The loyalty market in Brazil generated revenue, only in the first half of 2024, R$ 5,2 billion, growth of 14% compared to the same period of the previous year. This is the estimated average annual growth rate up to 2026. The data is from the Brazilian Association of Loyalty Market Companies (Abemf)
Still according to the entity, the number of people in the country participating in loyalty programs has also been growing. In the most recent survey, regarding the first quarter of 2024, it was 315,9 million participants, increase of 3,1% compared to the same period of the previous year
This scenario is, mainly, the projection that in 2025 and 2026, according to Abemf, there will be growth, drive industry players to seek to understand what tends to motivate consumer adherence to loyalty initiatives.
Second survey conducted by Antavo, Global Loyalty Trends 2025, business expenses on loyalty reached the highest value in the last four years, with loyalty program owners allocating 31,4% of your total marketing budget for consumer loyalty and embracing artificial intelligence to further personalize your communications
This strategy helps to increase the revenue generated by the brands, once it is easier to seek the purchase recurrence of an already acquired customer than to seek new consumers
The Open Loyalty 2025 Loyalty Program Reports indicates, for example, three consumer preference trends: gamification, this is, rewards based on game logic; the rewards based on lived experiences; and, finally, the indication that the exclusive rewards – not necessarily monetary – must be memorable
Understanding these perspectives and the potential for expansion of the Brazilian loyalty market, a mining startup Alloyal, specialized in technologies for loyalty programs, has been innovating in the market and helping companies of all sizes in retaining and acquiring their customers by offering a personalized loyalty program solution
Recently, the startup announced a partnership with Azul Linhas Aéreas offering the possibility to exchange cashback accumulated from purchases in the companies' own apps for points in Azul Fidelidade
Alloyal wants to popularize loyalty in Brazil, bringing closer the partnership between major brands like Magalu, Amazon, LG, Burger King and several Brazilian pharmacies with companies of various sizes. Azul Airlines, for example, will allow these companies to offer a benefit that adds value to the user and acts as a major competitive differentiator, in addition to helping the Brazilian people to travel, argues the CEO of Alloyal, Aluísio Cirino
