Introduction: The New Target—Retail Loyalty Programs
We all love a good loyalty program—free points, exclusive discounts, the occasional birthday surprise. And guess what? Cybercriminals love them too.
In 2025, one of the most alarming trends we’re seeing is a sharp rise in phishing attacks and account takeover attempts targeting retail loyalty programs. These are the programs offered by your favorite brands—think clothing chains, electronics stores, grocery giants—where customers rack up points over time.
If you're in retail or managing email for a retail business, this is your heads-up: loyalty accounts are now hot targets for phishing, and traditional security approaches just aren't cutting it anymore.
So let’s break down what’s happening, why it matters, and most importantly—how to protect your customers and your brand from these evolving email-based threats.
Why Loyalty Accounts?
Loyalty accounts seem harmless, right? They don’t store credit card numbers (usually), and they don’t feel as sensitive as bank accounts. But they’re surprisingly valuable:
Stored value: Many programs allow point redemption that equals real money.
Personal data: Full names, emails, phone numbers, addresses, sometimes even birthdays.
Weaker security: Many customers use weak passwords and reuse them across platforms.
Low visibility: People rarely check their loyalty account activity—so breaches go unnoticed.
That makes them low-hanging fruit for attackers.
The Phishing Evolution: 2025 Edition
Attackers are no longer sending sloppy, broken-English phishing emails. In 2025, phishing has leveled up thanks to AI tools and clever social engineering. Here’s how attackers are targeting loyalty accounts:
1. Fake Redemption Emails
Subject lines like “🎉 You’ve unlocked a $50 reward – claim now!” are too tempting to ignore.
These emails link to fake login pages mimicking the brand’s website.
Once a customer logs in, attackers steal credentials and clean out the account.
2. Lookalike Domains
Domains like
myretailpoints.comorretailrewards-update.comlook legit at a glance.These are often used in phishing campaigns that slip past basic spam filters.
3. Compromised Brand Emails
If a brand’s email domain isn’t properly authenticated, attackers can spoof it.
Customers receive emails from what looks like the official brand, making phishing more effective.
This is where DMARC, SPF, and DKIM come in—and where many brands still fall short.
Real-World Examples (Recent as of April 2025)
A popular beauty brand experienced a phishing wave where emails promised 1000 bonus points. Over 15,000 accounts were compromised.
An electronics retailer had its subdomain spoofed due to misconfigured DMARC policy. Thousands of phishing emails were sent from a fake email.
A global coffee chain saw phishing attacks targeting mobile app users through QR codes leading to spoofed login pages.
The pattern? These brands had either:
Weak or no DMARC enforcement,
Outdated email security policies,
Poor visibility into phishing attacks.
So, What Can Retailers Do?
Let’s get into the practical side—how you can defend your brand and your customers.
1. Enforce DMARC with a "Reject" Policy
If you're not using DMARC (Domain-based Message Authentication, Reporting & Conformance) or it's set to "none," it's time for an upgrade.
Why it matters:
DMARC helps block spoofed emails from being delivered.
It tells receiving servers: “Only trust emails that pass SPF and DKIM.”
What you should do:
Move toward DMARC enforcement (quarantine → reject).
Monitor reports regularly.
Use tools (like ours!) to visualize and manage DMARC records easily.
2. Use BIMI for Visual Trust
Brands can now display verified logos in email inboxes using BIMI (Brand Indicators for Message Identification). It’s like putting a blue tick next to your emails.
Why it helps:
Adds visual trust to legit emails.
Makes phishing emails more obvious by comparison.
3. Tighten Login Security
Loyalty accounts are usually accessed with just a username and password. That’s no longer enough.
Here’s what to implement:
2FA or MFA (Two-Factor Authentication)
Device fingerprinting
Login alerts via email or SMS
Even if credentials are stolen, attackers won’t get in easily.
4. Educate Your Customers
Security isn’t just your IT team’s job. Your customers need to be in the loop.
Tips for educating users:
Add banners on your login page: “We never ask for your password via email.”
Send friendly emails with phishing awareness tips (e.g., how to spot fake reward emails).
Show examples of real vs. fake emails on your help center.
5. Monitor for Lookalike Domains
Phishing domains often mimic your brand closely. Tools like domain monitoring or brand protection services can alert you when similar domains are registered.
Example: retailpoints-rewards.com is registered. That’s suspicious. Flag it, investigate it, and if needed, get it taken down.
6. Create a Phishing Response Plan
What happens when phishing succeeds? Have a playbook ready:
Step 1: Notify affected users immediately.
Step 2: Revoke access or force password resets.
Step 3: Work with your email security provider to block similar threats.
Step 4: Report the phishing domain.
What Users Should Know (Support Info for Your Knowledge Base)
If you're reading this as a retail customer wondering how to stay safe, here’s your quick checklist:
✅ Don’t click on “too good to be true” reward emails.
✅ Always check the sender’s email address carefully.
✅ Don’t enter your password on links sent via email—go directly to the website.
✅ Enable 2FA where possible.
✅ If something feels off, report it to the brand’s support team.
And if you're a customer of YourDMARC, we've got your back—monitoring for threats, keeping your domain safe, and helping you move toward full DMARC enforcement.
Final Thoughts
Loyalty programs are no longer just a marketing perk—they're digital assets. And just like any asset, they need to be protected.
As phishing tactics evolve in 2025, retail brands must rethink how they approach email security. It’s not enough to just send emails—you need to secure them too.
If you're unsure where your current email setup stands, now's the time to review your SPF, DKIM, and DMARC records. Not sure how? Reach out—we’re happy to help.