What is a loyalty program?
A loyalty program is a structured marketing strategy where customers are incentivized to engage with a brand through a system of points, rewards, and exclusive benefits.
In an incentive optimization engine like Voucherify, a loyalty program serves two primary functions:
- Retention and acquisition: building a "switching cost" that keeps existing customers from moving to competitors while attracting new users with the promise of future value.
- Data intelligence: collecting zero-party data and spending habits to build a 360-degree view of the customer, which is essential in a privacy-first digital landscape.
How does a loyalty program work?
A loyalty program operates as a loop of activity, accumulation, and redemption. A company creates a list of loyalty activities,each of them grants loyalty points, but their weight can differ based on business value.
Sometimes, to attract more people, companies start incentivizing from the beginning by adding "welcome points" for creating an account. This gives the customer a non-zero balance, encouraging them to explore the reward catalog. If the rewards are valuable enough, this engagement leads to a cycle of constant returns.
Common types of loyalty programs
Strategic loyalty activities
Modern programs go beyond simple transaction-based rewards. An effective incentive engine allows you to reward dozens of different customer actions:
- Purchases: the foundational rule, typically structured as "points per currency spent" (e.g., $1 = 1 point) or fixed rewards for orders exceeding a specific amount.
- Account creation: a high-impact incentive that captures customer data immediately and encourages program exploration.
- App adoption: rewarding customers for downloading a mobile app to open a direct, push-notification-enabled marketing channel.
- Social advocacy: granting points for following social media accounts or subscribing to channels (YouTube, TikTok, X) to amplify brand reach.
- Social proof: incentivizing honest reviews and ratings to build trust with potential new customers.
- Milestone celebrations: "surprise and delight" rewards for birthdays or membership anniversaries that foster emotional loyalty.
Example: the Sephora Beauty Insider program
Sephora’s Beauty Insider is a benchmark for purchase-oriented loyalty. For every $1 spent (online or in-store), members earn 1 point. By providing an email address at checkout, the points are attributed automatically via the brand's incentive engine.
Once a member reaches a 500-point threshold, they can redeem them for a $10 discount on orders of $10 or more. This clear, "linear" value proposition makes it easy for customers to understand the ROI of their loyalty.
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