Why experiential rewards programs are on the rise

In July, Tru Earth, a brand that sells laundry detergent sheets, launched an interactive loyalty program. As part of this, it held a 30-day “Plastic Free July” challenge and asked customers to post a photo of a time they used non-plastic products over plastic ones. In exchange, customers got points they could swap for discounts.
Tru Earth’s program is emblematic of a bigger shift occurring in the loyalty space. Customers are used to loyalty schemes like “buy nine coffees and get the 10th free” or “earn one point per dollar and redeem 100 points for $5 off.” Now, new types of programs are cropping up that are more focused on experiences, VIP invitations and emotional ties to a brand’s mission.