Loyalty programs have evolved far beyond the simple stamp cards or discount codes of the past. Today, they are essential tools that can double, even triple, repeat sales when executed correctly. After analyzing over 100 loyalty programs, we found that the top-performing ones share a few key traits—they build lasting relationships with customers through innovative strategies that go beyond just rewarding purchases.
The numbers speak for themselves: brands with well-designed loyalty programs can retain up to 60% of their customers, compared to just 12% for those relying on generic, one-size-fits-all models. So, what makes these programs so successful? It’s a combination of personalization, engagement, and a deep understanding of what drives customer behavior.
In this post, we’ll share 25 of the best customer loyalty program examples of 2025, sorted by type. We’ll also cover emerging trends, crisis-proof tactics, and actionable insights for building a program that can thrive in any business environment.
Which loyalty program type fits your business?
Before diving into the examples, it’s important to understand which type of loyalty program is the best fit for your business. While the programs highlighted in this post are proven to drive results, not every program will be suitable for every business. To help you decide, ask yourself the following 5 questions:
1. What is your average customer lifetime value (CLV)?
Programs that reward repeat purchases (like points-based or tiered programs) are often ideal for businesses with high CLV.
2. How frequently do your customers make purchases?
If your customers make frequent small purchases (e.g., food or retail), a points-based program could work best. For industries with fewer, higher-value transactions, tiered loyalty might be more effective.
3. Are your products or services high-end or more accessible?
Luxury brands may benefit more from tiered programs that offer exclusivity, while everyday consumer goods are better suited for points-based or subscription models.
4. Do your customers engage with your brand beyond purchases?
If your customers interact frequently on social media or contribute user-generated content, a community-driven program may be the way to go.
5. Is your focus on repeat customers or attracting new ones?
For businesses aiming to build customer loyalty, a hybrid model with both retention and acquisition tactics might be ideal.
Answering these questions will give you a clearer idea of the right program type for your business.
Best loyalty rewards program examples
We’re ready to dive into the first category—Tiered Loyalty Programs. These programs are especially effective in industries where customer lifetime value (CLV) is high, and they can create a sense of exclusivity and reward for top customers. Let’s explore some examples of brands that have perfected the tiered approach.
Examples of tiered loyalty program
Tiered loyalty programs reward customers based on their loyalty or spending over time, offering increasingly valuable perks as they move up through different levels. These programs work particularly well in industries where customer lifetime value (CLV) is high, such as luxury retail and travel. Below are examples of some of the most successful tiered loyalty programs and why they stand out.
1. Sephora Beauty Insider
About the program
Sephora’s Beauty Insider loyalty program is one of the most successful hybrid models in the beauty industry, combining a points-based structure with tiered levels. Members earn points on every purchase, which they can redeem for a range of beauty-related rewards, including trial-sized products, exclusive events, and access to limited-edition items. The program also features three tiers—Insider, VIB (Very Important Beauty), and Rouge—based on annual spend, with each level offering additional perks and access to more exclusive rewards. Sephora continues to evolve the program, launching a similar tiered system in the UK (MySephora) in 2024.
Why this program worked
Sephora’s ability to blend points and tiered rewards helps to drive repeat purchases and incentivize higher spend. The program thrives in the beauty industry where customers seek creativity, experimentation, and exclusivity. Sephora also fosters a strong sense of community through its “Beauty Insider Community,” where users can interact with other beauty enthusiasts, seek advice, and share their experiences. This community engagement not only builds brand loyalty but also strengthens customer relationships.
Perks/rewards
- Insider: Free birthday gift, early access to sales, and exclusive promotions.
- VIB: Free shipping, access to product launches, and invitations to VIB-exclusive events.
- Rouge: All the previous perks plus complimentary beauty services, private shopping events, and special discounts.
- Beauty Insider Community: Members can connect, share tips, and participate in discussions about the latest beauty trends and products.
Loyalty program performance
- 80% of Sephora’s total revenue comes from loyalty members, demonstrating the program’s impact on customer retention.
- 40% email open rate for birthday gift offers, significantly higher than the industry average.
- The Beauty Insider Community has led to increased engagement, with over 4 million members on Reddit’s r/makeupaddiction alone.
- Continual updates and tweaks to the program, like launching MySephora in the UK, ensure the program remains relevant and aligned with customer needs, helping to sustain long-term engagement.
2. American Express Platinum (paid tier)
About the program
The American Express Platinum card is a premium customer loyalty program that offers exclusive rewards aimed at frequent travelers and high-net-worth individuals. With a hefty annual fee, Platinum cardholders receive a wide array of luxury perks, including airport lounge access, concierge services, travel credits, and complimentary upgrades at hotels. Unlike traditional customer loyalty programs, the value is in the unique, personalized experiences rather than accumulating points.
Why this program worked
American Express has built a powerful brand for high-end customers by providing access to VIP services and experiences. The program’s success lies in offering real value—such as the concierge service, which helps cardholders access high-demand events or secure difficult-to-get reservations. The high renewal rate is evidence that customers find immense value in the privileges they receive, making the premium fee worthwhile.
Perks/rewards
- $200 annual airline fee credit
- Access to over 1,200 airport lounges
- Concierge service for booking travel, securing reservations, and fulfilling personal requests
- Complimentary upgrades at luxury hotels
- Exclusive access to private events (fashion shows, concerts, etc.)
Loyalty program performance
- 85% renewal rate for American Express Platinum members, showing high satisfaction and long-term value
- 6x more spend by Platinum cardholders compared to non-members, highlighting the program’s impact on driving higher customer expenditure
- Customer lifetime value increases significantly due to the premium service model, with members reporting higher engagement with the brand
Top Points-based loyalty program examples
Points-based loyalty programs allow customers to earn points for every purchase or interaction, which can later be redeemed for rewards. These programs are perfect for industries that see frequent, smaller transactions, such as food, retail, and cosmetics. They’re simple to understand and easy to implement, making them an appealing choice for businesses of all sizes.
