On May 22nd, we hosted the second edition of Loyalty Summit; our biannual summit for leaders in Sales, Marketing, CRM, Trade Marketing, and Engagement to explore modern loyalty strategies in a rapidly evolving landscape.
This year, over 1,000 attendees joined us for a full day of insightful discussions, valuable connections, and thought-provoking ideas. With a packed agenda featuring keynotes, panels, and fireside chat, we’re excited to share seven standout lessons from Loyalty Summit 2025.
Before we dive in, a heartfelt thank you to our sponsors who made it all possible:
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- Gold: Red Hat, Pluxee, and Braze
- Silver: Zoho, Qiscus, Giftee, Mimin, INTIKOM, BOSNET, Infobip, Mekari, Sprint Asia, and ADA
7 Key Takeaways from Loyalty 2025
1. Loyalty isn’t bought; it’s built
Tada CEO Antonius Taufan opened the summit with a hard truth: most loyalty programs don’t fail because of bad technology; they fail because of poor design. Backed by over a decade of experience, he shared that 77% of loyalty programs don’t survive past two years, largely due to brands relying on points instead of building meaningful customer behavior.Highlighting brands like Starbucks, Amazon, and Shopee, he emphasized that loyalty must be behavioral, not transactional. Great programs reward habits, reduce friction, and create systems that customers actually want to belong to.
2. From ‘discount’ to ‘connection’
Retail expert Yongky Susilo reframed the conversation around loyalty with a powerful insight: “Discount is training for disloyalty.” He reminded the audience that 95% of decisions are emotional, and real brand loyalty is built through emotional connection, not just offers.
In the age of imagination and experience, brands that win are those that move from price-cutting to purpose. It’s not about the wallet; it’s about the heart.
3. Different stakeholders, different loyalty
Channel loyalty isn’t just about offering rewards, it’s about understanding who you're speaking to at every level. In her session, Driving Loyalty Across Channels, Enjelita Jahja, President Director of Castrol Indonesia, shared what it really takes to engage a diverse ecosystem: mechanics, workshop owners, sales advisors, even end consumers.
Her message was clear; loyalty isn’t one-size-fits-all. Each stakeholder comes with different needs, expectations, and levels of engagement. From mechanics on the ground to distributors managing multiple brands, relevance is key. The biggest takeaway? Empathy is the foundation of loyalty. The more you understand your channels, the better you can build programs that stick; even in the face of fierce competition.
4. Messaging is the next frontier of customer engagement
Aldo Rambie from Meta took the stage to spotlight a powerful shift: messaging is the new front door to customer engagement. With over a billion people messaging businesses every week, platforms like WhatsApp are no longer just optional; they’re essential.
His message? Customers expect conversations, not campaigns. From discovery to re-engagement, messaging isn’t just faster; it’s more personal, more scalable, and more human. People don’t just want answers; they want relationships. WhatsApp meets them where they already are, turning daily interactions into brand moments that build trust, drive conversions, and deepen loyalty. The future of engagement? It starts with a message.
5. Loyalty that blends into everyday moments
For banks and financial institutions, customer experience is the real battleground. That was the message from Suparta Sarkawi (SVP at UOB) and Tania Endah Budhi (SVP at Adira Finance), who emphasized that the most effective loyalty programs don’t feel like programs at all.
Instead, they blend seamlessly into daily routines; like paying bills and unlocking free groceries, ride experiences, or other lifestyle perks without even thinking about it. These frictionless moments of delight, tailored to the rhythms of real life, are what transform loyalty from a transaction into a relationship. The magic? It’s in the personal, unexpected touches that make customers feel seen and valued.
6. Execute, don’t excuse
Adrian Baskoro, Route to Market Strategist and former FMCG executive, opened his session with a powerful mantra: "Execute, don’t excuse." He highlighted a crucial shift in business thinking; strategy alone sets the direction, but execution is what truly drives impact. Personalization, omnichannel journeys, and gamification are no longer optional tactics; they are essential tools to transform loyal customers into passionate brand advocates.
He also warned against the trap of fixating on competitors. When companies focus too much on what others are doing, they become reactive. But by turning their attention inward to their own market and customers, they unlock innovation and long-term growth. This mindset shift is key to moving beyond survival mode and creating meaningful, sustainable customer loyalty.
7. Loyalty in Indonesia’s fragmented trade channels
Ruli Tobing shared a powerful insight about loyalty in the traditional wholesale sector: it’s not just about reaching as many outlets as possible, but about nurturing long-term, mutually supportive partnerships. He stressed that building these relationships is the real strength behind successful distribution.
As the market rapidly shifts with the rise of modern trade and new distribution channels, Ruli highlighted the need for businesses to adapt. Flexibility and targeted strategies are essential to stay relevant and thrive in this evolving landscape; reminding us that loyalty must grow alongside change.
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