The New Rules of Consumer Loyalty: What's Actually Working in 2025

Loyalty is no longer just about collecting points.

The loyalty landscape has shifted fast.

FMCG brands using outdated loyalty models are falling behind.

Customers now expect more than discounts.

They want:

• Emotional connection
• Personal relevance
• Seamless digital experiences
• Brands that reflect their values

As Chris Galloway explains:

“The most effective loyalty programs start with a clear understanding of what motivates your audience and what behaviours you want to encourage.”
— Chris Galloway, EVP Strategy & Design, Brandmovers

For consumer brands, loyalty is now a relationship strategy.

Not a transaction system.

The Decline of Points-Only Loyalty Programs

Points still matter.

But points alone are no longer enough.

Customers stay loyal because they feel something for a brand.

Emotional loyalty creates stronger repeat behaviour than transactional rewards.

People do not switch brands over small price differences when trust is present.

Loyalty is now tied to identity.

Customers choose brands that align with who they are.

Loyalty Is Now About Psychology, Not Just Incentives

Consumers increasingly see purchases as personal statements.

FMCG loyalty is shaped by:

• Recognition
• Belonging
• Shared values
• Positive brand experiences

Discounts cannot replace emotional trust.

As Chris Galloway notes:

“When rewards feel immediate and meaningful, brands can build stronger engagement and long-term loyalty much faster.”
— Chris Galloway, EVP Strategy & Design, Brandmovers

The best programs combine emotional benefits with practical value.

What Drives Loyalty Decisions for FMCG Brands Today

Loyalty decisions are influenced by more than price.

Customers define value broadly.

Value now includes:

• Convenience
• Ease of engagement
• Exclusive access
• Family-friendly experiences
• Wellness and lifestyle alignment

Modern FMCG loyalty programs must offer flexible benefits.

Customers want rewards that feel relevant to daily life.

Technology Is Reshaping Loyalty Expectations

Technology is not the loyalty strategy.

But it enables better experiences.

The most important shift is personalisation.

AI-driven personalisation

Customers expect brands to understand them.

Effective programs tailor:

• Offers
• Timing
• Rewards
• Content

Personalisation drives engagement because it feels human.

Flexible reward ecosystems

Customers want rewards that are easy to use.

Rigid redemption systems reduce trust.

Modern loyalty requires:

• Transparency
• Simplicity
• Real usability

The Human Element Still Matters Most

Technology enhances loyalty.

But human connection builds loyalty.

FMCG brands win when they create emotional relationships.

Community-driven loyalty

Community increases retention.

Customers stay because they feel part of something.

Community loyalty drives:

• Repeat participation
• Brand advocacy
• Stronger emotional switching costs

Values alignment must be authentic

Customers care about what brands stand for.

But they reject superficial messaging.

Loyalty is stronger when values are backed by action.

FMCG Case Study: Gamified Loyalty Driving Retail Sales (DiGiorno)

Brandmovers has shown how consumer brands can use interactive loyalty mechanics to drive measurable retail outcomes.

A seasonal activation for DiGiorno combined gamified engagement with sustained consumer participation.

Result: Increased retail sales and engagement throughout National Pizza Month
Proof Point: Multi-touch engagement model supporting narrative sales lift

Case Study: Sweepstakes With Interactive Gameboard Increased Retail Sales For DiGiorno
Client: DiGiorno
URL: https://www.brandmovers.com/31-days-of-digiorno-case-study

This is a clear example of loyalty mechanics supporting both engagement and sales lift.

Hyper-Personalisation Is Now Expected

Personalisation is no longer a differentiator.

It is a baseline expectation.

The best FMCG loyalty programs deliver:

• Individual relevance
• Context-aware engagement
• Predictive experiences

Zero-party data is essential

Customers are more willing to share information when value is clear.

Programs must create transparent exchanges:

• Customers share preferences
• Brands deliver better experiences

Trust is central.

As Chris Galloway highlights:

“Personalisation is no longer optional. Loyalty only becomes meaningful when customers feel seen and valued.”
— Chris Galloway, EVP Strategy & Design, Brandmovers

Loyalty Must Work Across Every Channel

FMCG customer journeys span many touchpoints.

Loyalty must stay consistent across:

• Mobile
• In-store
• Digital commerce
• Promotional campaigns

Fragmented experiences break trust.

Mobile-first is non-negotiable

Mobile is now the primary loyalty interface.

The best programs design for mobile behaviour first.

Not as a secondary channel.

FMCG Case Study: Family Engagement Through Edutainment (Babybel)

Brandmovers has also delivered loyalty experiences that build emotional connection through play.

For Babybel, Brandmovers created an interactive “design studio” experience designed to engage families and encourage repeat participation.

Result: Increased engagement and positive brand interaction among families
Proof Point: High participation in the interactive design experience

Case Study: Babybel Lunchbox Design Studio Increased Engagement with Families
Client: Babybel
URL: https://www.brandmovers.com/baby-bel-lunchbox-design-studio-case-study

This shows how FMCG loyalty can move beyond rewards into family-driven brand experience.

What This Means for FMCG Loyalty Strategy

Consumer brands must rethink loyalty from the ground up.

Incremental changes are not enough.

Winning FMCG loyalty strategies in 2025 start with:

• Emotional connection, not just points
• Flexible reward structures
• Gamified engagement that feels fun and natural
• Personalisation powered by trust
• Community-building, not just transactions
• Mobile-first program design

Loyalty is now a relationship system.

Not a discount engine.

As Chris Galloway notes:

“The strongest promotional mechanics are the ones that reinforce the customer’s decision and keep them coming back.”
— Chris Galloway, EVP Strategy & Design, Brandmovers

The Bottom Line

Consumer loyalty in 2025 is built on relationships.

Not transactions.

The strongest FMCG programs combine:

• Human connection
• Emotional engagement
• Smart technology
• Authentic brand value

Customers are ready for deeper brand relationships.

The brands that adapt now will lead the next decade of loyalty.

About Brandmovers

Brandmovers helps leading FMCG and consumer brands design loyalty and engagement programs that drive measurable retention, growth, and customer value.

From gamified activations to personalised loyalty ecosystems, Brandmovers builds experiences that combine behavioural insight with scalable technology.

Request a demo to see how Brandmovers can help you create a next-generation loyalty strategy that strengthens consumer relationships and drives repeat purchase behaviour.