Consumer Loyalty eBook: Germany

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“In Germany, loyalty programs are highly valued, with a notable preference for rewards, discounts or cash back. Unique to this market, however, is the strong inclination towards interactive gaming features and quizzes for sharing personal information, with 70% of German respondents favoring these methods. This presents a specific opportunity for brands to utilize gamification for better engagement and data collection.​”

• Peter Kürpick
  SVP, Managing Director and CTO, Enterprise Platform, EPAM - Berlin, Germany

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“At HUGO BOSS, we've been discussing personalization for years in the context of loyalty programs, yet no retailer has successfully implemented it at scale. I believe AI will change that, revolutionizing loyalty programs with hyper-personalized experiences including curated content, refined product recommendations and smart promotions such as offers and redemption opportunities. It will create an unprecedented ability to anticipate customer needs.”

• Carlos Zenner
  VP Customer Engagement, HUGO BOSS

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“Brand loyalty will decline 25%, but usage of loyalty programs will increase. Price sensitivity and high prices loom on consumers’ horizons. Price sensitivity breeds brand switching — Forrester finds that a top-five reason why US, UK, and Australia online adults try a new brand is that it is “cheaper than buying from other brands. In 2025, expect consumers to be less loyal to brands in general but more committed to brands that assure them value without the hassle of the haggle.”

Predictions 2025: Consumers
22 October 2024, Forrester

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“Antavo's research with program owners shows only 37% currently use AI, mainly for customer support and reporting, with agencies adopting it more than in-house teams. We predict AI will grow in loyalty programs, integrating data from various platforms and automating personalized rewards based on customer preferences. AI Agents will also assist in generating reward ideas and managing budgets for tailored experiences.”

Zsuzsa Kecsmar
Chief Strategy Officer, Antavo