The Biggest Loyalty Myths… Exposed.

Unfortunately, loyalty programmes aren’t a “one-size-fits-all” job.

If you just handed out the same loyalty reward to every customer, it would be like giving everyone the same drink at a coffee shop. One loves a latte, another black coffee, one prefers an iced caramel macchiato.

Even if the drinks are free, people still walk away disappointed.

That is the real danger of a generic loyalty programme.

Too many brands fall into the trap of thinking loyalty is just a game of discount and points. But what delights one person might leave another completely cold.

There’s a lot of nonsense talked about loyalty floating around out there that are holding brands back.

And now for the big reveal… the biggest loyalty myths, finally exposed, so you can build something customers genuinely care about.

Myth 1: “Customers Only Care About Discounts”

Truth: Discounts are like sugar, a quick rush, but the crash is inevitable.

Loyalty isn’t just about saving a couple of pennies. It’s about how you make them feel.

Customers remember how you made them feel. Seen. Valued. Delighted. That’s what builds loyalty. So create moments, big or small, that surprise, reward, and genuinely connect.

Myth 2: “More Points = More Loyalty”

Truth: Quantity ≠ quality.

Sure, flooding your programme with points might seem to you like you’re being generous, but if they’re confusing, impossible to redeem, or worth next to nothing? Your customers will lose interest… and fast.

Loyalty isn’t about hoarding points. It’s about meaningful engagement.

If your journey to a reward feels like a never-ending marathon don’t be surprised if they give up halfway.

Myth 3: “Loyalty Programmes Are Only for Big Brands”

Truth: Small businesses can punch above their weight.

You don’t need a global marketing budget or a big fancy office in Canary Wharf to win at loyalty.

In fact, a clever, niche-focused loyalty scheme can easily outshine a bland corporate one. Make it relevant, make it personal, and make them feel something.

Think: a local petshop offering a free puppy training class at their local park or a gym giving their regulars a “Bring a Mate for Free” pass. Small doesn’t mean powerless – it means you can really lean into being human.

Myth 4: “Loyalty Programmes Run Themselves”

Truth: A programme that on autopilot is just a disaster waiting to happen.

If you see your loyalty scheme like a slow cooker… don’t be surprised when it burns.

Engagement is key. If your customers feel ignored, forgotten, or like they’re just another number of a spreadsheet, loyalty will fizzle out. To keep the spark alive, you’ve got to stay active.

Keep it natural. Keep it fun. And most importantly, keep it memorable.

Because at the end of the day, loyalty isn’t about points or tiers… it’s about people. When customers feel a sense of ownership, real connection, and genuine recognition, loyalty turns into something deeper: a relationship.