loyalty program business model

The Customer Loyalty Business Model Explained: Maximizing Retention and Growth

Discover the ins and outs of the customer loyalty business model in this comprehensive guide.

loyalty program business model

Understanding the Concept of Customer Loyalty

Before we dive into the intricacies of the customer loyalty business model, let's define what customer loyalty actually means. Customer loyalty is more than just repeat purchases; it's about creating a deep emotional connection and trust with your customers. Loyal customers have a higher willingness to repurchase from your business and advocate for your brand, which ultimately leads to sustainable growth and increased profitability.

Now that we understand the essence of customer loyalty, let's explore why it is crucial in the world of business.

Defining Customer Loyalty

In the realm of business, customer loyalty refers to the level of commitment and attachment a customer has towards a particular brand or company. It goes beyond basic satisfaction and encompasses factors such as trust, emotional connection, and willingness to recommend the brand to others. When customers feel loyal to a brand, they are more likely to stay engaged, make repeat purchases, and become brand advocates.

Customer loyalty is built on a foundation of trust. When customers trust a brand, they feel confident in their purchasing decisions and believe that the brand will consistently deliver on its promises. This trust is developed through positive experiences, reliable products or services, and transparent communication.

Emotional connection is another crucial aspect of customer loyalty. Brands that can evoke positive emotions in their customers, such as joy, excitement, or a sense of belonging, are more likely to create a lasting bond. This emotional connection can be fostered through personalized experiences, engaging storytelling, and community-building initiatives.

Furthermore, customer loyalty extends beyond individual transactions. It involves a long-term relationship between the customer and the brand. Loyal customers are not easily swayed by competitors and are more forgiving of occasional mistakes or setbacks. They see the value in maintaining a relationship with the brand and are willing to invest their time, money, and loyalty.

The Importance of Customer Loyalty in Business

Customer loyalty plays a fundamental role in the success of any business. Here are a few key reasons why customer loyalty should be a priority:

  • Loyal customers are more profitable: Studies have shown that loyal customers tend to spend more with brands they trust. They are also less price-sensitive and are willing to pay a premium for products or services. This increased spending not only contributes to immediate revenue but also leads to higher customer lifetime value.
  • Word-of-mouth marketing: Loyal customers naturally become brand advocates and spread positive word-of-mouth. This kind of organic marketing can be highly effective in attracting new customers and driving growth. When customers share their positive experiences with others, it builds credibility and trust for the brand, making it more likely for new customers to give it a try.
  • Cost savings: Acquiring new customers can be costly. On the other hand, retaining existing customers is more cost-effective as they already have a relationship with your brand. By focusing on customer loyalty, businesses can reduce their customer acquisition costs and allocate resources towards enhancing the customer experience and building stronger relationships.
  • Competitive advantage: In crowded markets, customer loyalty sets your business apart from the competition. It creates a barrier for competitors and establishes a loyal customer base that is less likely to switch brands. When customers feel a strong connection to a brand, they are more resistant to competitive offers and are more likely to remain loyal even when faced with alternatives.

Now that we understand the importance of customer loyalty, let's explore the mechanics behind the customer loyalty business model.

The customer loyalty business model encompasses various strategies and tactics aimed at fostering customer loyalty and maximizing its benefits. These strategies can include personalized marketing campaigns, loyalty programs, exceptional customer service, and continuous engagement with customers.

Personalized marketing campaigns are designed to create a tailored experience for each customer. By analyzing customer data and preferences, businesses can deliver targeted messages and offers that resonate with individual customers. This personalization makes customers feel valued and understood, strengthening their loyalty to the brand.

Loyalty programs are another effective tool in the customer loyalty business model. These programs incentivize customers to make repeat purchases by offering rewards, discounts, or exclusive perks. By providing additional value to loyal customers, businesses can reinforce their commitment and encourage continued engagement.

