In today’s consumer products landscape, the boundaries between digital and physical retail have all but disappeared. Shoppers expect to move effortlessly between online, in-store, mobile, and partner channels—often within a single journey. For brands, this new reality demands more than just presence across channels; it requires orchestrating unified, omnichannel loyalty programs that reward customers wherever and however they choose to engage. The result? Deeper relationships, richer data, and sustainable brand loyalty.
The acceleration of digital adoption and the proliferation of new touchpoints 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. This shift means that loyalty is no longer about isolated points or rewards—it’s about creating a relationship that spans every channel, every moment, and every purchase.
Yet, many organizations still operate with fragmented teams, disconnected data, and legacy technology. The result is disjointed experiences that can erode loyalty and limit growth. Brands that succeed are those that modernize their supply chains, unify data, and deliver consistent value across every touchpoint—digital and physical alike.
Real-World Example: Pampers’ omnichannel rewards app enables customers to scan codes found in product packaging—regardless of where the product was purchased—to earn points. These points can be redeemed for discounts or exclusive products, making the brand an indispensable part of the consumer’s daily life and capturing valuable first-party data in the process.
Real-World Example: Unilever’s in-store digital engagement pilots, such as AI-powered endcaps, track real-time shopper interactions and deliver informative, interactive experiences. This not only enhances the in-store journey but also feeds valuable behavioral data back into the brand’s unified customer profile.
Unified loyalty programs do more than drive repeat purchases—they create a virtuous cycle of engagement, data, and value. When customers feel recognized and rewarded across every channel, they are more likely to:
To realize the full potential of omnichannel loyalty, brands must:
Publicis Sapient partners with leading consumer products brands to deliver end-to-end omnichannel transformation. Our SPEED framework—Strategy, Product, Experience, Engineering, and Data—ensures that every aspect of your loyalty journey is integrated and aligned for measurable impact. From strategy to execution, we help clients unlock new sources of value, build future-ready business models, and create experiences that help people thrive in the brave pursuit of next.
The future belongs to brands that see every interaction as a chance to build a relationship. By embracing unified loyalty programs that reward customers wherever they shop, leveraging first-party data, and investing in flexible technology, you can foster long-term loyalty, capture valuable insights, and drive sustainable growth.
Let Publicis Sapient help you reimagine your loyalty strategy and build customer relationships that last—across every channel, every touchpoint, and every moment.