# IRL Loyalty Perks and gifting go beyond the screen as a backlash to digitization. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Oct 25, 2017 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/irl-loyalty ## Key Figures - Trend score: 3.1/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Mar 27, 2017 to May 8, 2018 - Published: Oct 25, 2017 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Gamification](https://www.trendhunter.com/megatrend/gamification), [Experience](https://www.trendhunter.com/megatrend/experience), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Themes within the IRL Loyalty trend ### 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. ### 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. ### 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. ## What the IRL Loyalty trend means for industry ### For 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 for IRL Loyalty Trend score 3.1 out of 10, from popularity 46%, activity 38%, freshness 8%. - Popularity: 46% - Activity: 38% - Freshness: 8% ## Examples of the IRL Loyalty trend 4 featured examples from Mar 27, 2017 to May 8, 2018. - [Donut Slot Machines](https://www.trendhunter.com/trends/food-slot-machine): Krispy Kreme Set Up a Food Slot Machine to Celebrate a New Partnership (Category: Marketing) Implication: Incorporating interactive elements, such as food slot machines, to enhance customer engagement and boost sales in the food and beverage industry. - [Trackable Designer Fashion Trucks](https://www.trendhunter.com/trends/kats-closet): Kat's Closet Offers an App to Let Loyal Consumers Stay in Touch (Category: Business) Implication: Mobile fashion retailing through the use of trucks and location-based services can provide increased accessibility and convenience for customers. - [Activity-Enhancing Reward Programs](https://www.trendhunter.com/trends/vipeak-rewards): VIPeak Rewards by the North Face Grants Access to Gear & Trips (Category: Lifestyle) Implication: Enhancing loyalty programs, like VIPeak Rewards by the North Face, could help retailers increase customer retention and drive sales. - [Loyalty Rewards Auctions](https://www.trendhunter.com/trends/wyndham-hotel-group): Wyndham Hotel Group Now Lets Members Redeem Points by Bidding (Category: World) Implication: Disruptive innovation opportunity: Hotels can create unique auction programs to engage and reward guests with memorable experiences. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)