Loyalty Rewards Cards Need to Offer Benefits Customers Can Easily See

Loyalty programs are increasingly being adopted by businesses as a way to retain customers. One common approach is the use of loyalty rewards cards, which allow customers to collect points and exchange them for various benefits.

However, having a loyalty program does not necessarily mean customers will continue to use it. Rewards that are difficult to earn, overly complicated rules, or points that cannot be redeemed easily can discourage customers from engaging with the program.

The Antavo Global Customer Loyalty Report 2026 found that 49.1% of consumers are frustrated by how long it takes to earn rewards. Another 41.1% said they feel frustrated when their points expire before they have a chance to use them.

The same report also found that 27% of points earned by customers in 2025 went unused. This suggests a gap between the points customers accumulate and the actual value they receive from a loyalty program.

Convenience Is an Important Part of a Loyalty Program

Customers generally want to know three things when they join a loyalty program: how many points they have earned, which rewards are available, and when those points can be redeemed.

Making this information easy to access can help customers understand the benefits of a program. By contrast, lengthy processes or complicated rules can discourage them from using the points they have already accumulated.

This is also relevant to businesses in Indonesia. A study involving 148 minimarket customers in Indonesia found that ease of use influences the use of loyalty rewards programs and customers' intention to make repeat purchases.

The study also highlighted the role of digital applications and payment systems in helping customers monitor and redeem their points more conveniently.

Too Many Options Can Also Create Problems

Businesses have various ways to develop loyalty rewards cards, including points systems, vouchers, and different membership tiers. However, the more options a program offers, the more important it becomes to keep the overall experience easy to understand.

The EY Loyalty Market Study 2026 identifies complexity as one of the challenges facing loyalty programs. Consumers are paying greater attention to how easily they can track their rewards and how quickly they can access the benefits they have earned.

For this reason, businesses need to consider the customer experience when designing their loyalty mechanisms. Even attractive rewards need to be supported by a clear process so customers understand how to earn and redeem them.

Relevant Rewards Can Strengthen the Customer Experience

Loyalty rewards cards can serve a broader purpose than simply awarding points. Transaction data can help businesses understand purchasing habits and determine which rewards are most relevant to their customers.

For example, customers who regularly purchase a particular product could receive benefits related to their purchasing habits. This approach can make the loyalty program more relevant while giving customers an additional reason to continue using it.

For businesses, loyalty rewards cards can become part of a customer retention strategy when the program is designed around convenience, value, and customer behaviour.

Rewards that are easy to understand and use can help customers recognise the value of each transaction they make.