Marketing

Personalization with loyalty not grabbing traction despite profit potential

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July 8, 2025

Many big companies are failing to adopt personalized loyalty and promotions despite the potential for profitability with just over half, 56%, stating their organization runs personalized promotions.

That's a top finding from Harvard Business Review research sponsored by Talon.One, an incentives platform.

One in four companies have no plans to personalize discounts or promotions, according to a press release on the research.

At companies where personalization is layered into discounts and promotions 94% reported reaping rewards and 64% have seen increased sales as a result.

"This data highlights what we call the Personalization Paradox. Until businesses invest in personalizing promotions and can see the ROI directly, they won't grasp the business benefits and will be reluctant to push it up the list of strategic priorities. This means that today, too many brands still rely purely on blanket discounting – which eats into their margins and holds them back from improving customer engagement and loyalty," Christoph Gerber, CEO at Talon.One, said in the release.