Loyalty Is More Than Points: Why Stories Build Stronger Brands

Why Loyalty Cards Aren’t Enough Anymore

We’ve all heard the phrase “loyalty is dead ”& Everyone says loyalty programs are boring. Punch cards, dusty coupons, “earn 10 points, get a free pen.” Yawn

Customer loyalty cards pile up in wallets, yet most end up forgotten. Punch cards, dusty coupons, or “earn 10 points, get a free pen” campaigns rarely make anyone’s heart race.

But then, a story comes along that changes how we think about loyalty forever.

We live in a world where someone can spend six months buying liquor and walk away with… a bicycle. If that’s not loyalty marketing in its rawest form, what is?

The truth is, customers don’t remember the discount code you gave them last Tuesday. They remember the story you made them part of. By 2025, loyalty isn’t counted in points, it’s told through stories.

Loyalty Isn’t Shallow: It’s About Depth

Points are shallow; loyalty is deep. Brands that get this are moving beyond discounts to create experiences that customers remember and retell.

Instead of focusing only on transactional customer loyalty programs, leading brands are designing experiences that people remember and retell. This is the shift from customer loyalty cards for small businesses that offer free coffees to global brands that build movements.

When you look closer at customer loyalty analytics, one truth emerges: the strongest loyalty isn’t based on transactions, but on identity. Customers stick with the brands that help them define who they are.

What Fashion (and Every Loyalty Program Designer Can Learn)

If customer loyalty once meant collecting stamps on a card, On Running just tore up that rulebook and rewrote it on a global stage. Their loyalty playbook shows us how brands can evolve from transactional points to emotional movements.

Instead of just rewarding purchases, On Running built loyalty through storytelling and community-driven experiences:

• The “Soft Wins” campaign reminded people that success isn’t always about pushing harder, it’s about balance, kindness, and celebrating small victories. Featuring Sesame Street’s Elmo, it brought unexpected joy to running culture.

• The “Dream Together” campaign turned running into a collective story, showing that when athletes, creators, and everyday people unite around shared goals, the brand becomes more than apparel, it becomes a movement.

• And the Zendaya partnership elevated the brand’s cultural reach. It wasn’t just about performance, it was about identity, belonging, and fashion-forward relevance.

Why This Matters for Loyalty Program Design

What On Running proves is simple: loyalty isn’t built in a ledger, it’s built in lifestyles.

• Belonging over discounts – Customers are more loyal when they feel part of something bigger than themselves.

• Culture as a loyalty program – Instead of only offering points, On Running created events, run clubs, and interactive “dream walls” that make customers co-creators of the brand story.

• Scalable storytelling – Global campaigns gave reach, while relatable cultural icons (Zendaya, Elmo) gave emotional resonance.

For businesses designing their own customer loyalty programs, this is the blueprint: tie every point, card, or app feature back to identity and storytelling. Whether you’re a global brand or exploring customer loyalty cards for small businesses, the principle holds true: people don’t just want rewards they want belonging.

That’s why we say: the future of loyalty is less about points, more about people.

TL;DR - Loyalty Lessons from On Running

• Storytelling > Discounts: cinematic campaigns create culture

• Community > Transaction: run clubs, dream walls, events

• Scale + Relevance: Olympics gave reach, Zendaya gave cool factor

• Lifestyle + Performance crossover: where sport meets fashion

• Loyalty = Belonging: customers want identity, not just incentives

The Loyalty Program Formula (Hint: It’s Not Just Math)

Marketers often search for the perfect customer loyalty formula ,the one equation that measures retention, lifetime value, and repeat purchase rates.

While customer loyalty analytics are essential, the formula isn’t just math. The real equation looks more like this:

Trust + Belonging + Experience = Loyalty

This means loyalty program design can’t stop at rewards. It must weave together brand storytelling, emotional triggers, and community touchpoints.

And yes ! Your customer loyalty card or digital app still matters. But it should serve as an entry point to the bigger story, not the story itself.

Loyalty Program Design: Turning Rewards Into Identity

One of the biggest mistakes brands make is treating loyalty programs as an afterthought — slapping points on a receipt or handing out generic cards. But great loyalty program design is not just about utility, it’s about identity.

That’s why when Pepperstreet.co began their loyalty journey with CXForge, the conversation wasn’t only about rewards. It was about creating a program customers would be proud to carry and show off.

We didn’t stop at strategy , We designed their customer loyalty card to reflect their brand story. The card wasn’t just plastic; it became a symbol of belonging, a physical reminder that customers are part of something special.

✨ And here’s the strength we bring: At CXForge, we don’t just power the technology behind loyalty, We also craft the visual identity. From digital passes to premium physical loyalty cards, We design them in ways that connect emotionally with customers while elevating the brand.

Why card design matters in loyalty programs:

• Identity over utility: A well-designed card isn’t thrown away — it becomes part of a customer’s wallet, lifestyle, and even social media posts.
  
  
  

• Brand consistency: The loyalty card acts as a miniature billboard that reinforces your visual identity every time it’s used.
  
  
  

• Emotional attachment: Customers feel special holding a card that looks premium and is personalized to them.

For Pepperstreet, the loyalty card design didn’t just unlock discounts. It unlocked conversations, pride, and a sense of being part of a movement.

Because at the end of the day, true loyalty isn’t about math or dusty coupons.
It isn’t about how many customer loyalty cards you’ve printed.

True loyalty is about people and the stories they carry with them, in their wallets and in their hearts. 💙

The Clock Is Ticking on Old Loyalty Programs

Traditional loyalty programs are on borrowed time. You can keep clocking it with points and cards or you can build movements where your customers don’t just earn rewards, they live them.

The brands that win in 2025 will be the ones that understand this simple truth:

Loyalty is no longer about discounts. Loyalty is about identity.