On 2-3 September 2025, Mexico City hosted the first ever LOMA Congress – a milestone event that placed loyalty strategies at the heart of the conversation in Latin America. For two days, brands, experts and practitioners came together to unpack what’s working, what’s evolving and where the region is placing its bets when it comes to customer connection.
Unlocking loyalty potential in Latin America’s largest markets
Mexico and Brazil have emerged as key hubs for loyalty innovation in Latin America, driven by a convergence of demographic scale, digital adoption and competitive market dynamics. Together, they represent 52% of the region’s population in 2025, offering a diverse consumer base ideal for testing advanced segmentation strategies and scaling loyalty programmes with meaningful behavioural insights.
The expansion of the middle class and rising digital engagement have accelerated formal consumption. Projected mobile internet penetration is 102% in Brazil and 107% in Mexico by 2025, creating fertile ground to capture habits, increase frequency and boost average spend. In Brazil, the average loyalty consumer spend already exceeds the country’s per capita market size, signalling that loyalty strategies are driving measurable impact.
Mexico shows high participation, with 77% of consumers engaging with at least one loyalty programme, but average loyalty spend remains below market potential
Source: Euromonitor International
This gap suggests that while adoption is strong, there is still room to strengthen incentives and deepen engagement.
Loyalty that performs
Some brands are already translating these principles into action, connecting with their audiences in ways that are relevant, personal and data-smart.
OXXO, the largest convenience store chain in Latin America, is a clear example. Through its Spin Premia loyalty programme, the brand is building genuine connections by collecting data thoughtfully without being invasive. Out of more than 13 million daily shoppers, 48% of sales are identified through the programme, allowing OXXO to understand its audience and serve them better across all channels, whether the customer is at home, on the move or inside the store, by delivering digital campaigns tailored to customers’ demographics, location and shopping habits to achieve higher conversion rates.
Liverpool, the department store chain, is also leaning into emotional connection by creating a cohesive user experience across all touchpoints. It’s telling compelling stories, mastering hyper-personalisation and delivering end-to-end service throughout its ecosystem. One initiative highlights the power of gamification and the use of AI and predictive analytics to turn data into personalised interactions. Every reward feels tailored and unique, while gamification transforms the brand relationship into an exciting journey, one where customers can progress, win and feel like they belong.
In a market defined by aggressive discounts and price-sensitive consumers, loyalty strategies like those of OXXO and Liverpool stand out to create value beyond price. By leveraging customer insights, brands can personalise offers, optimise inventory and manage operational costs more effectively. Loyalty programmes also enable smarter traffic generation, both online and in-store, supporting business goals even as margins are squeezed. Ultimately, loyalty isn’t just about rewards; it’s about building relationships that drive repeat visits and advocacy, offering brands a sustainable path to growth in a landscape where competing on price alone is no longer enough.
Payments and partnerships are driving engagement
Another standout theme from LOMA was the expansion of co-branded card models. Mastercard highlighted that these cards are becoming powerful vehicles to expand brand reach and convert loyalty into everyday engagement. The impact is clear with co-brand cardholders spending 3-6 times more than non-loyalty members.
Examples like AAdvantage, where 66% of mileage accrual is driven by co-branded cards, and Target, with 22% of total sales linked to its co-branded card programme, show how these ecosystems can generate significant business value. Fintechs like Bitso and Dotz are also helping democratise access, enabling more brands across different sectors and sizes to build loyalty through embedded payment experiences.
As embedded payments and co-branded ecosystems grow, AI will unlock the next leap, turning every interaction into insight. Loyalty’s future lies in knowing customers deeply enough to serve them meaningfully, across channels, moments and partnerships.
Read our briefing, Transforming Loyalty Strategies Through Start-Ups and Fintech Innovation, for in-depth trend descriptions, case studies and strategic recommendations.