Consumer Loyalty eBook: Netherlands & Belgium

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“Loyalty programs in the Netherlands and Belgium are aligning with the global trend of moving beyond mere transactional rewards to foster deeper emotional connections with consumers. Personalization, gamification and perks such as free shipping are becoming crucial components of loyalty programs, with a special emphasis on unique collaborations and immersive experiences that resonate deeply with Dutch and Belgian consumers. Such features highlight the importance of innovation and customization in maintaining consumer engagement and loyalty.”

• Rochelle Wang
  Director, Experience Consulting EMEA, EPAM - Netherlands, Amsterdam

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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