4 Priorities for loyalty, promotions and incentives marketing in 2026

Discounting is tempting but erodes margin and brand equity. Here are the key steps towards a unified incentives marketing strategy that boosts the bottom line. Consumers are always on the lookout for a good deal. And with the sheer number of incentives, discounts, points and promotions now on offer – not just in the run-up to Christmas, but throughout the year – brands and retailers have taught them to become even more cost-conscious. So with 2026 on the horizon, how do brands secure loyalty and preference in consumers’ minds without joining in the discounting death spiral?