Exceptional customer service is a cornerstone of customer loyalty. When customers have a positive experience with a brand's customer service team, it enhances their trust and loyalty. Prompt and helpful responses to inquiries or issues, proactive communication, and a customer-centric approach all contribute to building strong customer relationships.

Continuous engagement with customers is vital for maintaining customer loyalty. This can be achieved through various channels, such as social media, email marketing, and personalized content. By staying connected with customers and providing relevant and valuable information, businesses can keep their brand top-of-mind and nurture ongoing loyalty.

The Mechanics of the Customer Loyalty Business Model

The customer loyalty business model is built upon several key components that work in synergy to cultivate long-term customer relationships. Understanding these components is crucial for implementing an effective customer loyalty strategy.

When it comes to the customer loyalty business model, there are various key components that play a vital role in its success. These components work together to create a seamless experience for customers, fostering loyalty and encouraging repeat business.

Key Components of the Customer Loyalty Business Model

The customer loyalty business model consists of the following key components:

  • Customer experience: Providing exceptional customer experiences at every touchpoint is essential for fostering loyalty. This includes factors such as personalized interactions, responsive customer service, and streamlined processes.
  • Customer retention programs: Implementing effective retention programs, such as loyalty programs, can incentivize customers to stay engaged with your brand. These programs can offer rewards, exclusive benefits, and personalized offers to enhance loyalty.
  • Data-driven insights: Leveraging customer data allows businesses to understand customer preferences, behavior, and patterns. This data can be used to personalize experiences, anticipate needs, and tailor marketing efforts to enhance loyalty.

Each of these components plays a crucial role in creating a customer-centric approach that fosters loyalty and drives business growth. By focusing on these areas, businesses can build strong, long-lasting relationships with their customers.

How the Customer Loyalty Business Model Works

The customer loyalty business model operates by creating a cycle of engagement, retention, and growth:

  • Engagement: Businesses engage customers through personalized experiences, effective communication, and value-added interactions. By understanding their customers' needs and preferences, businesses can create tailored experiences that resonate with their target audience.
  • Retention: By providing exceptional customer experiences and implementing retention programs, businesses encourage customers to stay loyal and continue purchasing. Loyalty programs, for example, can offer exclusive rewards, discounts, or special perks that incentivize customers to choose a particular brand over its competitors.
  • Growth: Loyal customers become brand advocates, recommending the brand to others and attracting new customers. This, in turn, fuels business growth and expands the customer base. Positive word-of-mouth and customer referrals can be powerful drivers of growth, as they carry a level of trust and credibility that traditional marketing efforts may not achieve.

By understanding how the customer loyalty business model works, businesses can strategically implement initiatives that foster loyalty and drive growth. It's not just about acquiring new customers; it's about nurturing and retaining existing ones, turning them into loyal brand advocates.

Now that we have a solid understanding of the mechanics behind the customer loyalty business model, let's explore strategies to maximize customer retention.

Strategies to Maximize Customer Retention

Building strong customer relationships is the cornerstone of customer retention. Here are a few key strategies to consider:

Building Strong Customer Relationships

To strengthen your customer relationships:

  • Deliver exceptional customer service: Provide timely and personalized support to address customer needs and concerns.
  • Communicate effectively: Regularly engage with your customers through various channels, such as email marketing, social media, and personalized messages.
  • Create loyalty programs: Implement loyalty programs that offer exclusive perks, discounts, and rewards to incentivize repeat purchases.
  • Solicit customer feedback: Actively seek feedback from your customers to understand their preferences, gain insights, and improve your products or services.

Building strong customer relationships is an ongoing process that requires dedication and effort. By delivering exceptional customer service, you not only meet your customers' immediate needs but also show them that you value their business. Timely and personalized support can go a long way in building trust and loyalty.

Effective communication is another crucial aspect of building strong customer relationships. By regularly engaging with your customers through various channels, you can stay top-of-mind and keep them informed about new products, promotions, or updates. This can help foster a sense of belonging and make customers feel valued.

