1、How to keep hold of your customers Planning ahead for the next phase of loyalty and personalisation2025R E P O R T 2025 dunnhumby/All rights reserved|2 Foreword-by Ben Snowman,Global Head of Loyalty and Personalisation,dunnhumby Executive Summary The Loyalty&Personalisation Landscape-How retailers a

2、nd shoppers are thinking about loyalty today and what they expect tomorrow.Three questions retailers must ask-Strategic questions to future-proof loyalty in the age of AI and evolving customer expectations Expert perspectives Ashwin Prasad,UK CEO,Tesco,on the evolution of Clubcard,and why loyalty is

3、 built not bought Marek widerski,Head of Loyalty,Synerise,on the power of AI,behavioural data,and real-time personalisation Bryan Roberts,Retail Analyst,IGD,on the risk of homogenisation,and what retail can learn from other sectors Conclusion-Where loyalty is heading and how to stay ahead345 11 1418

4、Contents By Ben Snowman,Global Head of Loyalty and PersonalisationLoyalty has never been harder or more important to earn oyalty programmes arent working not like they used to,at least.Here in the UK,for instance,four-fifths of shoppers say theyre a member of multiple grocery loyalty programmes.At t

5、he same time,only half say that loyalty cards actually have an impact on where they choose to shop.Worse still,a similar number believe that loyalty programmes benefit retailers more than they do customers1.Somewhere somehow something has become unstuck.Take a look around,and its not hard to see why

6、.Shoppers expect more:more personalised experiences,more value,more recognition.Technology is reshaping whats possible and whats expected.And despite a growing need to stand out,loyalty programmes instead risk becoming ever-more homogenised;the same core product,wrapped up in different packaging.“Tr