6 Things Customers Secretly Want From Loyalty Programs

We all know “loyalty program” is important, but how often do we stop and ask if they’re really working? Are customers truly engaged or are rewards just another forgotten perk?

Think about the last time you joined a loyalty program. Did signing up feel easy? Did you know exactly what you were getting? Were you excited every time you earned points or left wondering if they’d even matter?

The truth is customers want more than points. They want clarity, recognition, and motivation even when they don’t say it out loud.

Here are six loyalty secrets your customers won’t admit but totally want it:

1. Join Membership with One Phone Number

Nobody wants to spend ages filling out forms just to join a loyalty program. It’s the kind of chore that makes customers think, “Ugh, do I really have to do this just to get points?”

When customers are already shopping with their hands full of bags, waited in a long line or checking out online and finally it’s their turn. the last thing they need at the counter is a long form just to become a member. It feels troublesome, and most would simply skip it.

But if signing up as a member is as easy as entering a phone number, customers can join in seconds, complete their purchase without feeling it’s an extra work for them, and start their rewards journey right away, all with just a phone number.

2. Keep Customers Notified on Every Update About Their Rewards

One of the best feelings as a customer is knowing exactly where you stand with your rewards. Without having to do the manual work of keeping track and stressing over expiry dates.

Keeping track of rewards should be simple. The moment customers earn points, move up a tier, or have a voucher close to expiry, a quick ding keeps them updated.

Whether it’s in-store or online, every purchase customers made adds to the same rewards journey, keeping customers connected at all times.

And sometimes, it only takes a little reminder. A message like “20 more points to go” or “Your voucher expires in 3 days” can be all it takes to spark the next visit and turn rewards into part of their everyday shopping.

3. Recognise Returning Customers Instantly

Nothing feels better to a returning customer than being recognised, without needing to go through any long sign-ins or complicated steps.

Whether online or in-store, customers can be recognised instantly by the brand they loved with just their phone number or by flashing their digital membership card.

Customers shopping online can quickly log in with just an OTP, while in-store staff can instantly recognise returning customers the moment they provide their phone number or scan customer’s digital membership card.

With online and retail connected, customers enjoy the same experience no matter where they shop.

All the important details such as membership status, purchase history, member tier, and even items left in customer’s online cart appear at a glance, allowing staff to assist faster and suggest options based on the customer’s preferences, all without the customer having to repeat themselves.

This small touch gives customers what they need while saving their time and making them feel recognised and cared for.

4. Show Customers The Stuff They'll Actually Love

You know that feeling when the exact thing you were eyeing online earlier suddenly shows up, maybe while scrolling through a site, and then later when you’re in-store, the staff casually brings it up? It feels like the brand really knows you.

That’s the kind of moment that makes shopping feel personal.

Customers don’t just want random promotions, they want a brand that seems to understand them, like a good friend suggesting exactly what they love most.

When customers browse, purchase, or save items they like, related suggestions appear naturally - online as a timely recommendation, or in-store highlighted by staff, it helps customers discover items they’re likely to love without having to search for them.

5. Turn “What’s My Tier Worth?” into an Instant Answers

Ever reached a new tier and thought, “Okay… now what? What do I actually get?” Without knowing what’s the perks or how to use them, it can feel like all that effort didn’t mean much.

Now imagine unlocking a tier and instantly seeing what benefits you’ve earned and how to use them.

With a dedicated rewards page in the online store, customers can simply tap in to view all the vouchers they’re eligible for — together with instructions on how and when to redeem them.

It’s these moments of clarity make all the difference ensuring customers know about their perks and excited to use them.

6. Excites Customers with Every Step Toward Bigger Rewards

Have you ever been in a situation where you know you’re in a tier but not exactly sure what it means, or how far you are from the next tier upgrade?

That uncertainty takes away the excitement. Customers are motivated by progress they can see, and when every step toward the next tier is clear, it creates a sense of achievement.

That’s why a visible progress bar inside the digital membership card makes all the difference. The moment customers open the shopping app, they immediately see where they stand, how close they are to the next tier, and the rewards waiting ahead.

The journey itself becomes part of the reward, keeping customers engaged and motivate them to come back for more.

Build Loyalty That Truly Matters

Loyalty isn’t built on points or tiers alone, it’s built on the moments that make customers feel valued.

When rewards are clear, progress is visible, and every perk feels worth it, customers stay excited to return.

The most powerful loyalty programs don’t just keep customers around; they give them reasons to believe the brand truly understands them.

And that’s what turns a simple transaction into a lasting relationship.

Make Customers Love Buying from You

EasyStore empower brands to prioritize customers and enhance their experience, creating a unified customer experience (UCX) that customers love.

Over 50,000 brands have grown their businesses by embracing unified customer experiences (UCX) strategy through EasyStore across multiple sales channels - online store, retail outlets, marketplaces, and social media, ensuring consistency in product and service offerings for a seamless shopping journey.

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