Brands want their customers to be as passionate as sports fans. But do they know how to build that level of loyalty?
Think about how people actually become fans. Often it’s a moment: a parent handing a child team gear, a friend inviting someone to their first game, or a deafening uproar after a game-winning score. Each moment matters. And it’s not the shirt, the free ticket, or the win that makes a fan. It’s being part of a tradition, a community, an identity.
Here's what that reveals for brands: loyalty isn't built in the future. It's built in moments that matter today.
Most legacy loyalty programs are designed for the opposite. They ask customers to wait months for rewards that mean nothing now. They were built for an era without mobile apps, real-time feedback, or behavioral psychology, and focused on point accumulation rather than active participation.
Behavioral science is clear: people disengage when rewards feel distant. They lock in when moments feel immediate, and progress is visible.
Legacy Programs, Built on Delay
Most loyalty programs still work the same way they did 20 years ago. Earn 1 point per dollar spent, and once you’ve saved 200 points, you get a $10 discount. But based on average purchase cycles, most members won’t reach that threshold for months.
Merkle's 2026 Loyalty Barometer highlights that 32% of consumers abandon programs because rewards take too long to earn. When the reward is pushed into the distant future, interest fades. When value is immediate, momentum stays high.
Building Today’s Programs Around Moments
To build loyalty that lasts, brands need to think like communities. That means designing around three core principles:
- Make Progress Visible in Real Time
Fans always know the score, the standings, and what it takes to reach the postseason. That visibility keeps them invested. The report also shows that 43% of consumers find progress bars engaging. They are telling us directly: Show me where I stand. Make it visible.
Modern programs bring gamification front and center, through features like daily or weekly progress markers, visible streaks, and clear milestones toward the next tier. These mechanics drive consistent motivation, keeping your brand top of mind between transactions.
- Create Different Paths for Different Types of Members
The superfan in the front row is different from the casual viewer watching Sunday highlights. The collector is different from the fan who just wants to feel part of the crowd.
Yet most loyalty programs treat everyone the same: One point structure. One catalog. One standard loop.
Instead of optimizing for the average member, brands must design for specific consumer cohorts. The same research found that 34% consumers expect loyalty members to receive personalized recommendations based on what they buy, and 30% want recognition of loyalty status in communications. Introducing modular paths, tailored communication channels, flexible status mechanics, and choice in rewards gives members room to engage in their own unique way.
- Reward Moments of Belonging, Not Just Purchases
Being a fan doesn't stop when the final whistle blows. Fans wear team colors, talk about the games, and engage online. They stay passionate through winning seasons and losing ones. That’s the power of belonging: it transcends performance and transactions.
Traditional programs only acknowledge members at checkout. Modern loyalty connects more deeply across the entire customer lifecycle. According to the report, 54% of consumers are willing to share more personal information with a brand if they receive more relevant rewards, offers, or experiences in return.
Completing a preference quiz becomes a moment of participation. Sharing user-generated content becomes a milestone. Voting on new product concepts becomes real involvement. When you value these moments alongside purchases, members start to feel like insiders.
What Changes When You Focus on Moments Instead of Outcomes
When you build programs around moments instead of transactions, the underlying economics shift:
- You move from quarterly check-ins to weekly interactions.
- You gather rich behavioral intent, not just isolated purchase history.
- Lifetime value increases while abandonment plummets.
You stop buying short-term engagement and start building long-term loyalty.
When Loyalty Actually Sticks
Fans become fans for the moments: cheering on the couch with grandpa for his favorite team. Getting a “Go Buckeyes!” when you pass a fellow fan on the sidewalk. Singing “Sweet Caroline” with 50,000 strangers who somehow feel like friends.
The same goes for a brand’s customers. When your loyalty program is built on real-time progress, personalized pathways, and meaningful participation, members won't leave just because a competitor offers 10% off. They’ll stay because they belong.
