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FMCG brands using outdated loyalty models are falling behind.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:
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.
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.
Consumers increasingly see purchases as personal statements.
FMCG loyalty is shaped by:
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.
Loyalty decisions are influenced by more than price.
Customers define value broadly.
Value now includes:
Modern FMCG loyalty programs must offer flexible benefits.
Customers want rewards that feel relevant to daily life.
Technology is not the loyalty strategy.
But it enables better experiences.
The most important shift is personalisation.
Customers expect brands to understand them.
Effective programs tailor:
Personalisation drives engagement because it feels human.
Customers want rewards that are easy to use.
Rigid redemption systems reduce trust.
Modern loyalty requires:
Technology enhances loyalty.
But human connection builds loyalty.
FMCG brands win when they create emotional relationships.
Community increases retention.
Customers stay because they feel part of something.
Community loyalty drives:
Customers care about what brands stand for.
But they reject superficial messaging.
Loyalty is stronger when values are backed by action.
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.
Personalisation is no longer a differentiator.
It is a baseline expectation.
The best FMCG loyalty programs deliver:
Customers are more willing to share information when value is clear.
Programs must create transparent exchanges:
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
FMCG customer journeys span many touchpoints.
Loyalty must stay consistent across:
Fragmented experiences break trust.
Mobile is now the primary loyalty interface.
The best programs design for mobile behaviour first.
Not as a secondary channel.
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.
Consumer brands must rethink loyalty from the ground up.
Incremental changes are not enough.
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
Consumer loyalty in 2025 is built on relationships.
Not transactions.
The strongest FMCG programs combine:
Customers are ready for deeper brand relationships.
The brands that adapt now will lead the next decade of loyalty.
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.