot machines, to enhance customer engagement and boost sales in the food and beverage industry.
CategoryBusiness
Trackable Designer Fashion Trucks
Kat's Closet Offers an App to Let Loyal Consumers Stay in Touch
Mobile fashion retailing through the use of trucks and location-based services can provide increased accessibility and convenience for customers.
CategoryLifestyle
Activity-Enhancing Reward Programs
VIPeak Rewards by the North Face Grants Access to Gear & Trips
Enhancing loyalty programs, like VIPeak Rewards by the North Face, could help retailers increase customer retention and drive sales.
CategoryWorld
Loyalty Rewards Auctions
Wyndham Hotel Group Now Lets Members Redeem Points by Bidding
Disruptive innovation opportunity: Hotels can create unique auction programs to engage and reward guests with memorable experiences.
