Loyalty Growth Playbook

What is the Growth Challenge?

Growth Is Harder to Earn

Retail leaders widely agree the current environment is more challenging than

the previous year. Yet the response across the industry has not been defensive.

63 %

Instead of reducing investment, organizations are reallocating budgets toward

initiatives that directly impact customer retention, revenue growth, and

operational efficiency.

Most companies expect marketing budgets to increase in the next fiscal year,

Believe the economic environment in 2025 is more challenging than in 2024.

while very few anticipate decreases.

The message from leadership teams is clear:

Growth investments are still happening—but expectations for measurable

business impact have increased significantly.

As growth becomes more difficult and customer acquisition costs rise, retail

organizations are placing greater emphasis on retaining and growing existing

64 %

customer relationships.

Implication for leaders —

Marketing and digital investments must now demonstrate:

•

Clear revenue contribution

Expect marketing budgets to increase in the next fiscal year.

•

Measurable ROI

•

Customer retention impact

•

Operational efficiency gains

Organizations that cannot demonstrate impact will struggle to maintain funding.

The Loyalty Growth Playbook