Why One-Size-Fits-All Loyalty Programs are a Bad Idea
Do you want to know one thing that could very well hold back your business? Well, it’s just assuming that all customers are the same. No, really, just think about it for just a moment. There’s nothing that kills excitement faster than a loyalty program that’s basically a copy-paste job. For example, something like “Spend $100, get $5 off.” Like, that alone deserves such a giant yawn, and it’s not very favorable for them either. Your customers have probably seen that exact deal ten times this week alone, and it’s about as memorable as a plain slice of bread.
When everyone gets the same reward, no matter who they are or what they buy, it doesn’t feel like loyalty at all. It feels… lazy. And lazy isn’t cute when you’re trying to keep customers coming back. People don’t just want discounts anymore; they want to feel like their loyalty actually means something.
Why Personal Touch Beats Generic Perks
Just go ahead and think about how good it feels when your local coffee shop hands you your drink without you even ordering because they know. Okay, that’s one example, but another would be when that little boutique you love sends you an invite to a private sale that’s filled with exactly the kind of stuff you’d wear. Well, that tiny “we see you” moment is basically what makes people stick around.
But on top of that, generic perks don’t make people feel special, and when customers don’t feel special, they’re not sticking around out of loyalty. They’ll happily jump ship to whoever’s throwing a slightly better deal their way, and you can count on them to expect customized rewards and offers now. Ideally, just show them you know their tastes and habits, and suddenly you’re the brand they brag about to their friends.
What Modern Customers Actually Want
Well, here’s something else to keep in mind: loyalty in 2025 isn’t just about swiping a card and racking up points you’ll probably never use. People have endless options now, and they’re going to choose brands that make life easier, more fun, and worth their time.
If someone only drinks tea, a free coffee is just going to make them roll their eyes. Actually, the same goes for giving a shoe discount to someone who only buys handbags. But yeah, customers want rewards that fit them, not a generic offer slapped together for the masses.
But How Can You Break the “One-Size-Fits-All” Habit?
Thankfully, it’s not hard at all. Just start by actually paying attention to your customers. Who’s buying what? How often? Are they all about your budget buys or your premium products? Then, build rewards around that info.
Give your coffee-obsessed regulars a free pastry with their latte. You could even just surprise your wine club members with an invite to a seasonal tasting night. Now, these are just two examples, but don’t throw random things and see what sticks; it’s never a good idea to do that. It needs to feel personal.
