UK shoppers want experiential perks that extend beyond discounts, Retail Technology Show research finds

Consumers’ loyalty expectations are shifting from discount-based rewards to experience led perks, according to research from Retail Technology Show (RTS). 

Its survey of over 1,000 shoppers by RTS revealed that 55% want retailers to do more with their loyalty programmes rather than just offering discounts.  

A further 54% now want experience-based perks, rising to two thirds of Millennials, while a quarter said being recognised as a valued customer is just as important as the financial benefits when becoming part of a loyalty scheme.

“As the cost of customer acquisition rises, and AI platforms take a greater share of discovery and engagement in shoppers’ buying journeys, retailers are pivoting their loyalty offerings to focus on retention and relevance,” says Matt Bradley, Founder & Event Director at RTS. “By offering brand rich loyalty experiences, retailers can offer deeper and more personalised perks that discount-only models simply can’t match.”

Seamless integration of loyalty programmes at the checkout, which allow shoppers to access cross-channel benefits at the point of payment, was the top way retailers could improve their loyalty experiences (41%).  This was followed by instantaneous rewards (39%) and more choice, by letting customers use loyalty credits across a wider range of brands or partners (31%).

With six in ten consumers reporting a lack of differentiation within loyalty offerings, retailers are moving away from just offering blanket discounts in a bid to add more value to customers.  It is also prompting retailers to experiment with how members unlock loyalty benefits outside of spending thresholds or purchasing value over time. 

Sportswear retailer, Gymshark, for example, introduced its first loyalty scheme last year, which allows users to earn points by “sharing and showing up” - from brand engagement to completing workouts in its app.  

New Look followed suit, unveiling its own scheme, Club New Look, which gives customers a blend of experience-based benefits, while Sephora’s MySephora members’ programme, often regarded as the gold standard in loyalty, offers tiers of personalised perks.

Sephora’s UK MD, Sarah Boyd, is confirmed to speak at RTS, which takes place at London’s ExCeL on 22nd and 23rd April. On day one, she will discuss how the beauty retailer taps into its community to drive hype and growth. From ambitious store expansion to viral social buzz and new loyalty strategies, Boyd will share how Sephora is building on its momentum to meet the needs of next-gen shoppers.

She will be joined by the likes of M&S Chairman Archie Norman, TALA Founder and digital broadcaster Grace Beverley, and Dragon’s Den star Touker Suleyman, who will lead the headline discussions across the two-day event. 

2026 RTIH Innovation Awards

Customer loyalty will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.