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Home / News / Analyzing the impact of loyalty card programs on customer behavior

Analyzing the impact of loyalty card programs on customer behavior

Written by: Joni Ekovich

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Analyzing the impact of loyalty card programs on customer behavior
Updated on: June 5, 2026
New research analyzing loyalty card programs in the Albanian retail market reveals a critical gap: while 68% of consumers know loyalty programs exist, only specific benefits, discounts and point accumulation, actually drive customer loyalty. This disconnect between awareness and engagement mirrors what we see daily in North American and Australian shopping centers, where programs proliferate but meaningful customer relationships remain elusive.
 
The Awareness Paradox
The Albanian study exposed a troubling reality: awareness doesn’t equal engagement. Retailers invested heavily in promoting their programs, achieving reasonable visibility, yet failed to convert that awareness into behavioral change. Why? Because they built one-size-fits-all programs that ignored what customers actually value. At CommunityRewards, we see this pattern repeat across shopping centers. Programs designed around operational convenience rather than customer preferences inevitably underperform, regardless of marketing spend.
 
What Actually Drives Loyalty
The research identified two benefits that statistically correlated with customer loyalty: discounts on purchases and accumulating points. Exclusive offers, personalized deals, and faster checkout processes? Statistically insignificant. This data challenges the industry’s obsession with personalization theater, ie: sending birthday emails, while ignoring the fundamental economics customers care about. Shopping centers need programs that deliver immediate, tangible value through rewards and create aspirational value through transparent systems that customers understand and trust.
 
“The Albanian market teaches us that customization without foundation is just noise. Build the economic value first, then layer personalization on top of benefits customers already want.”
— CommunityRewards Strategy Team
 
 
Joni Ekovich, Chief Marketing Officer
jonie@points4purpose.com
Points4Purpose