Flexible Loyalty: Consumers Shifting Values as the Landscape Changes

The Wise Marketer released a new research report today, created in conjunction with Engage People. The report, titled “Flexible Loyalty: Consumers Shifting Values as the Landscape Changes,” is the latest release in a longitudinal study covering the past five years.

The report reflects consumer opinion on trends in loyalty program reward redemption and the future of loyalty currency. It is now available for download at The Wise Marketer and Engage People, and includes these key findings:

• Consumers express clear demand for flexibility within loyalty programs as 96% of respondents value the ability to select when and whether they redeem points.
• 79% of respondents reported using Pay with Points (PwP) at checkout in-store and online, which is double the amount from two short years ago in 2023.

The survey was conducted among 752 U.S. based consumers in August 2025 and underscores how the loyalty program landscape is constantly shifting. The ability to use points at the physical Point-of-Sale or in online shopping carts as part of a purchase transaction, was an unfamiliar payment method in earlier surveys, but has become a mainstream redemption choice according to findings in the 2025 report.

 The top three factors driving loyalty program redemption changes are:

• Flexibility (96%) – How points are redeemed is an important consideration when choosing a retailer.
• Cost (71%) – A strong incentive to save money on purchases through points.
• Access (54%) – Consumers value retailers who enable PwP at the point of checkout.

“Loyalty today is shaped entirely by consumer expectations and those are higher than ever across the entire ecosystem,” said Len Covello, CTO of Engage People. “Technology allows us to unify rewards across brands and platforms, giving consumers the choice, convenience and purchasing power they expect. But it goes beyond flexibility. When rewards feel meaningful and easy to use, the relationship becomes more than transactional—it becomes a source of real, lasting value that keeps people coming back. We believe that Pay with Points (PwP) is a great way to deliver meaningful rewards to consumers.”

Last year’s research underscored how financial-based rewards, including PwP, have become increasingly essential for driving retention and sustaining consumer engagement. This year’s findings further emphasize the importance of PwP, consumers’ growing interest in new flexible redemption options, and the continued shift that is turning loyalty programs into a form of currency.

PwP is now a core expectation in loyalty ecosystems, as consumers wish to make purchases that align with their individual needs. Bill Hanifin, CEO of Wise Marketer Group, commented, “Brands are always seeking to build strong emotional ties with customers and the research showed that these bonds, based on shared values and experiences, go far beyond product features. Today, consumers are prioritizing practical, real-world applications of loyalty points that help manage everyday expenses. The emotional and financial elements of loyalty programs are converging as Members are using rewards to preserve capital and improve their quality of life.”

About Engage People

Engage People is the only loyalty network that enables program members to pay with points directly at checkout. The global technology provider connects loyalty programs with global payment systems and online retailers and covers 100% of the top purchase categories in North America.

Leading banks and retailers around the world rely on Engage People for its first-of-its-kind loyalty network and pay-with-points capabilities. Engage People is headquartered in Toronto, Ontario, Canada and has offices in the U.S., Canada, and Italy. For more information visit: www.engagepeople.com.

About Wise Marketer Group

Wise Marketer Group (WMG) is a global customer engagement and loyalty media company that delivers timely and unbiased publishing, research, and educational products to a worldwide audience of marketing professionals. The Wise Marketer online publication is the most widely read news source for customer engagement and loyalty marketers.

The Loyalty Academy is the only source for marketers to earn the Certified Loyalty Marketing Professional™ (CLMP) designation through comprehensive education and corporate training programs. WMG has two decades of experience covering, commenting on, and educating loyalty practitioners with a readership base and network of CLMPs in 130 countries. For more information, visit: www.thewisemarketer.com.

Download “Flexible Loyalty: Consumers Shifting Values As the Landscape Changes” by submitting the form below.

Stay. Loyal. Always.