Beyond the discount: fun becomes the new engine of loyalty

Loyalty programs are undergoing a profound transformation. What was previously based almost exclusively on the accumulation of points and discounts is today redefined through playful experiences, challenges and rewards that seek to generate more emotional bonds between brands and their consumers.

In a context of hyperoffer and fragmented attention, brands are increasingly betting on gamification as a strategy to sustain the relationship with their audiences. «Loyalty stopped being transactional and became experiential. It is no longer just about buying more, but about participating, playing and feeling a part,» explains Mariela Mociulsky, CEO of Trendsity.

Far from traditional schemes, the new programs incorporate surprise, progress and exclusivity. One example is British retailer Selfridges, which replaced cumulative rewards with a system of “keys” that customers earn not only for shopping, but also for spending time in the store or participating in activities. The greater the number of keys, the greater access to VIP experiences, such as exclusive lounges or personalized concierge services.

Along the same lines, McDonald’s UK proposes weekly missions within its app, with challenges and rewards that change day by day. In the United States, the TYB (Try Your Best) platform connects consumers with brands such as Glossier, Crocs or Urban Outfitters through participatory dynamics: answering surveys or uploading product photos allows you to accumulate coins that are later exchanged for discounts or exclusive products.

In Latin America, Mercado Libre developed Mercado Puntos, a tier system that rewards user activity with free shipping, discounts and surprise benefits. PedidosYa and Rappi also incorporated badges, rankings and promotional challenges: the more the user interacts—whether purchasing, leaving reviews or participating in special actions—the more rewards they get.

Other retail brands, such as Farmacity or Falabella, are advancing with digital experiences that value the use of their apps and interaction, beyond the one-time purchase. Even Argentine fintechs like Naranja X or Ualá are experimenting with surprise benefits and savings challenges, where users can “unlock” prizes or bonuses by meeting financial goals.

For Mociulsky, this change responds to a clear evolution in consumer expectations: “Generations that grew up with video games, social networks and instant rewards expect that every experience – including consumption – has some component of play, progress or community.”

Technology plays a key role in this process. The combination of data, artificial intelligence and digital platforms allows challenges and rewards to be personalized, creating circuits of continuous satisfaction. «Today, loyalty is built with emotion, not just with economic benefits. The brands that understand this will be the ones that manage to stand out and sustain long-term relationships,» concludes the CEO of Trendsity.