Category
Business
Assisted Conversion
Trend cluster
Category
Playful
Loyalty
Brands infuse quirky features into their loyalty programs.
4.4
Trend score
Trend
What is the Playful Loyalty trend?
Playful Loyalty: Although gamified loyalty programs have long been a reality, brands are now taking more creative routes when it comes to ensuring their customers take full advantage of their loyalty programs. Infusing quirky elements into these programs serves to motivate consumers to participate, while also allowing for market differentiation – as it opens up the opportunity for companies to design these programs with their distinct brand identities. This shift serves to modify and enhance the purchase journey with the illusion of personalization, rather than it simply functioning as a means to an end.
Trend themes
Themes within the Playful Loyalty trend
Three behaviours holding the trend together01
Quirky Gamification
Incorporating playful and unique features into loyalty programs to increase customer engagement and foster personalization.
02
Emotive Branding
Designing loyalty program identities with a whimsical and emotive feel to increase customer loyalty and differentiate from competitors.
03
Incentivized Gaming
Creating video game experiences that reward customers with loyalty points to increase engagement and drive sales.
Industry implications
What the Playful Loyalty trend means for industry
Where the trend changes the playbookFor
Retail
Retailers can incorporate gamification in loyalty programs to increase customer retention and promote brand identity.
For
Telco
Telecommunications companies can create incentivized digital experiences to increase customer engagement and promote new products.
For
Food and Beverage
Food and beverage companies can utilize emotive branding in loyalty programs to increase customer loyalty and improve customer experience.
Workshop question
How can your brand adopt loyalty programs that reframe consumer experiences as "journeys"?
Trend signals
Trend signals for Playful Loyalty
Trend score 4.4 out of 10, from popularity 66%, activity 59%, freshness 9%.
Popularity66%
Activity59%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Playful Loyalty trend
4 featured examples from May 23, 2018 to Dec 6, 2019CategoryLifestyle
Emotive Loyalty Program Identities
The Coffee and Tea Leaf's App Boasts Whimsical Illustrations
The use of emotive loyalty program identities with whimsical illustrations presents disruptive innovation opportunities in the food and beverage industry.
CategoryTech
Rewarding Grocery Games
No Frills' Branded Video Game Lets Players Earn Real Loyalty Points
The retail industry can leverage branded video games to create unique shopping experiences and increase customer loyalty.
CategoryTech
Loyalty Platform-Promoting Christmas Trees
Vodafone Unveils the VeryMe Tree with Digital Effects
Opportunity to enhance customer loyalty and engagement through digital innovations in the telecommunications industry.
CategoryMarketing
Superhero Movie Reward Partnerships
7-Eleven Benefits from the Deadpool Marketing Campaign
Retailers can leverage pop culture and gaming to attract customers and promote loyalty programs.