3. Starbucks Rewards
About the program
Starbucks Rewards is one of the most successful points-based customer loyalty programs globally. Members earn “Stars” with every purchase, which can be redeemed for free drinks, food, and other exclusive rewards. The program is accessible through the Starbucks mobile app, which also allows members to place orders ahead, track their Stars, and receive personalized offers based on their purchasing habits. Starbucks also adds limited-time promotions, such as double Star days, which increase engagement and incentivize more purchases.
Why this program worked
Starbucks Rewards capitalizes on frequent, habitual purchases, turning a daily coffee run into an opportunity for customers to earn points. The simplicity of the program makes it easy for customers to understand and track their progress, while the app-based structure enhances convenience and engagement. The addition of “Double-Star Days” boosts engagement by incentivizing customers to make more frequent purchases to earn rewards faster.
Perks/rewards
- 10 Stars: Free standard coffee or tea
- 50 Stars: Free handcrafted drinks, salads, or sandwiches
- 150 Stars: Free merchandise, coffee beans, or exclusive rewards
- Bonus Stars: Earned through special promotions like “Double-Star Days” and personalized offers
Loyalty program performance
- Starbucks Rewards has over 30 million active members in the U.S. alone
- The program accounts for 40% of the company’s total sales, showing how effective it is at driving repeat purchases
- During Double-Star Days, Starbucks experiences a 25% increase in visits as customers try to take advantage of the promotion
For more examples of points-based programs that drive customer loyalty and repeat sales, check out our full list of top points-based loyalty programs.
Examples of subscription loyalty programs
Subscription loyalty programs offer customers exclusive access to products or services on a recurring basis, making them a powerful model for businesses looking to generate consistent revenue while building deep customer loyalty. The appeal of these programs lies in the promise of convenience, exclusivity, and sometimes cost savings. Companies that execute successful subscription models often see significantly higher customer lifetime value and greater retention rates.
4. Amazon Prime
About the program
Amazon Prime is one of the most successful subscription loyalty programs in the world, offering members a wide range of benefits for a fixed annual or monthly fee. These perks include free two-day shipping, access to Amazon’s streaming services (Prime Video and Prime Music), exclusive discounts, and early access to sales events like Prime Day.
Why this program worked
Amazon Prime’s success is driven by its value proposition and the vast array of services included with the membership. By bundling shipping, entertainment, and shopping benefits into one package, Amazon has created a highly compelling offering that customers feel is worth paying for. Prime’s impact on customer loyalty is immense—members spend significantly more each year than non-members, and the program has become synonymous with convenience and exclusivity.
Perks/rewards
- Free Two-Day Shipping: On millions of items
- Prime Video & Music: Access to exclusive movies, TV shows, and music
- Exclusive Deals: Early access to Lightning Deals and Prime Day discounts
- Prime Reading & Amazon Fresh: Access to ebooks and groceries in select areas
- Prime Day: An exclusive event that generates significant sales growth
Loyalty program performance
- $12B in sales during Prime Day, making it one of the biggest annual shopping events worldwide
- Prime members spend 72% more annually compared to non-members, demonstrating the program’s effectiveness at driving repeat purchases
- The program has grown to over 200 million members globally, cementing its position as one of the top drivers of Amazon’s revenue
5. Birchbox
About the program
Birchbox is a beauty subscription service that delivers personalized beauty samples to customers each month. Customers can choose from a variety of subscription options, receiving a curated selection of makeup, skincare, and haircare products based on their preferences. The program also includes a loyalty element, with points earned for each purchase made through the Birchbox shop.
Why this program worked
Birchbox thrives because it offers an element of surprise and discovery every month, keeping customers excited about their subscription. The personalized beauty samples create an ongoing sense of exclusivity, while the points system encourages repeat purchases. Additionally, Birchbox’s “Skip-a-month” option addresses one of the most common pain points in subscription services: cancellation due to a lack of interest or product overload.
Perks/rewards
- Monthly Beauty Samples: Tailored to the customer’s preferences
- Points System: Earn points for purchases, reviews, and social shares
- Exclusive Discounts: On full-size products in the Birchbox store
- Skip-a-Month Option: Flexibility for customers to pause their subscription without cancelling
Loyalty program performance
- The Skip-a-month feature has resulted in a 20% reduction in cancellations, as customers are able to pause their subscription rather than abandoning it entirely
- Birchbox has cultivated a high level of engagement with its personalized offerings, leading to higher retention rates among subscribers
Subscribers Spend 72% More Annually
One of the most powerful advantages of subscription loyalty programs is the recurring revenue model. Subscribers tend to spend significantly more than one-time customers due to the exclusivity, perks, and personalization offered. On average, members of subscription programs like Amazon Prime, Birchbox, and Costco spend 72% more annually compared to non-subscribers, highlighting the value of these programs in driving repeat purchases and enhancing customer lifetime value.
Best gamified loyalty program examples
Gamification uses game-like elements to increase customer engagement by turning everyday activities into challenges, rewards, and milestones. These types of programs keep customers coming back through positive reinforcement and the desire to achieve certain goals or unlock rewards. They’re particularly effective in industries like fitness, mobile apps, and food services where engagement is key to customer retention.
6. Nike Run Club
About the program
The Nike Run Club (NRC) is a mobile app that turns running into a competitive and social experience. Through the app, users can track their running activity, set goals, and compete with friends or other runners. The app rewards users with badges and trophies for hitting milestones, such as running a certain distance or achieving a personal best. Nike uses gamification elements to keep runners motivated, offering not only virtual rewards but also real-world incentives like exclusive product offers.
Why this program worked
Nike Run Club taps into the intrinsic motivation of runners by rewarding progress and offering recognition for milestones. Badges and leaderboards give runners a sense of achievement, while friendly competition with friends and community members drives continued engagement. By making the program social, Nike also adds a layer of accountability, which is proven to boost user participation.
