Loyalty and rewards programs are everywhere, but not all of them are doing what they’re supposed to. Some make people feel rewarded. Others? More like a chore.

At Remesh, we wanted to dig deeper into what actually works—and what doesn’t—when it comes to loyalty and rewards. 

About the Loyalty and Rewards Study

In February 2025, we asked 100 U.S. consumers how they really feel about loyalty and rewards programs. We used our conversational insights platform (Remesh Flex + Recruit) to gather both open- and closed-ended responses, and let participants vote on each other’s answers. That gave us fast, honest, and data-backed insight into what today’s consumers expect.

Let’s explore the key findings—and what they mean for brands.

Value First. Everything Else Second.

Consumers are clear about their top priority: savings.

• 84% expect to earn rewards with every purchase
• 81% say those rewards should never expire
• 75% value exclusive discounts and member-only pricing

Programs that make it easy to earn and redeem rewards stand out. If benefits feel complicated or out of reach, people check out.

Simplicity Wins When it Comes to Loyalty Programs

Consumers don’t want to feel like they’re jumping through hoops. The biggest frustrations with loyalty programs include:

• Expiring points
• Confusing redemption rules
• High spending thresholds to unlock basic rewards
• Poor user experiences (clunky apps, too many emails)
• Lack of transparency around program benefits

In short: If a loyalty program feels like work, it’s not working.

One Size Doesn’t Fit All

Not all consumers value the same things. Preferences vary across different groups:

• Older consumers (45+) are especially focused on long-term value, with 93% valuing non-expiring rewards
• Women are more likely than men to prioritize cashback, exclusive discounts, and free items after repeat purchases
• Higher-income consumers show stronger interest in personalized rewards, while lower-income consumers are less engaged with advanced features

To stay relevant, loyalty programs must reflect the needs of diverse customer segments.

The Future of Loyalty Programs

Looking ahead, consumers are asking for more modern, personalized experiences:

• 81% want personalized rewards
• 63% are interested in subscription-based perks (like free shipping or VIP access)
• 59% would like to manage loyalty rewards through digital wallets like Apple Wallet or PayPal

These features signal a shift toward loyalty programs that are convenient, tech-enabled, and tailored.

What This Means for Brands

To stay competitive, brands need to re-evaluate their loyalty strategies. That means:

• Knowing your audience and what matters most to them
• Keeping things simple with clear value and easy redemption
• Investing in personalization and modern features that meet consumer expectations
• Continuously listening and adapting to avoid guesswork and missed opportunities

Want to Dive Deeper?

Check out the full conversation in our Loyalty & Rewards Insights Webinar. Watch it on-demand here.

Or get straight to the details: Download the Full Report to see what’s driving (and derailing) consumer loyalty in 2025.

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