Over two thirds (67%) of retailers expect their investment in digital loyalty to increase or significantly increase over the next 12 months, according to the latest data from mobile app and web developer, Apadmi.

Insight from over 150 brands in its Digital Customer Loyalty report showed that more than a third (36%) of businesses are currently developing a digital loyalty programme, while a further 35% already have a live digital loyalty scheme in place.

Almost a quarter (24%) of retailers now feel apps are the most responsive CRM channel they use, with delivering a more personalised experience and offering a cost-effective way to engage shoppers topping the key roles their apps play (40% each).

81% of those retailers polled by Apadmi regarded personalisation is a key part of their mobile customer engagement strategy. And since 2024, there has been a +10% rise in brands planning to increase their personalisation efforts.

“Businesses across all sectors are feeling increasing pressure to acquire, engage and retain customers in increasingly competitive markets,” Jake Sargent, Group Marketing Director at Apadmi, said. “Rising living costs for customers and business costs for brands means retaining and engaging loyal customers is essential to safeguarding retention and revenue, with the need to create more efficient and effective loyalty programmes and experiences greater than ever.”

Poundland launched its loyalty scheme, Poundland Perks, in October, which became the #1 free-to-download app in Apple and Google App Stores just 24hours after it launched. Its Head of Loyalty and Engagement, Emma Collins, described how it wanted to use the loyalty platform to improve personalisation and create conversations with customers.

“Loyalty is about finding a way to create insight, increase personalisation, drive footfall and invite conversations. And the best channel to do all of that at scale is digital, which is why we went mobile-first.”

Emma Collins, Head of Loyalty and Engagement, Poundland

When it comes to the future of loyalty tactics, retailers are already considering where to next invest within loyalty schemes in the future. Topping the list was exclusive offers (49%), up +9 percentage points compared to 2024.  Meanwhile the number of retailers intending to build in paid membership (19%) and scan-and-go (15%) capabilities within their loyalty schemes dipped, both down nearly 10% year-on-year.