Perks/rewards
- Badges for Milestones: Earn badges for reaching distance goals, completing challenges, and setting personal bests
- Leaderboard: Compete with friends and other runners based on distance or speed
- Personalized Feedback: Get tips and encouragement after each run to improve performance
Loyalty program performance
- 50% more workouts from users who engage with badges and milestones, showcasing the power of gamification to drive consistent engagement
- The community aspect of the app has resulted in millions of users sharing their running experiences, creating a viral effect that increases brand loyalty
7. Duolingo (Streaks)
About the program
Duolingo is a popular language-learning app that uses gamification to encourage daily practice. One of its most effective features is the “Streak,” where users are rewarded for learning a language every day. Losing a streak can cause a sense of loss, pushing users to return to the app to protect their streak. Duolingo also incorporates levels, badges, and leaderboards to further incentivize engagement.
Why this program worked
The streak feature taps into the psychological principle of commitment—once users build up a streak, they are motivated to return daily to avoid losing it. Duolingo has turned language learning into a game, where the challenge is not just to learn but to maintain a long streak. This drives frequent logins and keeps users coming back to build their progress.
Perks/rewards
- Streaks: Earn rewards and badges for maintaining a streak of daily language practice
- XP and Levels: Earn experience points (XP) and level up as you complete more lessons
- Leaderboards: Compete with friends and other learners to see who has the highest XP or longest streak
Loyalty program performance
- 3X more logins from users who are close to losing their streak, as the fear of losing progress drives users to re-engage with the app
- Duolingo has seen massive growth due to the addictive nature of streaks, with the app boasting over 500 million downloads worldwide.
Pro Tip: Use FOMO (e.g., ‘7 Days Left to Unlock’)
Incorporating FOMO (Fear of Missing Out) into gamified loyalty programs is a proven tactic for driving engagement and increasing participation. Whether it’s the excitement of a limited-time event (like McDonald’s Monopoly) or the pressure to maintain a streak (like Duolingo), FOMO can encourage customers to take action before the opportunity expires. Consider using countdowns, limited-time rewards, or exclusive unlockables to keep your audience coming back for more.
Examples of community-driven programs
Community-driven loyalty programs leverage the power of user-generated content (UGC) and social interactions to build deeper relationships with customers. These programs often focus on creating a sense of belonging and shared purpose, encouraging customers to become brand advocates and participate in the brand’s culture. They’re especially successful in industries like beauty, automotive, and lifestyle brands, where customer engagement and brand advocacy play a central role in growth.
8. Glossier
About the program:
Glossier, one of the top beauty and cosmetics loyalty programs, the beloved beauty brand, has mastered the art of building a community-driven brand. The company’s Glossier Community encourages customers to share their experiences and product recommendations, making them an integral part of the brand’s marketing. Through social media, particularly Instagram, Glossier has cultivated a loyal following by reposting customer photos and reviews, creating a sense of ownership and participation in the brand’s growth.
Why this program worked:
The power of Glossier’s program lies in its ability to turn customers into brand advocates. By reposting user-generated content (UGC), Glossier creates a highly engaged community of beauty enthusiasts who feel personally connected to the brand. This sense of community encourages customers to continue engaging with the brand, share their experiences, and contribute to the content that helps drive its success.
Perks/rewards
- Customer Reposts: Featured photos and reviews are shared on Glossier’s Instagram and website
- Exclusive Access: Early access to new product launches for top community contributors
- Product Samples: Occasionally sent to active community members who engage the most with the brand
Loyalty program performance
- 20% growth on Instagram due to the brand’s emphasis on user-generated content, highlighting the power of community engagement to drive social growth
- The program has helped Glossier build a strong and loyal customer base, with customers feeling like they are part of a larger movement rather than just consumers
9. Harley-Davidson H.O.G.
About the program
The Harley-Davidson Owners Group (H.O.G.) is one of the most successful community-driven loyalty programs in the automotive and motorcycle industries. H.O.G. connects motorcycle enthusiasts through events, exclusive content, and a network of Harley-Davidson owners who share a passion for the brand. Members get access to rallies, rides, and a range of exclusive benefits tailored to Harley-Davidson owners.
Why this program worked
H.O.G. thrives because it creates a sense of belonging among Harley owners. It goes beyond typical customer loyalty programs by turning ownership into a community experience. The program fosters deep emotional connections by offering members exclusive experiences, such as rally events, while also providing support and networking opportunities with other motorcycle enthusiasts.
Perks/rewards
- Rally Events: Exclusive access to local, national, and international Harley-Davidson rallies
- Discounts: On merchandise, service, and parts
- H.O.G. Magazine: Subscription to a member-exclusive publication with brand news and event details
- Priority Service: In select locations, H.O.G. members get priority service for their bikes
Loyalty program performance
- 90% retention rate for H.O.G. members, demonstrating the power of community-building in maintaining long-term customer loyalty
- The program has also driven brand advocacy, with members often participating in local events and promoting Harley-Davidson to non-members, helping to sustain the brand’s reputation and customer loyalty
Best Priority access loyalty rewards program examples
Priority access loyalty programs allow brands to manage high-demand situations—like product drops or ticket sales—while maintaining fairness and exclusivity. These programs are often used by companies to manage limited-edition releases, exclusive events, or high-traffic periods. By offering access to a select group of customers, brands can control the buying experience and ensure that their most loyal customers get first dibs on highly sought-after products.
10. Nike SNKRS Pass
About the program:
Nike’s SNKRS Pass is a lottery-based system designed to give sneakerheads exclusive access to limited-edition releases of popular shoes. Instead of first-come, first-served, Nike uses SNKRS Pass to give a select group of customers access to buy sneakers at a set time and location. The program runs through the SNKRS app, where users can enter a lottery for a chance to secure an exclusive pair of sneakers. The lottery system has been successful in reducing the frustration of traditional product drops, ensuring that Nike’s loyal customers have a fair chance at purchasing these highly coveted items.
Why this program worked:
The lottery-based model helps Nike avoid the chaos of traditional releases, where bots and scalpers often grab the most coveted items. By limiting access to select customers through SNKRS Pass, Nike ensures that those who have the most genuine interest (and loyalty) get the first opportunity to purchase. This system creates a sense of exclusivity and fairness, while also driving hype for upcoming releases.
