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 brands, this new reality presents both a challenge and an opportunity: how to design loyalty programs that not only reward and engage customers wherever they shop, but also unify the customer experience and drive lasting brand preference.
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. This shift demands that consumer products companies break down channel silos and orchestrate a cohesive, data-driven journey that meets consumers wherever they are. Loyalty is no longer just about points or discounts—it’s about creating a relationship that spans every channel, captures valuable first-party data, and makes the brand indispensable in consumers’ daily lives.
Modern loyalty programs must reward customers wherever they shop—online, in-store, or through partners. This requires:
Real-World Example: Pampers Rewards
Pampers has set the standard for omnichannel loyalty with its Pampers Rewards app. Customers earn points by scanning codes found in product packaging, regardless of where the purchase was made—online, in-store, or through a retail partner. These points can be redeemed for discounts, exclusive products, or partner offers, making the program relevant and rewarding at every touchpoint. This approach not only drives repeat engagement but also captures valuable first-party data, enabling Pampers to better understand and serve its customers.
To deliver seamless experiences and personalized rewards, brands must integrate loyalty data with other customer data sources to create a single, unified customer profile. This enables:
Unified data platforms and customer data platforms (CDPs) are essential for breaking down silos and enabling real-time, cross-channel engagement. Brands that invest in these capabilities can anticipate customer needs, deliver relevant experiences, and build deeper loyalty.
Digital tools are transforming the in-store experience, bringing the best of online personalization and convenience into the physical world. Examples include:
Real-World Example: Unilever’s In-Store Digital Engagement
Unilever partnered with retailers to pilot AI-powered endcaps for its Dove brand. These interactive displays use lift-and-learn technology to track engagement times and conversion rates, providing Unilever with rich behavioral data while delivering an informative, frictionless experience for shoppers. This pilot demonstrates how digital tools can bridge the gap between physical and digital, enabling brands to capture data, personalize engagement, and drive loyalty in-store.
Modern loyalty is about more than purchases. Brands are increasingly rewarding a broader set of behaviors, such as:
By recognizing and rewarding these actions, brands foster a sense of belonging and make themselves a meaningful part of consumers’ lives. This approach also generates valuable data and content that can be leveraged across channels.
A well-designed omnichannel loyalty program delivers value on multiple fronts:
The most successful consumer products brands are those that see every interaction as an opportunity to build a relationship. By embracing omnichannel loyalty, brands can:
Publicis Sapient partners with leading consumer products brands to design and implement omnichannel loyalty strategies that drive measurable business impact. Our SPEED framework—Strategy, Product, Experience, Engineering, and Data—ensures that every aspect of your loyalty program is integrated, agile, and aligned to your brand’s unique goals. From unified data platforms and mobile app development to in-store digital engagement and partner integration, we help brands unlock new sources of value, foster loyalty, and build future-ready customer relationships.
Ready to build seamless, omnichannel loyalty for your brand? Connect with Publicis Sapient to learn how we can help you create unified, data-driven experiences that make your brand indispensable in consumers’ lives.