How Loyalty Programs Are Adapting to Economic Pressure: Coup de Poing's Analysis

What are the takeaways from 2025 for Coup de Poing?

Roland Deponge: The year 2025 unfolded in a tense market context within the loyalty sector. Economic pressure had an impact across many sectors, and even the most well-established programs had to adapt. In this context, loyalty confirmed its essential role in maintaining the bond between brands and their customers.

Two trends emerged. On the one hand, brands and beneficiaries expressed a strengthened need for program adherence, in order to preserve the relationship and continue enjoying useful benefits, both professionally and personally. On the other hand, certain sectors such as construction, cosmetics, or services were under greater strain, with contribution results sometimes falling below expectations.

Faced with these constraints, referral and incentive operations were reinforced among customers or resellers, with a clear objective: preserving existing market shares. Loyalty programs also evolved to gain attractiveness, integrating more benefits related to professional services, strengthening financial rewards, and continuing the development of personal gratifications. Particular work was carried out on the animation of loyalty clubs to better differentiate them and make them more appealing to beneficiaries.

What are your perspectives for 2026?

In 2026, the priority will be to strengthen trust around loyalty programs. Data protection is becoming a central issue, right from enrollment and throughout the user journey. Security, consent, and transparency are more than ever strong expectations from beneficiaries.

The OpinionWay study we conducted on loyalty highlights several key drivers for existing and future programs. Simplicity of registration and use, the attractiveness of benefits, the clarity of rules, and the personalization of platforms will be decisive in strengthening engagement.

These expectations are so simple that many programs do not yet make them a priority. Furthermore, strengthening the relationship between clients and suppliers will take on an increasing role, notably through prioritizing purchases from suppliers who implement attractive programs. Finally, the personalization of programs will be an even more essential driver regarding the impact of this relationship. While practices are evolving, the human element retains an essential place in the relationship, particularly through support, service, and proximity.