Perks/rewards:
- Exclusive Access: Lottery-based entry to purchase limited-edition sneakers.
- Local Events: Certain sneaker releases are tied to specific locations, offering local Nike members exclusive chances to buy.
- App Integration: The SNKRS app is central to the process, allowing users to get notifications about upcoming releases and draw opportunities.
Loyalty program performance:
- 90% sellouts on exclusive releases, showing how lottery-based access creates urgency and drives demand.
- The program has helped Nike foster brand loyalty and fair access for high-demand items, while reducing the risk of bots and scalpers overwhelming the process.
11. Ticketmaster Verified Fan
About the program:
Ticketmaster Verified Fan is a priority access program designed to combat ticket scalping and ensure that real fans get access to tickets for high-demand events. Fans can register in advance for Verified Fan status, which gives them access to exclusive presale codes that allow them to purchase tickets before they go on sale to the general public. Ticketmaster uses this system to reduce the impact of bots and scalpers who typically scoop up large quantities of tickets to resell at inflated prices.
Why this program worked:
By verifying fans before an event’s ticket sale, Ticketmaster ensures that only real, verified customers are able to access tickets during the presale. This has dramatically reduced scalping, creating a more transparent and fair system for fans. The ability to get early access to tickets also builds excitement and exclusivity, encouraging fans to register and participate.
Perks/rewards:
- Exclusive Pre-Sale Access: Verified fans get early access to tickets before they go on sale to the general public.
- Reduced Scalping: Priority access helps limit the ability of scalpers to purchase large amounts of tickets.
- Personalized Experience: Fans receive presale codes based on event preferences, ensuring they have the best shot at securing tickets for events they care about.
Loyalty program performance:
- 80% reduction in scalping, as Verified Fan status ensures that only legitimate buyers have access to tickets.
- The program has been instrumental in reducing frustration and increasing satisfaction for fans, driving higher participation rates for Verified Fan events.
Crisis tip: Use virtual queues for fair access
When managing high-demand product drops, ticket sales, or limited releases, virtual queues can help maintain fairness and transparency. Virtual queues ensure that everyone has an equal opportunity to access the products or services they want without the chaos of traditional, first-come-first-served systems. By implementing virtual queues, brands can give customers a sense of security, knowing that they won’t be unfairly shut out due to high traffic or bots.
Key benefits of virtual queues:
- Fair Access: Everyone has an equal chance to purchase products or tickets based on their place in the virtual line.
- Reduced Stress: Virtual queues eliminate the stress of “rushing” to secure limited items or tickets.
- Better Traffic Management: With virtual queues, brands can better manage website or app traffic, ensuring smoother user experiences.
Top B2B reward programs examples
B2B loyalty programs focus on nurturing long-term relationships between businesses and their partners, affiliates, or clients. These programs are often designed to incentivize repeat business, referrals, and collaboration, driving mutual growth and success. Unlike traditional consumer loyalty programs, B2B programs tend to be more centered around collaboration and joint success, rather than just rewards for purchases.
12. HubSpot Partner Program
About the Program:
HubSpot’s Partner Program is designed for agencies and consultants who help businesses implement and leverage HubSpot’s suite of marketing, sales, and service software. The program rewards partners with commissions, co-marketing funds, and resources to help them grow their businesses while promoting HubSpot’s software. Partners are categorized into different tiers based on the number of clients they onboard and the success of their marketing and sales efforts using HubSpot products.
Why This Program Worked:
HubSpot’s Partner Program works because it aligns the interests of HubSpot and its partners—both parties benefit from the success of their clients. By offering co-marketing funds to top-tier partners, HubSpot not only drives growth for its partners but also amplifies its own brand visibility. The program also provides partners with training and support to ensure they are effectively selling and using HubSpot’s software.
Perks/Rewards:
- Co-marketing Funds: Top-tier partners receive co-marketing dollars to help promote HubSpot products to potential clients.
- Exclusive Training: Access to HubSpot Academy courses and certifications.
- Lead Sharing: HubSpot shares leads with its partners, creating a continuous flow of potential customers.
- Dedicated Support: Premium partners receive dedicated account managers to assist with client solutions and troubleshooting.
Loyalty program performance:
- Co-marketing dollars have helped top-tier partners increase their reach and sales, driving higher partner engagement.
- The program has contributed to significant brand advocacy, with partners actively promoting HubSpot’s products due to the financial and educational resources provided.
13. Adobe Creative Cloud
About the Program:
Adobe’s Creative Cloud is a subscription-based service that provides access to Adobe’s suite of design, video, and photography software. Adobe also offers a B2B loyalty program for businesses that sign up for multiple licenses, encouraging organizations to use Adobe software across their teams. The program also includes rewards for clients who commit to annual prepayments for the Creative Cloud suite.
Why This Program Worked:
Adobe’s loyalty program is effective because it rewards businesses for long-term commitment and ensures predictable revenue through annual prepayment options. By offering discounts or additional perks for annual subscriptions, Adobe reduces churn and increases retention. This model also incentivizes businesses to commit to Creative Cloud for the long haul, securing Adobe’s products as essential tools for creative professionals.
Perks/Rewards:
- Annual Prepay Discount: Clients who prepay for an entire year receive a discount on their subscription.
- Exclusive Features: Access to premium tools and services for clients who commit to higher-tier subscriptions.
- Priority Support: Top-tier customers get access to faster customer support for troubleshooting.
- Training and Certifications: Adobe provides clients with resources to upskill their teams, making it easier for them to maximize the use of Adobe products.
Loyalty program performance:
- 30% lower churn for customers who choose annual prepayment options, demonstrating how long-term commitment can be incentivized through financial rewards.
- The program has significantly contributed to customer retention, with businesses seeing Adobe products as essential tools for their creative processes.
