More brands are realizing that loyalty alone does not drive repeat purchases, and that repeat purchases alone are not enough for lasting success. Now, what really counts is love—an emotional bond based on trust, shared values, and memorable experiences.

DRIVING DEEPER ENGAGEMENT 

Loyalty turns into love when customers feel truly understood and cared for, according to Amreen Iqbal, founder of Piece of You Jewellery. “Loyalty turns into love when people feel an emotional connection, not just a transactional one,” she explains. “When customers feel understood, valued, and consistently cared for, they naturally build a deeper bond with the brand. Over time, that relationship becomes less about buying jewellery and more about sharing meaningful moments.”

Her loyalty program is built on this idea. “It is not only about purchases, but about recognizing and appreciating our community. Members receive early access to new collections, exclusive previews, personalised offers, and invitations that make them feel part of the brand. The focus is on giving something meaningful back to those who choose to grow with us.”

Iqbal adds that loyalty programs remain important in 2026, but they must evolve as people seek real connections, personal experiences, and brands that share their values. “A loyalty program needs to feel authentic and human, not purely transactional. When done right, it helps build long-term relationships and keeps customers emotionally connected to the brand.”

THE ROLE OF AI AND TECH

Technology is also changing how brands build customer love. The real shift comes when brands go beyond rewarding transactions and begin to understand what customers want, says Sue Azari, eCommerce Industry Lead at AppsFlyer. “Many retail apps already use AI to personalize recommendations and tailor offers based on past behaviour, making experiences feel more relevant and convenient. But the next phase is more predictive than reactive.”

Azari adds that AI now helps brands predict what a customer needs in the moment, whether it is inspiration, value, or reassurance, and respond right away. When technology works quietly in the background to help customers feel understood rather than just marketed to, loyalty grows into a real brand connection.

Azari believes that this year, loyalty programs will become smart growth tools. “Enrollment will reach saturation, and differentiation will no longer come from points or discounts, but from how effectively programs use data to predict intent, personalize value, and stay consistent across online, in-app, and in-store interactions. AI enables loyalty to adapt in real time, refining incentives, optimizing frequency, and reducing fatigue wherever the customer chooses to engage.” 

In an increasingly crowded retail environment, Azari adds, loyalty will shift from transactions to sustained relevance, shaping how consumers choose, return to, and stay connected with brands.

SHARED VALUES STRENGTHEN LOYALTY

For brands like Lush, building an emotional connection comes from consistency and a clear purpose. Miche Whitehouse, Regional Head of Brand and Digital (Middle East), says customers are not just buying products—they are investing in a set of values. “It’s about being consistent. We make a point of actually doing the things we say we will. When someone buys a product from us, they aren’t just getting something that smells good or works well, though that is obviously the starting point. They are buying into a set of values.”

Whitehouse highlights Lush’s Bring It Back scheme and Lush Club as examples of loyalty built on values. “We’ve always felt responsible for what happens to our packaging after it leaves the shop, which is why our Bring It Back scheme is so central.”

Whitehouse says the brand is creating a rewards program where members can earn points to get free products and digital exclusives. “We want our most loyal customers to be the first to get their hands on what we’re making in our kitchens.”

Whitehouse notes that while loyalty programs are more relevant than ever, expectations have changed. A program should not just focus on stopping customers from switching brands; it should recognize the partnership between the brand and the customer.

“In 2026, people want to know their money is going to a business that aligns with their own ethics. It’s a brand-customer relationship based on shared ethics and values, and that’s what keeps people coming back.”

THE FUTURE OF LOYALTY

Leaders agree that loyalty programs are still important in 2026, but only if they move beyond transactions and become more emotionally intelligent. Whether through purpose-driven programs, AI personalization, or thoughtful rewards, the main goal is to make customers feel recognized, valued, and part of something bigger.

As Amreen Iqbal puts it, “When customers feel understood, valued, and consistently cared for, they naturally build a deeper bond with the brand.” Whitehouse adds, “If you stand for something real, loyalty follows naturally.” And Azari emphasizes that technology can enhance these connections, “making experiences feel effortless and meaningful rather than just transactional.”

Ultimately, brands that combine ethics, technology, and real human connection can turn loyalty into lasting love, turning everyday customers into advocates, partners, and lifelong fans.