For travel brands, an effective loyalty program may take the form of air miles or business class upgrades. For retail brands, loyalty membership often operates on a points or tier-based system that offers loyal customers free or next-day deliveries, exclusive discounts, early access to new line drops/new season items.

Loyalty programs are a great way to encourage customers to return time and time again to your website.  They play a key role in ensuring that your high-value and frequent shoppers are given that extra bit of attention as a reward for their brand loyalty.

Furthermore, loyalty programs are a great way to make your VIP customers feel valued; this sense of value goes a long way to create the kinds of long-lasting relationships with brands that really make a difference to order frequency, order value, and retention.