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New U.S. tariffs are back in the headlines—and once again, brands are scrambling to rethink pricing and cost structures. But let’s be honest: this isn’t a one-off. Trade restrictions, inflation, and supply chain disruptions have become the new normal. In this new reality, agility isn’t a nice-to-have—it’s how you stay in the game.
71% of global executives say their companies have been significantly impacted by trade restrictions or tariffs in just the past year (KPMG Global Supply Chain Trends Survey, 2024).
So, where do loyalty programs fit into all this? Right at the center. They’re no longer just about customer retention or feel-good perks. When designed right, loyalty programs become strategic levers—helping brands maintain value perception, influence customer behavior, and create stability in a volatile world.
Tariffs and rising costs force tough decisions: pass the increase to customers or absorb the hit to margins. Either way, brand value takes a hit—unless loyalty steps in.
Responsive programs can soften the blow by:
But timeliness is everything. These tactics only work if your loyalty platform can activate them quickly, often at the regional or SKU level, with minimal development time or downtime.
When external factors disrupt sourcing or fulfillment, loyalty can do more than retain customers—it can redirect them. Leading brands are using loyalty programs to:
These strategies need more than good ideas. They require infrastructure that can change earn/burn rules on the fly, integrate new content, and deploy personalized offers, without weeks of lead time. In short, your loyalty platform should be as agile as your supply chain.
Markets shift—and customers shift with them. Volatility creates unpredictable behavior. Consumers become more cautious, quicker to try new things, and more willing to switch for convenience or savings.
76% of consumers say their brand loyalty is harder to maintain due to rising prices and shifting priorities (Salesforce State of the Connected Customer Report, 2024).
To keep up, your loyalty program should be just as fluid:
Take Domino’s, for example. The brand revamped its loyalty program and launched a strategic delivery partnership with Uber Eats to meet shifting consumer preferences. The result? A 2.8% increase in U.S. sales. (Source)
Agility isn’t just about speed—it’s about context. And it’s about empowering your teams to respond in real time when markets, behavior, or operations change overnight.
In times of uncertainty—economic, political, or operational—your loyalty program becomes a constant. It’s a direct, always-on connection to your best customers. And when managed thoughtfully, that connection builds trust.
The strongest programs:
In unpredictable markets, loyalty becomes the anchor. Not flashy. Just steady.
In tariff-heavy, resource-limited environments, brands can’t afford to go it alone. Strategic partnerships and loyalty coalitions aren’t just smart—they’re necessary. They help brands expand reach, increase relevance, and add value across ecosystems.
Examples include:
These aren’t gimmicks. They’re strategic diversification plays. And they only work if your loyalty platform supports easy integrations and flexible configurations.
Capillary Technologies empowers brands to build agile, AI-powered loyalty programs that respond in real time to market volatility. With modular solutions like Loyalty+, Engage+, and Insights+, brands can quickly launch targeted campaigns, adapt earn-and-burn rules, and personalize engagement across channels—ensuring customer trust and value stay intact, even when the market doesn’t.
Tariffs, supply chain shocks, and shifting consumer behavior aren’t going away. But loyalty programs—when built on agile, responsive platforms—can help brands navigate these changes with confidence.
The best programs today aren’t static or transactional. They’re living ecosystems—designed to move with the business, respond to market forces, and build real-time trust.
Because when everything else is in flux, loyalty can be your most stable and strategic lever.
June 10, 2025 | 4 Min Read
Tariffs and market shocks aren’t slowing down—so your lo