Loyalty programs are an excellent way to incentivize repeat purchases and cultivate customer loyalty. By offering exclusive perks, discounts, and rewards, you give customers a reason to choose your brand over competitors. These programs not only encourage customer retention but also provide opportunities for upselling and cross-selling.

Customer feedback is a valuable source of information that can help you understand your customers' preferences, identify areas for improvement, and make informed business decisions. Actively soliciting feedback shows customers that their opinions matter and that you are committed to providing the best possible experience.

Implementing Effective Retention Programs

In addition to building relationships, implementing effective retention programs can significantly enhance customer retention:

  • Loyalty programs: Offer rewards, points, or exclusive benefits to encourage repeat purchases and cultivate loyalty.
  • Personalized offers: Tailor your offerings based on customers' preferences, purchase history, and demographics.
  • Surprise and delight: Surprise your customers with unexpected rewards or personalized gestures to make them feel valued.
  • Continuous improvement: Regularly analyze and optimize your retention programs based on customer feedback and data insights.

Retention programs play a crucial role in keeping customers engaged and loyal to your brand. Loyalty programs, in particular, can be highly effective in encouraging repeat purchases. By offering rewards, points, or exclusive benefits, you create a sense of exclusivity and make customers feel appreciated.

Personalized offers are another powerful tool for customer retention. By tailoring your offerings based on customers' preferences, purchase history, and demographics, you can create a more personalized and relevant experience. This not only increases the likelihood of repeat purchases but also enhances customer satisfaction.

Surprising and delighting your customers can have a lasting impact on their loyalty. By going above and beyond their expectations, you create memorable experiences that make customers feel valued and appreciated. Whether it's a personalized thank-you note, a small gift, or a special discount, these gestures can leave a lasting positive impression.

Continuous improvement is essential for the long-term success of your retention programs. By regularly analyzing customer feedback and data insights, you can identify areas for improvement and optimize your programs accordingly. This iterative approach allows you to stay relevant and adapt to changing customer needs and preferences.

Now that we have discussed strategies to maximize customer retention, let's explore how to leverage customer loyalty for business growth.

Leveraging Customer Loyalty for Business Growth

Loyal customers can be a driving force behind your business growth. Here are a few ways to leverage customer loyalty:

Turning Loyal Customers into Brand Advocates

Encourage your loyal customers to become brand advocates by:

One effective way to turn loyal customers into brand advocates is by conducting surveys. By reaching out to your loyal customer base and asking for their feedback, you not only show them that their opinions matter, but you also gain valuable insights into their preferences and experiences with your brand. This information can be used to improve your products or services, making them even more appealing to your customers and increasing their loyalty.

Furthermore, surveys can also serve as an opportunity to gather testimonials and positive reviews from your loyal customers. By including open-ended questions that allow customers to share their positive experiences, you can gather compelling stories that can be used in your marketing materials, website, or social media platforms. These testimonials from loyal customers can be powerful in attracting new customers and building trust in your brand.

Additionally, surveys can be used to identify potential brand advocates among your loyal customers. By asking questions about their willingness to recommend your brand to others or their interest in participating in referral programs, you can identify those who are most likely to become vocal advocates for your business. Once identified, you can nurture these relationships by offering exclusive rewards or incentives for their advocacy, such as discounts, early access to new products, or special events.

  • Loyalty Programs:

Implementing a loyalty program is another effective way to turn loyal customers into brand advocates. By offering rewards, discounts, or exclusive perks to your loyal customers, you not only incentivize them to continue choosing your brand but also create a sense of exclusivity and belonging. Loyalty programs can range from simple point-based systems to tiered programs that offer increasing benefits as customers reach higher levels of loyalty.

When designing a loyalty program, it's important to consider the preferences and interests of your target audience. Tailoring the rewards and benefits to align with their needs and desires will make the program more appealing and increase the likelihood of them actively participating and advocating for your brand.

