In today’s consumer products landscape, the boundaries between digital and physical shopping have all but disappeared. Shoppers expect to move effortlessly between online, in-store, mobile, and partner channels—often within a single journey. For leading consumer products brands, delivering a unified, omnichannel loyalty experience is no longer a differentiator; it’s the new baseline for relevance, growth, and customer retention.
The acceleration of digital adoption and the proliferation of new channels have fundamentally reshaped consumer behavior. Now, 75% of U.S. consumers are fully omnichannel, blending digital and physical interactions as they research, purchase, and engage with brands. Yet, many organizations still operate with fragmented loyalty programs, disconnected data, and legacy technology. The result? Disjointed experiences that can erode loyalty and limit growth.
Brands that succeed are those that break down channel silos, unify data, and deliver consistent value across every touchpoint—digital and physical alike. Loyalty, when designed as the connective tissue of the omnichannel experience, becomes a powerful engine for first-party data collection, personalization, and ongoing engagement.
A seamless loyalty program starts with a unified view of the customer. This means integrating data from every touchpoint—e-commerce, in-store, mobile apps, and partner platforms—into a single, actionable profile. Customer Data Platforms (CDPs) are essential, enabling brands to:
Mobile apps are the linchpin of modern loyalty programs, bridging the gap between digital and physical experiences. Through a single app, customers can:
Modern loyalty is about more than points for purchases. Leading programs reward a range of behaviors—social sharing, product reviews, referrals, and participation in brand communities. This approach:
With privacy regulations tightening and third-party cookies fading, loyalty programs are a critical lever for collecting first-party data. By offering meaningful value—exclusive content, early access, personalized rewards—brands encourage customers to share preferences, interests, and feedback. This data fuels:
The most effective loyalty programs are channel-agnostic. Whether a customer shops online, in-store, or through a partner, they should:
Pampers’ loyalty program exemplifies omnichannel best practice. Customers earn rewards whether they buy online, in-store, or through partners. The Pampers Rewards app allows users to scan codes from product packaging, unlocking discounts and exclusive offers. This approach:
Unilever partnered with retailers to pilot AI-powered endcaps for its Dove brand. Using lift-and-learn technology, these displays track customer engagement and deliver interactive, informative experiences in-store—no QR code or extra step required. The result:
A unified loyalty strategy delivers measurable benefits:
Publicis Sapient partners with consumer products brands to design, build, and scale omnichannel loyalty programs that drive growth and deepen customer relationships. Our SPEED framework—Strategy, Product, Experience, Engineering, and Data—ensures every aspect of your loyalty journey is integrated and aligned for maximum impact. We help you:
The future belongs to brands that see every interaction as a chance to build a relationship. By unifying loyalty across digital and physical touchpoints, you can unlock new sources of value, foster lasting engagement, and future-proof your business in a world where omnichannel is the new normal.
Let Publicis Sapient help you reimagine loyalty as the foundation of your omnichannel strategy—and create customer relationships that last, wherever and however your customers choose to engage.