Predictions for 2025?

It is hard to know for sure what this year will bring, but I think brands will continue to use AI in their marketing campaigns, though with mixed results.

For loyalty and retention efforts, I expect to see a greater emphasis on real-time data to better understand customer preferences. This will help brands tailor messages and experiences more precisely, creating more personalized and relevant interactions with each customer.

Couldn't agree more. From my perspective, in terms of Loyalty strategies themselves, my prediction is that brands will continue to emphasize delivering exceptional experiences - well beyond just "points". Customers want and expect more from brands, and simultaneously, brands are already delivering them. I'm seeing across all major industries, from Quick Serve Restaurants to Media & Entertainment and beyond.

I can't wait to see what creative Loyalty strategies brands will deploy in 2025!