Furthermore, loyalty programs can also serve as a platform for ongoing communication and engagement with your loyal customers. By regularly updating them on new products, special promotions, or exclusive events, you can keep them excited and involved with your brand. This ongoing engagement not only deepens their loyalty but also provides opportunities for them to share their positive experiences with others, further amplifying your brand advocacy.

In conclusion, turning loyal customers into brand advocates is a powerful strategy for business growth. By leveraging surveys and loyalty programs, you can not only strengthen the bond with your existing customers but also attract new customers through their positive recommendations. Investing in customer loyalty is an investment in the long-term success and sustainability of your business.

loyalty program business model

Helping designers and strategists turn their boldest ideas into market-leading ventures through Business, Design and Growth.

Whenever you are ready - here is how I can help:

1. ​ Newsletter ​ . Join over 2.000 founders, creators and innovators and get access to the business builder framework.

2. ​ Business Builder OS - Masterclass on finding growth opportunities, building lean offers and acquiring customers - driven by A.I.

3. Builder Toolkit - 30 ideas on how to grow your revenue.

Actionable advice about spotting new opportunities, creating offers & growing revenue.

Learning Loop Playbooks

  • Shop Card Decks
  • Video Libary

Business Model Generation: Customer segment

  • Customer Loyalty Program

Proven business models that have driven success for global leaders across industries. Rethink how your business can create, deliver, and capture value.

In the realm of customer lifetime, companies aim to retain customers and cultivate their loyalty by providing added value beyond basic products or services. This can be achieved through the implementation of incentive-based programs, which seek to establish a relationship with customers and encourage their loyalty through rewards and special offers. The ultimate goal of such programs is to bind customers to the company, thus discouraging them from seeking out competitors and protecting the company’s revenue.

One common method of maintaining customer loyalty is through the use of card-based loyalty programs. These programs track customer purchases and calculate the corresponding rewards, which can take the form of physical products or discounts on future purchases. By offering discounted prices to loyal customers, companies can entice them to return to their store frequently.

While loyalty programs may appeal to customers’ rational purchasing decisions, they also tap into psychological effects, such as the “bargain hunting” instinct, which can ultimately shape customers’ shopping decisions based on the rewards they can earn through the program, even if those rewards only amount to a small percentage of their overall spending.

In addition to providing value to customers, loyalty programs can also generate valuable data for businesses. Depending on the system in place, companies can gain a comprehensive record of individual customer shopping behavior, which can be analyzed to optimize future offerings, enhance advertising efforts, and drive additional sales. For e-businesses, the option to link rebates directly to customer accounts allows for automatic discounts on future purchases.

Loyalty programs are especially relevant in the context of online sales, where there is a lack of physical interaction between the customer and the business. An alternative to traditional loyalty programs is the implementation of cashback programs, which allow customers to receive direct monetary returns on their purchases rather than physical rewards or rebates.

Where did the Customer Loyalty Program business model pattern originate from?

The concept of customer loyalty programs has a long history dating back over 200 years. In the late 18th century, American traders began giving tokens to customers, which could be collected and exchanged for additional products. In the 19th century, retailers started distributing badges and stamps that could be redeemed for vouchers upon customers’ return to the store.

One of the first third-party loyalty programs was introduced by the American company Sperry & Hutchinson in the form of Green Shield Stamps. Under this program, customers were entitled to receive stamps when making purchases from participating retailers such as supermarkets, petrol stations, and shops. These stamps were collected in a special book and could be redeemed for products from a catalogue or the Green Shield Stamps store once a certain number of points was reached. Retailers purchased the stamps from Sperry & Hutchinson and distributed them to customers, offsetting the cost through increased customer loyalty and revenue. The program was popular with all parties involved and also generated additional income for Sperry & Hutchinson through the sale of stamps.

