From loyalty programmes to community building: how to maintain customer relationships

As customer acquisition costs rise and loyalty declines, retention becomes a key asset. According to recent studies, 52% of online shoppers no longer believe in lifelong brand relationships. In response, more retailers are launching their own loyalty programs to secure customer data and create personalized experiences. AI and automation make it possible to analyze this data in real time. But true loyalty isn’t driven by tech alone – it requires cross-channel strategies, from apps and newsletters to in-store and POS engagement. Building a community also means crafting compelling narratives across all channels. Brands that build strong communities also lay the foundation for circular models: resale, take-back, or sharing concepts thrive on trust and ongoing interaction. So how can brands create authentic loyalty strategies across fragmented touchpoints? And where’s the line between closeness and digital overreach? This panel explores how companies can use technology, purpose, and a holistic approach to build lasting customer relationships – while opening the door to more sustainable business models.