Chapter 4: Personalization and loyalty
Consumers expect tailored experiences; businesses need connected data
Consumers increasingly expect personalized experiences, like tailored recommendations and exclusive discounts. But some still view marketing based on their browsing or purchase history as intrusive. While loyalty programs are appreciated by many, others feel that brands often fall short of their expectations. At the same time, businesses are betting on advanced personalization to drive revenue growth in 2025. In Singapore, where mobile-first shoppers dominate, brands that deliver frictionless, personalized promotions across channels are the ones earning repeat business. Payment-linked loyalty is gaining traction as retailers seek to close the online-offline gap. However, without connected data systems and a unified commerce approach, many will find it difficult to meet shoppers’ expectations for consistent, streamlined experiences.
Finding 01
Consumer opinion is divided on personalization
When it comes to personalization, consumers are undecided. They say they want more personalized promotions from retailers; but not product recommendations. They expect tailored offers; but they also find data tracking by retailers, or AI, intrusive. Behind these contradictions is a clear message: Consumers are willing to share their data—as long as there’s something in it for them. This balancing act remains consistent with 2024, where Singaporean consumers also showed a strong desire for personalized discounts (69% ) alongside concerns about data usage. Discounts and meaningful promotions make the trade-off feel worthwhile.
Finding 02
Unified commerce businesses connect the data dots
While consumers may be conflicted about data tracking, retailers are clear on its value. Understanding customer behavior and preferences remains a top priority for driving revenue and loyalty in 2025, and payments data plays a key role. In Singapore, 90% of retailers say they use unified commerce, where online and in-store systems are connected to give a single view of customers and enable seamless transactions across all channels. This extremely high adoption of unified commerce platforms builds upon the 2024 findings where businesses in Singapore using such systems reported 14% higher revenue growth, underscoring the recognized benefits in this market.
Finding 03
Loyalty is not meeting expectations, yet
Loyalty programs work in theory. Consumers are drawn to brands that offer discounts through a loyalty program, and many are willing to download apps to get rewards. However, in practice, the experience is disappointing. Consumers often find programs to be more hassle than they’re worth and their rewards irrelevant. But there is cause for optimism. Businesses’ commitment to understanding and delivering more relevant experiences to customers grew by 37% year on year. So, customers can expect loyalty offerings to improve.
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