If you’ve been managing a loyalty program for a while, you know data is a core asset. But here’s the challenge: are you really making that data work hard enough? Beyond driving incremental purchases and engagement, customer data holds untapped potential for creating entirely new revenue streams. This is about going beyond personalisation 101 to leverage sophisticated insights that benefit both your brand and your customers.
Data as the Gateway to Sophistication
For years, personalisation has been about creating tailored offers, but the landscape has shifted. The most successful loyalty programs now integrate predictive analytics, dynamic segmentation, and real-time interactions to deliver not just what customers want but what they *didn’t know they needed*. For example, Lidl’s “Lidl Plus” app, tailors vouchers based on individual shopping habits, increasing basket size with precision targeting and the Shell Go+ programme is built on personalistion.
Robert van der zourwen, Head of Loyalty, CRM and Payment Benelux and France at Shell says:
“Shell GO+ is built on personalization, ensuring a seamless and enjoyable experience for our guests. By tailoring offers to their preferences and anticipating their needs, we deliver genuine benefits that truly enhance their experience, while offering a freedom of choice to make our guests feel autonomous. This approach not only has enhanced their journey but also makes our program truly attractive and rewarding.”
According to Maria Wróblewska, Director of Artificial Intelligence Department, Comarch, “Personalization has evolved from static offers to predictive and dynamic approaches. AI technologies, such as machine learning and natural language processing, have underpinned this shift over the last 2 years. Predictive analytics is a key enabler of delivering what customers “didn’t know they needed.” By anticipating needs and offering unexpected value, AI mov-es beyond transactional personalization to foster emotional loyalty, taking loyalty programs to the next level. From now on, we will see the revolution of NextGen loyalty programs.
Advanced Steps to Monetise Your Data
Here’s how you can take a deeper dive into your data and unlock new revenue streams:
One. Audit Your Data Ecosystem
Start with a clear inventory of where your data lives. Is it siloed between your CRM, email marketing, and point-of-sale systems? Consolidation is key. Invest in a CDP that integrates all customer touchpoints into one source of truth.
Two. Move Beyond Traditional Segmentation
If you’re still segmenting by basic demographics, you’re leaving money on the table. Use behavior-based triggers to identify high-value segments like “repeat-but-stagnant spenders” or “seasonal power users.” Then design campaigns that nudge these groups toward higher-value behaviors.
Three. Leverage Predictive Analytics
Go beyond hindsight. Predictive models can identify trends such as which customers are likely to churn or who might upgrade to premium tiers. These insights enable proactive strategies like retention incentives or upsell offers.
Four. Personalise in Real-Time
The days of batch-and-blast are over. Modern loyalty systems should allow for real-time decision-making. For example, use geolocation data to offer in-store discounts when a customer is nearby or dynamic offers that adapt based on current inventory levels.
Five. Monetise Insights
Your data can create value beyond your own walls. Think about partnerships. A travel loyalty program might partner with luxury hotels to cross-promote services using shared customer insights. If you can anonymise and aggregate your data responsibly, there’s also potential for licensing trends to industry peers.
Six. Experiment with Revenue Extensions
Data enables you to move into adjacent revenue streams. Consider subscription models, add-on services, or even curated product bundles based on customer preferences. BMW’s custom insurance packages, tailored by driving data, are a perfect example of using insights to upsell.
The EU Data Balancing Act
Let’s not forget to address the elephant in the room: data regulations. The EU’s GDPR isn’t just a legal framework—it’s a trust-building opportunity. Customers are more willing to share their data when they know it’s being used responsibly. Make consent and transparency the foundation of your data strategy, and you’ll find your audience more receptive to advanced personalisation.
The Technology That Makes It Work
For many loyalty programs, the missing piece isn’t the data—it’s the infrastructure to act on it. Tools like AI-driven recommendation engines, real-time decision platforms, and advanced analytics dashboards are essential. They allow you to create hyper-relevant interactions that go beyond surface-level personalisation.
“AI, machine learning, and advanced platforms aren’t here to replace marketers or loyalty professionals—they’re here to enhance their capabilities. By streamlining data analysis and offering real-time insights, these tools enable a deeper understanding of what resonates with customers. Experimentation becomes key: testing different strategies and discovering what works best for each organisation. This approach allows marketers to focus on building genuine, long-term relationships, creating personalised, omnichannel experiences that foster loyalty while driving sustainable growth” Georgia Gkolfinopoulou, Marketing Strategist, Marigold
Final Thought: Look Forward
The loyalty space is evolving rapidly. To stay ahead, it’s not enough to manage your program—you need to innovate with the data you already have. Whether it’s unlocking entirely new revenue streams or deepening customer relationships, the brands that will lead the future are the ones that make their data do more.