Key Insight: Reward Referrals with Account Credits
In B2B loyalty programs, referrals can be a powerful driver of growth. One of the most effective ways to reward referrals is by offering account credits to both the referrer and the referee. This not only incentivizes existing clients or partners to bring in new business but also ensures that new customers feel welcomed and supported in their journey. Account credits can be used for future purchases, additional services, or even training and support, making it an attractive offer for both parties.
Why It Works:
Referrals help businesses expand their customer base without having to spend heavily on traditional marketing channels. Offering account credits makes it a win-win situation: the referrer gets a tangible reward for bringing in new business, and the new customer receives an incentive to begin their journey with the brand.
Retail Loyalty Programs Examples to Boost Customer Retention
Retail loyalty programs are designed to incentivize customers to make frequent purchases by offering rewards, discounts, or exclusive perks. These programs are a great way for brands to foster loyalty and ensure that customers keep coming back for more. By providing rewards based on spending or engagement, retail programs help businesses build long-term relationships with their customers.
14. Target Circle
About the Program:
Target Circle is the retail loyalty program from Target, one of the largest discount retailers in the U.S. The program offers both free and paid membership options. Members earn 1% back on every purchase, which can be redeemed for future savings, along with access to exclusive deals and birthday rewards. Target Circle also offers early access to special promotions and personalized discounts based on shopping history.
Why This Program Worked:
Target Circle works because it’s simple and accessible while offering immediate rewards. The 1% back on every purchase gives customers an easy incentive to return, while the personalized discounts and birthday rewards create a more tailored experience. The free tier makes it accessible to a wide audience, and the paid “Target RedCard” provides additional benefits, further driving higher AOV (average order value) from customers who opt into the premium tier.
Perks/Rewards:
- 1% Back: Earn 1% back on every purchase, redeemable for savings on future purchases.
- Personalized Offers: Access to discounts based on purchase history and preferences.
- Birthday Reward: Get a special discount or gift on your birthday.
- Early Access: Members get early access to sales, promotions, and exclusive events.
- RedCard Benefits: Additional rewards for those who sign up for the paid RedCard membership, including 5% off purchases and free shipping.
Loyalty program performance:
- 5% higher spend from members who use Target Circle, showing that the program increases customer engagement and lifetime value.
- Target Circle has millions of members, with many opting for the premium RedCard option due to its added perks.
- The program has helped Target create a stronger customer retention rate by offering rewards for purchases, exclusive discounts, and personalized experiences.
Examples of eCommerce loyalty programs
In ecommerce, where competition is high and customer acquisition costs are rising, loyalty programs can be a game-changer. A well-structured program not only boosts retention but also increases average order value and customer lifetime value. Here’s one standout ecommerce loyalty program that’s nailed the balance of rewards, simplicity, and scalability.
15. ASOS A-List
About the Program:
ASOS A-List was the UK-based fashion retailer’s loyalty program aimed at rewarding its frequent online shoppers. Members earned points for every pound spent, which could be redeemed for vouchers to use on future purchases. Customers also earned bonus points for writing reviews and engaging with brand content—helping ASOS scale both transactions and community engagement.
Why This Program Worked:
ASOS A-List succeeded by integrating loyalty directly into the shopping experience—no complicated rules, no separate apps, just automatic point accumulation and redemption. Customers felt rewarded not only for their purchases but also for their feedback and participation. In a fast-fashion environment, this helped ASOS improve repeat purchases while gathering valuable user-generated content and insights.
Perks/Rewards:
- Points per Purchase: Earn 5 points for every £1 spent.
- Voucher Redemptions: 500 points = £5 voucher.
- Engagement Rewards: Earn bonus points for leaving product reviews.
- Tiered Benefits: More perks unlocked at higher point thresholds (e.g., exclusive discounts, birthday treats).
Loyalty program performance:
- Increased Repeat Purchase Rate: Members were significantly more likely to return within 30 days.
- Boost in Reviews & UGC: ASOS saw a lift in review volume and quality, improving product credibility.
- Simplified Redemption Process led to high participation and reduced program drop-off.
🔗 Want more examples?
Explore our full guide to the best ecommerce loyalty programs to see how top brands like SHEIN, H&M, and more are using loyalty to drive long-term growth.
Beauty and cosmetics loyalty programs examples
Beauty and cosmetics brands excel at using loyalty programs to create emotional connections with their customers. These programs often blend rewards with exclusive access, personalized experiences, and social engagement, ensuring that loyal customers feel valued and part of a larger community. Let’s look at two standout examples of beauty brands that have successfully implemented loyalty programs.
16. Estée Lauder Estee E-List
About the program
Estee E-List is the loyalty program from Estée Lauder, designed to reward customers for both their purchases and their engagement with the brand. This program offers members exclusive access to special events, product previews, and personalized skincare advice. Members earn points for every dollar spent, which can be redeemed for discounts or products. The Estee E-List also features an exclusive “Tier” system where higher spenders unlock additional rewards, such as VIP access to private beauty consultations.
Why this program worked
The Estee E-List works because it creates a personalized, VIP experience for its most loyal customers. Members feel valued through exclusive perks like personalized advice and early access to new products, which helps deepen their connection with the brand. The program focuses not only on purchases but also on the customer’s overall experience with Estée Lauder, from consultations to exclusive events. The combination of product rewards and experiential rewards sets the Estee E-List apart.
Perks/rewards
- Exclusive access: Invitations to private events and product launches.
- Personalized advice: Access to personalized skincare consultations with experts.
- Tiered rewards: Higher spenders unlock VIP benefits, including exclusive offers and gifts.
- Points for purchases: Earn points for every dollar spent, which can be redeemed for discounts or free products.
Loyalty program performance
- Increased engagement: Customers who engage with personalized consultations are more likely to become repeat buyers, increasing lifetime value.
- Higher retention: Estée Lauder reports stronger loyalty and engagement from Estee E-List members, with 80% higher spending than non-members.
- The program’s tiered system encourages customers to spend more to access exclusive rewards, driving higher AOV for the brand.
