Zeta Global Japan (formerly Cheetah Digital) Releases "Trend Book 2026" Analyzing New Trends in Loyalty Programs

Zeta Global Japan Inc. (formerly Cheetah Digital Inc., headquartered in Minato-ku, Tokyo, Representative Director and President Emi Takimoto (Asaka), hereinafter "Zeta Global Japan"), a marketing technology company, has released the "Loyalty Program Trend Book 2026," which summarizes the latest trends and design philosophies of loyalty programs.

This book further develops the domestic program analysis accumulated through the highly acclaimed "Loyalty Program Chaos Map" series. It organizes domestic loyalty programs that were revamped between 2025 and mid-June 2026, and examines what actions, beyond purchases, leading loyalty program companies are evaluating and utilizing to build ongoing customer relationships.

Background

Loyalty programs are evolving from simple promotional measures that award points based on purchase amounts to mechanisms that foster long-term relationships with customers. In recent years, there has been an increase in programs that evaluate actions other than purchases, such as store visits, app usage, review submissions, event participation, community activities, and recycling.

In 2022, Zeta Global Japan released the industry's first "Loyalty Program Chaos Map," categorizing the programs of 55 domestic companies into seven types. The 2025 edition organized programs from 53 newly selected domestic companies, revealing that loyalty programs are shifting from point-based systems to those emphasizing brand experience and customer touchpoints.

The "Loyalty Program Trend Book 2026," released this time, goes a step further than simply organizing "what programs exist" to focus on the design philosophy: "Why do companies evaluate certain actions?" and "Which actions, when evaluated, deepen customer relationships?"

Actions that occur "between" purchases are not merely incidental touchpoints. They are crucial opportunities to increase the frequency with which customers recall the brand and to maintain and strengthen their connection with the brand. This book analyzes their value from the perspectives of customer growth paths and category recall theory.

Download Materials

Loyalty Program Trend Book 2026 (Full Volume, 48 pages)

Webinar to be held on 7/9 (Thu)

A webinar will be held to explain the "Loyalty Program Trend Book 2026."

Key Points of This Book

The "Loyalty Program Trend Book 2026" focuses on "Recognition (Behavioral Evaluation)," which acknowledges and evaluates diverse customer behaviors beyond purchases, among the elements that constitute a loyalty program.

Introduces 12 cases of domestic loyalty programs that have been or are scheduled to be revamped between 2025 and mid-June 2026.

Organizes over 100 behavioral patterns, including store visits, app usage, review submissions, event participation, and recycling.

Analyzes behavioral evaluation from three intentions: "decay prevention," "strengthening ties," and "creation of new triggers."

Explains that customer relationships are viewed in four stages, and the actions to be evaluated change at each stage.

Organizes CRM not just as management of purchase data, but as an investment to foster moments of recall and strengthen customer ties.

Zeta Global Japan will support marketing activities that enhance brand loyalty through the provision of cutting-edge loyalty program management solutions and consulting support services, while utilizing and developing the frameworks and insights included in this trend book.

About Zeta Global Japan Inc. (Changed name from "Cheetah Digital Inc." on April 1, 2026)

Zeta Global Japan Inc. (Zeta Global Japan) is the Japanese subsidiary of Zeta Global, which provides an integrated, AI-powered marketing platform based on intelligence, identity, and activation. In Japan, it offers four products: Cheetah Digital by ZETA (marketing automation tool), Loyalty by ZETA (loyalty program management tool), Grow by ZETA (interactive campaign management tool), and Liveclicker by ZETA (dynamic personalized content generation tool). In addition to solutions, its strengths lie in professional services such as consulting, production, and operation, supporting companies in providing personalized brand experiences.