Why are companies investing more in loyalty programs in 2026?

In an environment where acquiring new customers is increasingly expensive, brands have begun to rethink their strategy. Today, true growth lies not only in selling more, but in getting customers to return, buy more frequently, and become brand ambassadors.

For this reason, in 2026 loyalty programs have become one of the main strategic investments for companies in Mexico and Latin America.

But what’s driving this shift? Why are so many companies allocating more budget to customer loyalty than to acquisition? In this article, we explain the key reasons behind this trend.

Customer loyalty is no longer optional.

For years, many companies focused their efforts on attracting new customers through discounts, digital campaigns, and paid advertising. However, the market has changed.

Today we know that:

• Acquiring a new customer costs between 5 and 7 times more than retaining a current one.
• Repeat customers spend more than new customers.
• Buybacks generate financial stability.
• Loyalty allows us to predict revenue.

In this context, loyalty programs ceased to be “a bonus” and became a key growth tool.

What are companies looking for in 2026?

Brands no longer want generic programs. They seek solutions that directly impact their business metrics.

The main objectives include:

• Increase repurchase rates.
• Increase the average ticket price.
• Improve retention.
• Build real and segmented databases.
• Obtain information about customer behavior.
• Automate business and customer service processes.

This is where technology plays a fundamental role.

Data-driven loyalty programs

One of the main reasons why companies are investing more in loyalty is the use of data analysis.

A modern program no longer just awards points or prizes; it also allows:

• Analyze purchasing habits.
• Identify strategic products.
• Detect inactive customers.
• Create customized promotions.
• Measure the ROI of each campaign.

All of this is achieved through integration with tools such as CRM, OCR, Artificial Intelligence, and Machine Learning.

The role of Machine Learning in loyalty

Machine Learning allows loyalty programs to learn from user behavior.

This makes it possible:

• Offer benefits according to the customer’s profile.
• Recommend products intelligently.
• Adjust promotions in real time.
• Predict dropout or low activity.
• Improve the user experience.

Instead of offering the same incentive to everyone, brands can now reward strategically , optimizing their budget.

OCR and digitization of consumption

Another key reason for the growth in loyalty investment is the digitization of the purchase record.

Using OCR technology, companies can:

• Register tickets or invoices automatically.
• Validate information without manual processes.
• Reduce errors.
• Obtain reliable data.
• Accelerate point accumulation.

This has allowed sectors such as retail, hardware stores, mass consumption, agribusiness and construction to adopt loyalty programs much more easily.

The Call Center as part of the program

By 2026, the Call Center will no longer operate in isolation. Today, it will be directly integrated into the loyalty program to:

• User support.
• Support on point accumulation.
• Reward exchanges.
• Incident tracking.
• Direct communication with the client.

When the Call Center connects to the CRM and the loyalty program, the user experience improves significantly and the brand gains trust.

Clear benefits for companies

Investing in loyalty programs generates tangible benefits:

Benefit	Impact
Higher repurchase	Direct increase in sales
Customer retention	Less leakage
Consumer data	Strategic decisions
Advanced segmentation	More effective promotions
Automation	Less operational burden
Emotional loyalty	Long-term relationship

Loyalty programs as a competitive advantage

In highly competitive markets, price is no longer enough to differentiate oneself.

Companies with a well-structured loyalty program achieve the following:

• Staying top of mind for consumers.
• Create a consistent relationship.
• Avoid price wars.
• Building brand value.
• Strengthen your business ecosystem.

That’s why more and more companies are viewing loyalty as a strategic investment rather than an expense.

What types of companies are investing the most?

In 2026, loyalty programs are growing especially in:

• Retail and e-commerce
• Construction and hardware stores
• Agroindustry
• Logistics
• Mass consumption
• Financial services
• B2B Companies

For both end customers and sales force, distributors and channels , loyalty has become a central focus of the business.

Frequently Asked Questions (FAQ)

Does a loyalty program only work for large companies?

No. Today there are scalable programs that adapt to the size, budget and objectives of each company.

Is it necessary to have a CRM?

It’s not mandatory, but it’s highly recommended. A CRM allows you to make the most of the program’s data.

How long does it take to see the return?

Generally between 3 and 6 months, depending on the sector, communication and the mechanics of the program.

Can it be integrated with existing systems?

Yes. Modern programs can be integrated with ERP, CRM, web platforms, apps, or even WhatsApp.

The future of loyalty is here

Companies that understand the value of their customers are focusing on long-term relationships, personalized experiences, and data-driven decisions.

Therefore, in 2026, loyalty programs will not only continue to grow: they will be a key element for competing and scaling any business.

Do you want to implement a loyalty program in your company?

Schedule a meeting with our team and discover how we can help you increase sales, build customer loyalty, and transform your data into real results.

Daniel Velasco Rallo

Interested in learning more? Contact us