How Can Loyalty Apps Nurture Belonging?

Susie Middlemiss, Head of Customer Success at Lobyco, shares how modern loyalty apps blend commercial goals with emotional connection, creating CXs that are felt, not just earned.

The success of a loyalty app today requires looking beyond simple metrics. It’s not just about bigger baskets or increased visit frequency; it’s about how the experience makes customers feel. 

Brands that offer experiential perks, emotional touchpoints, and rewards that make customers feel genuinely valued are more likely to build lasting, loyal communities.

Today, loyalty is no longer just about what customers earn. It’s about how a brand makes them feel. A recent study by LoyaltyLion highlights this shift: while 84% of UK shoppers say discounts are a key motivator for joining loyalty programs, the real opportunity lies in going beyond financial incentives. 

“Customer loyalty feels a lot more fun for customers these days,” says Susie Middlemiss, Head of Customer Success at Lobyco. “The most effective strategies blend commercial outcomes with emotional resonance.”

From supporting local causes to creating in-app experiences that surprise and delight, modern loyalty apps are evolving into something deeper. They’re not just tracking behaviour, they’re nurturing belonging.

So how do brands move beyond the transactional and create loyalty that’s genuinely felt? Let’s break it down.

From Points to Personal Touch: Redefining Customer Loyalty

Emotional loyalty, while harder to quantify, has become a critical goal.

“We always consider two key stakeholders,” says Susie Middlemiss. “Firstly is the end customer. Data is critical here: we track both commercial and digital metrics to understand impact… But beyond that, we’re also looking to build emotional loyalty, which is harder to quantify.”

Signals such as digital engagement, app store reviews, and focus group feedback all help brands gauge whether a loyalty experience is resonating on a human level. Equally important is how well the platform supports those running it.

“If the platform isn’t working for [our clients], it will impact the experience the end customers are getting,” she adds. That’s why both internal and external feedback loops are essential for meaningful loyalty design.

Gamification, Personalisation & Inclusion: Balancing the Human Touch

The line between playful engagement and pushy marketing can be thin, especially as loyalty apps embrace gamification and hyper-personalisation. But when thoughtfully executed, these features create memorable, emotionally rich touchpoints that feel organic to the customer journey.

“The key is relevance and timing,” says Middlemiss. “We have a lot of gamified experiences, but the success comes from using them based on behavioural triggers and segmentation… Games are not just layered on. They’re orchestrated based on customer actions, preferences, and where they are in the lifecycle.”

The same care is required in personalisation. Customers want to feel understood, not surveilled.

“Helpful personalisation is timely, relevant, and clearly beneficial,” adds Middlemiss. “It comes down to being transparent to customers on what they are consenting to, and giving them the ability to control how loyalty uses and provides content.”

Inclusivity also plays a central role. Loyalty shouldn’t be limited to high spenders. “Using segmentation tools, we can trigger campaigns based on lifecycle moments, app behaviour, or community participation—not just spend,” says Middlemiss. 

This ensures that even budget-conscious shoppers feel seen, valued, and included.

Loyalty That Sparks Advocacy and Belonging

When a loyalty program truly resonates, it doesn’t just drive repeat behaviour. It creates stories. Customers become advocates not because they’ve earned points, but because they’ve felt something worth sharing.

“One of our earliest clients soft-launched their loyalty app internally, and before it even went public, employees were creating TikToks and sharing it with friends,” says Middlemiss. “The buzz was so strong they hit their Year 1 target before the official launch.”

Utility also plays a major role in building advocacy. Features like in-app Scan & Pay or purposeful game challenges often become topics of conversation, adding to the brand’s emotional footprint. 

“Every time someone wins a game or challenge, it sparks joy—and often a conversation,” says Middlemiss. “Those moments of delight are what turn users into advocates.”

And sometimes, the most powerful loyalty moment comes with no strings attached. A surprise treat, a small reward, or even a simple message can remind customers they’re valued, just for being part of the community.

ALSO READ: The 3 Fs Behind a Mobile App’s Failing Experience