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Time of India

MarTech+ #5: The smartest loyalty programs don't lock you in, they open doors

Dear Reader, Loyalty isn't about luring customers back anymore, it's about plugging into their lives. The loyalty domain has seen a radical shift from standalone programs to ecosystem thinking . Today's consumers expect value-on-demand, not brand-specific perks. Loyalty used to be a defensive play. Lock in customers. Limit choices. But customers have flipped the script, they want brands to offer access, not fences. To help them live better, not just buy more. Welcome to this edition of MarTech+ newsletter where we explore how technology is shaping marketing and consumer behaviour . Let's dive in. Loyalty is no longer a program. It's a platform. The best loyalty programs today aren't isolated apps with limited rewards. They're connected ecosystems—built on partnerships, API integrations, and value that shows up across your everyday life. Why loyalty needs a mindset reboot. Why you should care: Because when loyalty becomes a service layer, not a sales hook, it creates real stickiness. The glossary we all needed Introducing the MarTech Glossary. Let's face it, marketing jargon is expanding faster than MarTech tools. From CDPs and LLMs to zero-party data and journey orchestration, everybody in the MarTech universe has their own language. The MarTech Glossary is our attempt to decode it all, one buzzword at a time. Explore the MarTech Glossary Why you should care: Because clear language equals faster alignment, better briefs, and stronger strategy. The modern CMO's balancing act CMOs in India to prioritise CX, tech modernisation and innovation. According to a new IBM study, Indian CMOs are feeling the heat to drive revenue but face capability gaps in AI, data use, and talent. The path forward? Bold bets on customer experience , agile tech stacks, and business model redesign. Read the full study. Why you should care: Because the modern CMO isn't just a brand custodian they're a transformation leader. Quote of the Day Stories you might have missed Google launches AI Mode in India, redefining search AI video tools get sharper, spooking creatives Eric Schmidt warns: AI may soon outsmart humanity How a Nobel Laureate taught AI to think more like us—by mimicking mistakes Google Gemini's Veo 3 video model goes live in India Over to You Is your loyalty program/strategy keeping pace with customer expectations? Are you building an ecosystem approach or still optimising for points and tiers? What's your biggest challenge in making loyalty truly feel like value? Drop your POV on LinkedIn and tag us @ETBrandEquity, we'd love to highlight your thoughts in a future issue. See you next Wednesday, - Team ETBrandEquity