EPAM’s global study of 10,000 consumers reveals key drivers of loyalty: rewards, personalisation, and convenience. Top features include customizable rewards, gamification, and family sharing. Consumers prefer mobile apps and digital cards but still value physical options. While AI is underutilized, it offers untapped potential for personalization and engagement. Brands that combine monetary incentives with emotional value, transparency, and innovation in loyalty design will win long-term customer commitment.
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