17. The Body Shop Love Your Body Club
About the program
The Body Shop offers the Love Your Body Club, a paid loyalty program that gives members access to discounts, birthday rewards, and exclusive offers. The program encourages sustainable shopping, with members earning points not only for purchases but also for recycling used products. The Body Shop uses this program to create a community of environmentally conscious consumers who feel empowered by their purchases, knowing that they are contributing to a larger cause.
Why this program worked
The Love Your Body Club works because it ties loyalty rewards to the values of sustainability and social impact—issues that resonate deeply with The Body Shop’s customer base. Members are not just rewarded for their spending but also for making eco-conscious choices like recycling. This aligns with the growing demand for ethical consumerism, making the program more attractive to customers who value sustainability.
Perks/rewards
- Exclusive discounts: Members receive a 10% discount on purchases.
- Birthday gift: Free gift for members on their birthday.
- Recycling rewards: Earn points for recycling products at participating stores.
- Special offers: Access to exclusive promotions and sales events throughout the year.
Loyalty program performance
- Increased customer retention: The program’s focus on sustainable practices has led to a 15% increase in repeat customers.
- Higher engagement: Members who recycle products have a 30% higher purchase frequency compared to non-members, showing the program’s effectiveness in encouraging eco-friendly behavior.
- The program has helped The Body Shop increase its brand loyalty by aligning product purchases with the brand’s ethical mission.
Key insight: Beauty loyalty programs that connect with customers’ values
Programs like Estee E-List and Love Your Body Club succeed because they go beyond just offering product rewards. They tap into customers’ desires for exclusivity, personalization, and ethical values, helping to create a stronger emotional connection with the brand. When customers feel that their loyalty is not just rewarded but also aligned with their values, they are more likely to remain engaged long term.
Top Food and beverage loyalty programs
For food and beverage brands, loyalty programs have to work around one big challenge: they often don’t control the final transaction. That’s why successful CPG loyalty strategies focus on building direct consumer relationships through digital receipts, QR codes, mobile apps, and value-based incentives.
Here are two programs that have cracked the code:
18. PepsiCo Tasty Rewards
About the program
Tasty Rewards is PepsiCo’s multi-brand loyalty hub for snacks and beverages like Lay’s, Quaker, Doritos, and Gatorade. It’s a free-to-join platform where users can get personalized coupons, submit receipts for rewards, and access exclusive sweepstakes or contests. The program is designed to drive cross-brand loyalty within PepsiCo’s massive product portfolio.
Why this program worked
PepsiCo built a system that works without needing a direct POS (point of sale). Users upload receipts from grocery stores, gas stations, or convenience stores to claim points and offers. Personalization is central—users get tailored coupons based on previous interactions and product preferences. The platform also smartly promotes trial by pushing new product coupons across complementary brands.
Perks/rewards
- Tailored coupons: Based on your purchase history and preferences.
- Receipt upload rewards: Submit receipts to earn entries into sweepstakes or unlock new offers.
- Cross-brand offers: Bundle savings across PepsiCo’s product family.
- Limited-time campaigns: Holiday and event-based bonuses.
Loyalty program performance
- Significant lift in cross-brand purchase behavior, especially between snacks and beverages.
- Receipt uploads provide first-party data, allowing PepsiCo to build direct consumer profiles at scale.
- Program boosts coupon redemption and product trials, especially for new innovations and seasonal launches.
19. Kellogg’s Family Rewards (Now Kellogg’s Points)
About the program
Originally launched as Kellogg’s Family Rewards, the program evolved into Kellogg’s Points—a receipt-based loyalty program where users earn points by buying eligible Kellogg’s products (e.g., cereals, Pop-Tarts, Cheez-It, Eggo). Users upload receipts via mobile or web, then redeem points for family-focused rewards such as toys, gift cards, and even donations to schools or food banks.
Why this program worked
Kellogg’s positioned its loyalty program around family and purpose. Instead of generic coupons, the program offered values-based redemptions—members could donate points to schools, choose educational rewards, or redeem for family treats. The mobile receipt system allowed Kellogg’s to track behavior across multiple retail partners, while connecting emotionally with households.
Perks/rewards
- Points for purchase: Earn by uploading receipts from any retailer.
- Redemption catalog: Gift cards, kitchenware, kids’ activities, and nonprofit donations.
- Seasonal bonus offers: Extra points during back-to-school, holidays, etc.
- Partner promotions: Cross-promos with other family-oriented brands.
Loyalty program performance
- Increased brand affinity among parents, especially those drawn to value-based redemptions.
- Program provided valuable shopper insights across retail partners.
- Helped drive repeat purchase cycles in categories with high substitution risk (e.g., cereal, snacks).
CPG loyalty insight: Build direct relationships without retail control
PepsiCo and Kellogg’s prove that even without owning checkout, CPG brands can create meaningful loyalty. The key is offering value in exchange for data—whether it’s coupons, exclusive content, or values-based rewards. Receipt-based tracking and mobile-first UX are essential tools for closing the gap between brands and end consumers.
Top brand loyalty program examples
Brand loyalty programs are about more than just transactions; they create lasting emotional bonds with customers. These programs reward not just purchases, but also advocacy, engagement, and alignment with a brand’s values. Below are two strong examples of brands using loyalty programs to forge deep, lasting connections with their audiences.
20. Lululemon Sweat Collective
About the Program
Lululemon’s Sweat Collective is a membership-based loyalty program aimed at fitness professionals, ambassadors, and serious athletes. The program rewards members with exclusive access to product previews, personalized services, and substantial discounts on Lululemon gear. The program’s focus is on building a community of passionate fitness enthusiasts who align with Lululemon’s brand ethos of health, wellness, and performance.
Why This Program Worked
The Sweat Collective successfully taps into the growing trend of fitness as a lifestyle, not just a workout. By aligning with fitness instructors, athletes, and personal trainers, Lululemon reinforces its image as the go-to brand for people who live and breathe wellness. Members not only get discounts but feel personally connected to the brand, elevating loyalty beyond just the product.
Perks/Rewards
- 20% discount on all full-priced items.
- Early access to new product launches and seasonal collections.
