Loyalty marketing has evolved significantly since the days of paper punch cards. What was once a basic transactional exchange — buy nine, get the tenth free — has become a more creative and strategic discipline. Today’s customers expect more than discounts. They’re looking for experiences that feel personal, rewarding and worth their time.
This shift reflects broader changes in consumer behaviour, data privacy, and digital engagement. The future of loyalty isn’t just about offering something in return. It’s about creating a sense of connection. That’s where platforms like Tonza Deals are helping businesses stay ahead.
Passive points to active play
Traditional loyalty programs often rely on accumulating points over time. They serve a purpose, but they’re rarely exciting or shareable. Increasingly, brands are exploring interactive formats to keep customers engaged from the first visit.
With Tonza Deals’ spin-to-win feature, businesses can:
- Instantly reward customers in a fun and memorable way
- Collect email addresses through opt-in participation
- Encourage repeat visits and stronger brand recall
- Drive upsells through rewards
It’s a shift from background loyalty mechanics to a more visible and engaging part of the customer journey.
The rise of voluntary data
With growing awareness of data privacy and the limitations of third-party tracking, marketers are rethinking how they collect and use customer information.
Third-party cookies, which let advertisers track users across different sites, are facing increasing restrictions in browsers like Safari and Firefox, and Google Chrome is expected to follow (albeit more slowly than once promised). But what’s often misunderstood is that not all tracking is going away.
The most valuable data is what customers willingly hand over. That’s where zero-party data comes in: email addresses, preferences, and behaviours shared directly through interactions like Tonza Deals’ spin-to-win feature. Customers provide their email and engage with your brand in exchange for something fun and valuable — a prize, a discount, or a memorable moment.
At the same time, first-party tools like the Tonza Pixel give businesses insight into on-site behaviour without relying on third-party cookie networks. This pixel lets you:
- Retarget people who interacted with your Tonza Deals campaign
- Track how they engaged with your site before and after spinning the wheel
- Build a smarter follow-up sequence through email or paid ads
It’s about creating a more transparent, brand-owned relationship with your customers, not relying on data from someone else’s platform.
More than retention
Loyalty is no longer just a retention tool. When done well, it becomes part of your marketing engine. A customer who spins and wins is more likely to talk about it, share it, and return. These small moments add up to stronger brand awareness and longer-term customer relationships.
Looking ahead
Loyalty programs are becoming:
- More interactive, with gamified experiences that capture attention
- More personalised, thanks to real-time data and smarter targeting
- More integrated, bridging the gap between marketing, sales and service
If your loyalty strategy still revolves around points and punch cards, it may be time for a refresh. The next chapter is about creating loyalty through engagement — and tools like Tonza Deals are making it easier than ever.