Most people know the feeling: you’re browsing a brand you’ve backed for years, you spot a brilliant introductory offer, and then you read the small print. New customers only.
In that moment, the promotion stops feeling like generosity and starts feeling like amnesia. The managing director and customer experience and loyalty leader at EY stated that this is a fast track to a “perception problem”, because long-term customers feel their history has been ignored.
Recognition is the loyalty currency that doesn’t fit on a voucher
EY’s loyalty research, it’s been argued, repeatedly lands on the same point: customers want to be recognised in meaningful ways, not simply “managed” with discounts.
The brands that do this well do not treat loyalty as an occasional campaign mechanic. They build it into everyday experiences, so recognition shows up in how customers are served, remembered, and valued, not just in the marketing calendar.
Done properly, loyalty stops being a points tally and becomes a relationship signal: this brand knows me, and it shows.
A well-designed programme rewards tenure as much as spend
The uncomfortable truth is that many loyalty schemes are engineered to win new sign-ups, not to honour the people already in the club.
The marketing director’s view is that the opportunity is bigger than acquisition. A well-built programme should recognise tenure, preferences, and the nuances of how someone shops, so loyal customers can feel the difference between being “on a database” and being genuinely appreciated.
When programmes are built around customer insight, and the specific triggers that make recognition feel relevant, they can flip the narrative from “brands only care about new customers” to “this brand values my long-term relationship.”
Customers will share data, but only if the value is visible
Interestingly, customers are not holding back from participating in this relationship, so long as the exchange feels fair.
GetResponse’s 2026 loyalty research (based on a survey of 2,400 consumers and 600 brands across six countries) found that 91% of consumers are willing to share personal preferences with a brand to receive better rewards or offers.
The signal here is not just openness, but intent: people are effectively saying, “I’ll help you personalise, if you actually use it to treat me better.”
One-size-fits-all rewards are falling out of fashion
Even when brands invest in loyalty, the “everyone gets the same thing” approach is starting to look dated.
The managing director points to research showing that recognition preferences can differ by customer groups: many women say birthday recognition matters, while milestone recognition may not carry the same weight for men.
It is a useful reminder that loyalty is emotional as well as transactional. If the reward doesn’t match what someone finds meaningful, it can feel like noise, even when it costs the brand money to deliver.
Frequency matters: some want regular rewards, others want rare and special
Another detail that often gets missed is rhythm. EY’s findings suggest some customers want frequent offers, while others prefer rewards that show up less often but feel more tailored and “special” when they arrive.
The practical implication is simple: loyalty programmes should not be built like a single conveyor belt. The best ones flex, allowing customers to feel understood rather than processed.
Value beyond discounts: VIP treatment is the new battleground
Across the board, the demand is for value, but not always in the form of a coupon.
In both EY’s perspective and GetResponse’s findings, “value beyond discounts” keeps rising: exclusive services, member events, unique experiences, and benefits with partner brands can land more powerfully than another percentage-off code.
That aligns with a striking GetResponse result: 93% of consumers said they would be likely to join VIP or exclusive experiences offered only to loyal customers, yet only a small minority of brands report offering that kind of experiential loyalty.
The loyalty lesson for 2026: make appreciation impossible to miss
If there’s a single thread running through the research, it’s visibility.
New-customer incentives are loud and obvious. Loyal-customer value is often subtle, delayed, or buried, which is why so many customers still believe brands prioritise newcomers over regulars.
The fix is not necessarily bigger discounts; it’s clearer appreciation. Loyalty should show up in the moments customers actually notice: recognition that feels personal, benefits that match preferences, and experiences that make people feel like insiders rather than repeat purchasers.
Conclusion: from promotional loyalty to relationship loyalty
The next era of loyalty will be won by brands that remember what loyalty is supposed to mean. Customers are saying they want recognition that reflects their history, not just incentives that chase the next transaction.
They are even willing to share preferences to help brands personalise, but they expect the payoff to be real, relevant, and visible.
The brands that embed loyalty into everyday experience, tailor recognition to what different customers actually value, and offer status through exclusive services and experiences will not just retain customers. They’ll change how customers feel about staying.
