How Brands Use NFTs for Loyalty, Rewards, and Membership in 2025

NFTs have come a long way from the speculative frenzy of profile pictures and million-dollar jpegs. But in 2025, the narrative has shifted. Today, forward-thinking brands are using NFTs as functional assets – these tokens now power loyalty programs, unlock gated perks, and create persistent digital memberships that evolve over time. 

Whether it’s early access, gated content, or IRL rewards, NFTs are now part of the loyalty tech stack. And importantly, they’re delivering real engagement – not just hype.

Let’s explore how NFTs are changing the game for brand loyalty and customer retention, with examples that go beyond Web3-native projects.

Starbucks Odyssey: A Blueprint for NFT Loyalty

Starbucks launched its “Odyssey” program to expand beyond points and punch cards. Customers earn NFT-based stamps by completing activities – like trying new drinks or attending virtual events. These NFTs unlock unique benefits, like virtual classes or exclusive merchandise.

Why it works:

• Uses familiar UX (mobile app, gamified tasks)
• NFTs are hidden under the hood – no wallet setup needed
• Creates emotional connection through story-based challenges

It’s one of the cleanest examples of Web2.5: blockchain under the surface, with zero friction for the user.

Adidas ALTS: From Hype to Long-Term Engagement

Adidas shifted from limited drops to a more structured NFT membership program. ALTS, a multi-phase NFT initiative, gives holders access to:

• Exclusive merch
• IRL events
• Product votes
• Performance-based upgrades

What stands out:

• NFTs evolve over time based on user actions
• Emphasis on co-creation and feedback
• Physical and digital utility combined

It’s not just about drops anymore – Adidas uses NFTs to build a brand relationship that evolves with its community.

Lacoste UNDW3: Token-Gated Community Access

Luxury and lifestyle brands are also entering the space. Lacoste launched UNDW3 (Underwater), an NFT-based membership program offering access to private Discord spaces, behind-the-scenes content, and special collaborations.

The tokens act as your membership badge. No token? No access.

This model creates:

• Stronger community identity
• Premium gated content experience
• Direct channel between brand and top fans

Need help structuring something similar? Partnering with a firm like S-PRO ensures your Web3 infrastructure is built with longevity in mind.

Loyalty-as-Identity: How NFTs Shift the Model

Traditional loyalty systems are points-based and brand-controlled. NFTs flip this dynamic:

• The customer owns the asset
• Perks can be tied to rarity, activity, or status
• Tokens can be resold or used across ecosystems

Some loyalty NFTs now integrate into wallets as proof-of-loyalty badges. Others act like digital passports for event entry, community voting, or early product access.

Done right, it blends personalization with transparency. Brands know who’s most engaged, and users feel a sense of status and ownership.

Tech Choices Behind the Loyalty Layer

Behind every successful loyalty NFT is a well-structured backend. The right stack ensures:

• Gas costs stay low
• On-chain perks sync with off-chain CRMs
• NFTs are secure and metadata is updatable

Many brands use Layer 2 networks (like Polygon or Base), while others rely on custodial wallets or email logins to reduce friction.

Need guidance on integrating loyalty NFTs into your product stack? Explore services from web development companies or consult with a US-based tech partner who understands both enterprise software and Web3.

The Future of NFT Loyalty

We’re already seeing experiments in:

• Cross-brand loyalty NFTs (e.g., shared access between music festivals and travel brands)
• AI-generated loyalty perks (tailored to user habits)
• NFTs that adapt and change based on user behavior

The underlying thread? NFTs create new ways to reward, recognize, and retain your best customers.

As blockchain becomes part of the back-end, NFTs will power loyalty in ways traditional systems never could. But success depends on smart UX, real utility, and choosing the right tech.

In 2025, loyalty isn’t about accumulating points. It’s about giving customers something they want to keep.