- Exclusive invitations to fitness events, community workout sessions, and brand-sponsored classes.
- Personalized services: Access to virtual fitness and lifestyle consultations.
Loyalty Program Performance
- Increased loyalty among fitness professionals, with many using the discount to stay equipped for their classes.
- The program has driven strong brand advocacy, with Sweat Collective members frequently posting about Lululemon products, helping with organic social growth.
- Lululemon has seen higher lifetime value from members due to their active, engaged relationship with the brand.
21. Patagonia Common Threads Initiative
About the Program
Patagonia’s Common Threads is a values-based loyalty program focused on sustainability, product longevity, and reducing consumption. Through this initiative (and its evolution into Worn Wear), customers are encouraged to buy used, repair gear, or trade in old items for credit. Patagonia rewards loyal behavior not with discounts, but with inclusion in a shared mission.
Why This Program Worked
Patagonia has built its entire brand around environmental activism, and this loyalty approach directly reflects that. Customers feel they’re part of something meaningful—repairing, reusing, and making conscious choices rather than consuming more. This form of loyalty isn’t transactional—it’s ideological, which makes it extremely sticky and trust-driven.
Perks/Rewards
- Trade-in credit: Turn in used Patagonia gear and receive store credit.
- Access to Worn Wear: Shop lower-priced, refurbished items from the community.
- Sustainability events: Repair workshops, film screenings, and activism support.
- Priority access: Invitations to advocacy campaigns and early product launches for community participants.
Loyalty Program Performance
- 40% repurchase rate among Worn Wear participants.
- Program has strengthened Patagonia’s brand as a climate-conscious leader, increasing brand trust and retention.
- Thousands of items diverted from landfills, reinforcing the mission while rewarding brand-aligned behavior.
Key insight: Brand loyalty ≠ discounts. It’s emotional investment.
Both Lululemon and Patagonia show that brand loyalty doesn’t have to rely on point systems. By aligning with values (Patagonia) or turning customers into micro-ambassadors (Lululemon), they built communities that bought in not just with money—but with identity and advocacy.
Examples hybrid & emerging loyalty programs
As brands continue to innovate, hybrid and emerging loyalty programs are integrating the latest technologies—AI, Web3, and immersive experiences—to create more personalized, interactive, and rewarding customer journeys. These programs use data, blockchain, and novel experiences to drive loyalty in ways that traditional programs simply can’t match.
22. Spotify Wrapped (AI-Personalized)
About the Program
Spotify’s Wrapped is a year-end, AI-driven loyalty experience that gives users personalized insights into their music listening habits over the past year. Each user receives a summary of their top songs, genres, and artists, which is then visualized in a shareable format. The program encourages users to share their Wrapped stats on social media, driving viral growth and engagement. Spotify uses AI to personalize the content for each user, making the experience highly individual and memorable.
Why This Program Worked
Spotify Wrapped has turned an otherwise passive service into an annual event that users eagerly anticipate. By using AI and data analytics, Spotify delivers a hyper-personalized experience that feels uniquely tailored to each listener. The shareable stats encourage viral marketing, as users post their Wrapped results on social media, further boosting engagement and brand awareness.
Tactic
- Shareable stats = viral growth: The personalization combined with social media sharing creates a snowball effect, increasing brand exposure through user-generated content.
- Engagement & anticipation: Spotify builds anticipation around the launch of Wrapped, making it a part of the user’s end-of-year routine.
Perks/Rewards
- Personalized year-end summary: Unique insights into listening habits, favorite artists, and most-played songs.
- Social sharing: Share your Wrapped results directly on social media platforms, encouraging a viral cycle.
- Exclusive playlists: Based on user preferences, Spotify creates curated playlists that allow users to revisit the music of the year.
Loyalty Program Performance
- Spotify Wrapped generates millions of social media shares, creating organic growth through user-driven content.
- The experience drives increased listening during the year-end period and retains customers by turning the program into a must-share event.
- More engagement with the app as users return to check their Wrapped results and explore curated playlists.
23. LoyaltyX by Mercedes-Benz (Web3 + Experiential)
About the Program
Mercedes-Benz’s LoyaltyX is a forward-thinking loyalty program designed to reward luxury car buyers with exclusive Web3-based benefits and personalized experiences. The program uses NFTs (non-fungible tokens) to unlock special privileges, such as early access to limited-edition models, invitations to private events, and customized vehicle experiences. By integrating blockchain technology into the ownership process, LoyaltyX offers customers digital ownership of their vehicles in the form of NFTs, allowing for a seamless and highly personalized experience.
Why This Program Worked
LoyaltyX works because it blends the prestige of luxury ownership with the scarcity and exclusivity of Web3. Mercedes-Benz is not only offering traditional rewards but also creating a bridge between digital and physical worlds—members don’t just own a luxury vehicle, they also own digital collectibles and are part of an exclusive brand experience. This creates a deeper connection between the customer and the brand, enhancing the customer’s sense of personalized luxury.
Tactic
- Web3-Integrated Loyalty: Using NFTs as a part of the loyalty system, customers receive digital collectibles that represent their luxury purchase, which can unlock further benefits such as special events and new product releases.
- Exclusivity & Scarcity: The use of NFTs adds a layer of scarcity and collectibility, making the rewards feel more special and valuable.
Perks/Rewards
- NFT-based Vehicle Ownership: Digital proof of ownership in the form of NFTs, offering exclusive perks like product drop access and events.
- Access to Exclusive Events: Invitations to private Mercedes-Benz events, VIP experiences, and luxury driving experiences.
- Limited-Edition Vehicle Drops: LoyaltyX members get early access to limited-edition vehicle releases, ensuring they have the opportunity to purchase the most coveted models.
- Personalized Customization: Members can use their NFTs to unlock personalized vehicle customization options, making the ownership experience even more bespoke.
Loyalty Program Performance
- Increased Brand Loyalty: Members feel more emotionally connected to the brand as they have digital ownership and exclusive experiences tied to both the physical car and its digital counterpart (the NFT).
