How Modern CPG Brands are Approaching Loyalty in 2025

Why Loyalty Matters More Than Ever in CPG 

CPG brands have long relied on third-party retailers to reach customers. The upside? Visibility in stores. The downside? A massive blind spot. SAP Emarsys says it best — brands “lose visibility into who their customers are, how they shop, and what keeps them coming back.” And that’s a problem when 41% of consumers expect personalized offers and deals.

That’s why more CPG brands are embracing DTC. With the growth of e-commerce and increasing pressure to own first-party data, 28% of marketers now sell directly, while another 64% mix direct and indirect channels.

Loyalty programs are fast becoming the connective tissue in this new model, empowering brands to build long-term value, deepen engagement, and take control of the full customer journey. AriZona Beverages recognized this opportunity with Club ’Zona, a loyalty program developed with Avex to foster direct relationships and strengthen brand affinity.

Building Club ’Zona: A New Loyalty Model for Modern CPG

While most CPG brands launch loyalty programs to move product, AriZona used theirs to build something deeper: a sense of belonging. 

As part of its digital transformation with Avex, the brand introduced Club ’Zona, a loyalty experience that embodies AriZona’s identity, community spirit, and cultural influence.

Club ’Zona is not a traditional rewards program. It is a membership offering built around exclusivity, connection, and access. For ninety-nine dollars annually, members receive carefully curated benefits that feel personal, intentional, and deeply aligned with the brand:  

• Free welcome box with goodies and an exclusive t-shirt

• Blossom Bucks: a $20 sign-up credit, 5% cashback, and free shipping on drinkarizona.com

• First Sip access: early drops of new and mystery products

• Exclusive gear: access members-only apparel and accessories

• A brand experience that goes beyond transactions

Club ’Zona didn’t follow the CPG loyalty playbook. It redefined it. AriZona turned a traditional rewards concept into a brand-driven experience that fans actually want to be part of. And the results prove it worked.

Since the launch of the program, members outperform non-members, with:

• 134% higher revenue per customer

• 217% more frequent purchases

These numbers are not just impressive — they’re proof that when loyalty is done right, it drives both emotional connection and bottom-line results.

The Strategic Value of Direct Loyalty

Direct loyalty programs provide brands with direct customer relationships, first-party data, and the ability to create meaningful, repeatable engagement beyond the shelf.

The financial impact seen with Club ’Zona is just one example of what’s possible. For brands willing to invest in loyalty as a long-term strategy, the returns extend far beyond repeat purchases and revenue increases. Direct loyalty delivers four key advantages:

A direct source of customer insight

Selling through retailers leaves brands in the dark. You might know what sold and where — but not who bought, how often, or why. A direct loyalty program changes that, giving access to individual behavior, preferences, and engagement. This data fuels smarter segmentation, personalized messaging, and product innovation, ultimately driving stronger customer relationships, higher retention, and long-term revenue growth.

A driver of lifetime value, not just repeat purchases

Loyalty is not just about getting customers to return. It is about making every return more valuable. According to Capital One Shopping’s Brand Loyalty Statistics, returning customers spend 67% more than new ones, and even a 5% increase in customer retention can boost profits by 25% to 95%. Club ’Zona proves this in practice, with members delivering a 134% higher customer lifetime value compared to non‑members. 

A scalable brand-owned channel

Direct loyalty gives CPG brands a channel they control, one that is not dependent on retailer promotions or rising ad costs. It creates a flexible space to launch products, tell stories, engage communities, and deepen customer relationships without relying on third parties.

A platform for emotional connection and differentiation

Beyond rewards, loyalty programs can become an extension of the brand’s identity. When designed around access, belonging, and cultural relevance, they foster emotional loyalty that goes beyond repeat purchases. The best programs reinforce what the brand stands for and invite customers to be part of that story.

Loyalty Is the New Shelf Space

At Avex, we help high-growth and enterprise brands across industries transform loyalty into a strategic advantage. From launching paid membership models to building community-first programs, our team combines deep eCommerce expertise with brand-first thinking to create loyalty experiences that drive measurable results.

Let’s build something your customers want to come back to. Reach out to start the conversation.