# Playful Loyalty Brands infuse quirky features into their loyalty programs. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Oct 26, 2017 | Category: [Business](https://www.trendhunter.com/pro/category/business-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/playful-loyalty ## Key Figures - Trend score: 4.4/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: May 23, 2018 to Dec 6, 2019 - Published: Oct 26, 2017 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Experience](https://www.trendhunter.com/megatrend/experience), [Personalization](https://www.trendhunter.com/megatrend/personalization) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Playful Loyalty trend ### Quirky Gamification Incorporating playful and unique features into loyalty programs to increase customer engagement and foster personalization. ### Emotive Branding Designing loyalty program identities with a whimsical and emotive feel to increase customer loyalty and differentiate from competitors. ### Incentivized Gaming Creating video game experiences that reward customers with loyalty points to increase engagement and drive sales. ## What the Playful Loyalty trend means for industry ### For 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 for Playful Loyalty Trend score 4.4 out of 10, from popularity 66%, activity 59%, freshness 9%. - Popularity: 66% - Activity: 59% - Freshness: 9% ## Examples of the Playful Loyalty trend 4 featured examples from May 23, 2018 to Dec 6, 2019. - [Emotive Loyalty Program Identities](https://www.trendhunter.com/trends/program-identity): The Coffee and Tea Leaf's App Boasts Whimsical Illustrations (Category: Lifestyle) Implication: The use of emotive loyalty program identities with whimsical illustrations presents disruptive innovation opportunities in the food and beverage industry. - [Rewarding Grocery Games](https://www.trendhunter.com/trends/branded-video-game): No Frills' Branded Video Game Lets Players Earn Real Loyalty Points (Category: Tech) Implication: The retail industry can leverage branded video games to create unique shopping experiences and increase customer loyalty. - [Loyalty Platform-Promoting Christmas Trees](https://www.trendhunter.com/trends/veryme-tree): Vodafone Unveils the VeryMe Tree with Digital Effects (Category: Tech) Implication: Opportunity to enhance customer loyalty and engagement through digital innovations in the telecommunications industry. - [Superhero Movie Reward Partnerships](https://www.trendhunter.com/trends/deadpool-marketing): 7-Eleven Benefits from the Deadpool Marketing Campaign (Category: Marketing) Implication: Retailers can leverage pop culture and gaming to attract customers and promote loyalty programs. ## Recent trend clusters - [Assisted Conversion](https://www.trendhunter.com/protrends/ai-assisted-checkout) (Business) - [Occasion Commerce](https://www.trendhunter.com/protrends/occasion-commerce) (Business) - [Autonomous Merchandising](https://www.trendhunter.com/protrends/autonomous-merchandising) (Business) - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) ## Trending in Business - [Performance-Based Creator Ads](https://www.trendhunter.com/trends/creator-ad-platforms) - [MIami Pop-Culture Shirts](https://www.trendhunter.com/trends/miami-pop-culture-shirts) - [Natural Deodorant Expansions](https://www.trendhunter.com/trends/target-beauty-studios) - [Mini Beauty Stores](https://www.trendhunter.com/trends/little-luxuries-store) All articles: [Business](https://www.trendhunter.com/business)