- Engagement in the Web3 Space: The program taps into a growing interest in digital collectibles, making it appealing to a younger, tech-savvy audience who are excited by the potential of blockchain technology.
- Stronger Customer Retention: By offering exclusive, technology-driven rewards, Mercedes-Benz is ensuring its customers are less likely to switch to competing brands. The digital and experiential rewards foster long-term relationships.
Key takeaways: The future of loyalty programs
Hybrid and emerging programs like Spotify Wrapped and LoyaltyX by Mercedes-Benz are pushing the boundaries of traditional loyalty programs by leveraging cutting-edge technology. From AI-personalization that creates viral, shareable experiences, to Web3 integration that brings exclusivity into the digital world, these programs are shaping the future of brand loyalty. The key to success in these programs is personalization, exclusivity, and engagement, which not only incentivize purchases but also create deeper emotional connections with the brand.
Failed programs: lessons learned
Loyalty programs are powerful tools, but they aren’t foolproof. Many programs fail due to poor execution, lack of differentiation, or failure to meet customer expectations. Understanding what went wrong in these cases can help brands design more successful and sustainable programs moving forward.
24. MoviePass
Mistake: “Unlimited movies for $9.99 = Losing game.”
About the program:
MoviePass offered a subscription-based service that allowed customers to watch unlimited movies for just $9.99 per month. Initially, the service gained massive popularity because it promised moviegoers the opportunity to see as many films as they wanted for a very low fee. However, MoviePass quickly ran into financial trouble, as the business model wasn’t sustainable. The company was losing money every time a subscriber went to see a movie, and their offering became too good to be true.
Why It Failed:
The biggest issue with MoviePass was the unsustainable pricing model. While the program offered massive value to customers, the company failed to account for the financial strain of offering unlimited access to theaters. The business model couldn’t cover the cost of the ticket prices charged by theaters, leading to mounting losses. The company also suffered from poor customer service and lack of communication, which only fueled its decline.
Lesson Learned:
- Sustainability is key: Offering too much value without a clear plan for covering costs will backfire.
- Transparency and communication: If customers feel the service is too good to last, or if there’s a lack of communication about changes, they will quickly lose trust.
72% of loyalty programs fail due to poor value perception. When a program feels unsustainable or doesn’t offer long-term value, customers quickly lose interest, and the business will struggle to stay profitable.
25. Borders Rewards
Mistake: “Generic points = no differentiation.”
About the Program:
Borders Rewards was a loyalty program launched by the bookstore chain Borders before it ultimately went bankrupt. The program gave members points for every purchase, which could be redeemed for discounts on future items. However, the program offered nothing that set it apart from other retailer loyalty programs at the time.
Why It Failed:
While the program was simple and offered rewards for purchases, it was too generic. It didn’t provide any real incentives that encouraged members to shop at Borders instead of other retailers. Competitors like Barnes & Noble offered similar points systems, and digital transformation led customers to turn to online stores like Amazon, which offered a better shopping experience and more competitive prices.
Lesson Learned:
- Differentiation is key: A generic points-based program doesn’t inspire loyalty if it doesn’t offer something unique or extra.
- Adapt to customer behavior: As the digital shift took place, Borders failed to innovate in their loyalty offerings and integrate with online shopping trends, leaving them behind in a rapidly changing market.
Loyalty programs like Borders Rewards fail when they don’t meet the evolving needs of customers. Programs that rely on generic rewards and don’t evolve with digital trends are likely to fade, as customers expect more personalized and convenient experiences.
Key takeaways: what to avoid in loyalty programs
- Unsustainable business models: As seen with MoviePass, offering too much value without a sustainable pricing model can result in bankruptcy. Always ensure your loyalty program can be financially supported long-term.
- Lack of differentiation: Generic, one-size-fits-all loyalty programs like Borders Rewards don’t stand out. Your program needs to provide unique value or experiences to keep customers engaged.
- Failure to evolve: As technology and customer expectations change, loyalty programs must adapt. Brands like Borders, which didn’t keep up with digital trends, are now defunct. Make sure your loyalty program stays relevant by innovating.
🔗 Want to avoid common loyalty program mistakes?
Check out our detailed guide on How to Avoid Loyalty Program Mistakes to ensure your program doesn’t fall into the same traps as these failed examples.
Successful loyalty program strategies examples
1. Personalization at scale
Leverage customer data and AI to offer personalized rewards, recommendations, and experiences. Tailored loyalty programs build stronger connections and increase engagement by making customers feel valued.
2. Creating exclusivity & VIP status
Offer exclusive access to products, events, or services to make customers feel like VIPs. Providing special treatment increases retention and encourages long-term brand loyalty.
3. Simplifying the value proposition
Ensure your program’s benefits are easy to understand and accessible. A clear value proposition attracts and retains customers, especially when it’s straightforward and offers real, tangible rewards.
4. Experiential rewards
Shift from traditional discounts to experiential rewards that align with customer values, such as unique events, custom experiences, or personalized services, creating deeper emotional connections.
5. Leveraging shareability
Encourage customers to share their loyalty experiences on social media. Shareable content boosts brand visibility, driving viral growth and attracting new customers through organic word-of-mouth.
Conclusion
Loyalty programs have evolved far beyond traditional point systems, becoming powerful tools that drive customer retention, increase brand advocacy, and create long-term, meaningful relationships. From AI-powered personalization to Web3-integrated experiences, the future of loyalty lies in providing value-driven, exclusive, and engaging experiences tailored to customer needs.
As we’ve explored, the most successful programs leverage personalization, experiential rewards, and community-driven initiatives to enhance customer loyalty. However, it’s important to learn from past failures, like MoviePass and Borders Rewards, where unsustainable models and lack of differentiation led to their downfall.
To build a truly effective loyalty program, ensure it is sustainable, relevant, and aligned with your customers’ values. Whether you’re implementing tried-and-true strategies or exploring emerging technologies, the key is creating experiences that go beyond transactions and foster deeper emotional connections with your audience.
The future of loyalty is bright for brands that embrace innovation and put their customers first.
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