The world of loyalty marketing is undergoing a silent revolution. According to the 25th Conference of the Loyalty Observatory of the University of Parma, held in October 2025, 90% of Italian companies agree that loyalty programs must shift from simple rewards to concrete services, integrating experiences across the entire customer journey. However, there is a massive obstacle: customers no longer want to share their personal data. In an era of GDPR, privacy scandals, and daily spam from call centers and various advertisements, asking for emails, preferences, or purchasing habits seems like a losing battle from the start. In this regard, the Observatory highlights that Gen Z participates less (45% vs. a 63% average) in food programs, specifically due to concerns over data sharing. Yet, without profiling, there is no personalization – and without the latter, loyalty remains a cost, not an investment.
How can we overcome this? Clear indications are provided, supported by 250 companies and 1,200 interviewed consumers. Here are the strategies that work:
1. “Smart” Gamification: data as a game, not an obligation
The Observatory confirms: gamified missions and surveys increase opt-in rates by 30–40%. These are not boring forms, but interactive quizzes that unlock progressive rewards.
A concrete example from MySarca (our 2024 CNCC award-winning case): the “Complete Profile” mission that awards bonus points. The result? 80% of users complete their profile within 30 days, with a +25% increase in redemption. Cristina Ziliani, Scientific Director, states it clearly: “Loyalty is evolving towards mobile touchpoints where the app is critical.
2. Radical Transparency: “Data = less spam, more value
70% of Italians share their data only if they understand the immediate benefit. The solution? Dynamic preference centers with clear explanations: ‘Update your preferences → receive only promos that interest you (–80% useless emails).’
The Observatory also notes that food and grocery are winning (participation >60%) precisely because they link data to tangible savings, which are highly valued in these categories.
3. Zero-party data: ask, don’t extract
Goodbye passive behavioral tracking. The Observatory promotes zero-party data: voluntary preferences collected via micro-tasks. Examples:
- ‘Like/dislike’ on images (products, colors) → effortless segmentation.
- Post-purchase survey: ‘What did you like?’ → 5 points + qualitative insight.
- Member-get-member missions: invite a friend → enriched profile.
4. Services, not just points: the shift that convinces
The Observatory reaffirms: ‘From giving prizes to providing services.’ Customers share data for real utility:
- Checkout priority for Gold profiles.
- Bookings for exclusive experiences.
- Personalized assistance via app chat. The Observatory reports: programs that offer services see a +20% retention rate
5. Mobile touchpoints: the app as a hub
Apps will become the primary channel” (Observatory 2025); they are the omnichannel nerve center of the loyalty program: they unite physical, digital, and data in a single mobile touchpoint. Users who install the app and register are more engaged and respond better to contextualized push notifications:
- Update profile → flash coupon.
- Zero-party data: quizzes, preference centers → voluntary profiling (+40% opt-in).
- Native gamification: badges, challenges, progress bars → +30% engagement.
Key lesson for 2026
The data from the 25th Loyalty Observatory Conference serves as a beacon: data-driven loyalty requires absolute trust. It is no longer about extracting data, but about co-creating mutual value. The Observatory quantifies this: programs featuring gamified mechanisms and transparency see a +42% opt-in rate and a +28% average retention compared to traditional ones. Cristina Ziliani summarizes: “Customers want services that solve their daily needs, not just discounts.” For retail and grocery companies, this means rethinking onboarding: from a simple “sign up for points” to a gamified journey where every shared data point unlocks a tangible benefit.
At LiberActa, we know this well: with BmarkEn, we transform reluctance into partnership. Opt-in rates up to 65%, complete profiling at 80%. Ready to make your data a strategic ally? Contact us for a demo at info@liberacta.com