Applying the Customer Loyalty Program business model

The Customer Loyalty Program business model is effective in a wide range of situations and has become something of a necessity in today’s competitive business environment. A customer-centric culture is crucial for a company’s long-term success, and implementing loyalty programs is an excellent way to engage with customers and increase their loyalty and identification with the brand. Winning and retaining customers requires a combination of art and science, and companies must strive to master this balance in order to thrive.

When a customer’s annual spend increases, so does access to exclusive rewards like private hotlines and exclusive events.

Amazon Prime

An annual flat fee provides free shipping and other benefits, increasing the total transaction frequency by Prime members.

American Airlines: AAdvantage

The Advantage program was one of the first loyalty programs in the commercial flight industry. By gathering information through its flight booking system, Sabre, the company was able to identify frequent flyers and offer them participation in the program, which rewarded them with air miles for each booking. These points could be redeemed for upgrades, future bookings, special offers, and other benefits, and the costs of the program were offset by the consistent revenue it generated.

A German loyalty card program with over 26 million users. Customers are credited with points for every cent spent, which can be redeemed for cash, exchanged for rewards on the Payback website or from partners, or donated to charity. Payback tracks the purchasing behavior of customers with partner firms, and the majority of customers (80%) give the company consent to store their data. This data is used for data analysis and targeted advertising campaigns, which can improve marketing efforts and drive higher sales and revenue for Payback and its partners.

Trigger Questions

  • What can we give back to loyal customers that they value?
  • How and where can you communicate with customers to build loyalty?
  • How can we most effectively understand our customer's needs?
  • Is it possible for us to offer value to our customers through some form of reward or benefit?
  • How can we inspire our customers to become enthusiastic supporters of our brand?
  • Could we adopt a similar approach to customer interaction as sports clubs, fostering a sense of community and fanaticism?

Purchase a Business Model Pattern card deck

This business strategy is part of the Business Model Patterns printed card deck .

Related plays.

  • Business Model Navigator by Karolin Frankenberger and Oliver Gassmann
  • 7 Innovative Customer Loyalty Programs and How To Start by Shopify
  • 13 Innovative Loyalty Program Rewards by Referral Rock
  • How Sephora Revitalised Their Loyalty Program by Mollie Woolnough-Rai
  • S&H Green Stamps by Wikipedia

Want to learn more?

Receive a hand picked list of the best reads on building products that matter every week. Curated by Anders Toxboe. Published every Tuesday.

No spam! Unsubscribe with a single click at any time.

Validation Patterns

Validate the problem.

Is your problem worth solving?

  • Closed-Ended Surveys
  • Cold Calling
  • Comprehension Test
  • Contextual Inquiry
  • Crowdfunding
  • Crowdsourcing
  • Customer Service Logs
  • Fake door testing
  • Family Tree
  • Find the Watering Hole
  • Five People Who Are In
  • Five Second Test
  • Focus Group
  • Industry Forums
  • Move in With the Customer
  • Read App Reviews
  • Remote User Testing
  • Sell the Future
  • Write Down Your Concept

Validate the market

Don't build something that nobody wants

  • Classified Posting
  • Collect Pre-orders
  • Conjoint Analysis
  • Data Mining
  • Feature Stub
  • High Hurdle
  • Offer a Sample
  • One Night Stand
  • Physical Before Digital
  • Product-Market Fit Survey
  • Run Test Ads
  • Sales Pitch
  • Single-Feature Product
  • Spoof Landing Pages
  • Trends and Keyword Analysis
  • Wizard of Oz

Validate the product

Does your product solve the problem?

  • A/B Testing
  • Beta Launch
  • Clickable Prototype
  • First Click Testing
  • Guerilla User Testing
  • Impersonator
  • LEGO prototype
  • Micro Surveys
  • Minimum Marketable Product
  • Multivariate Testing
  • Net Promoter Score (NPS)
  • Paper Prototype
  • Pretend to Own
  • Takeaway Test
  • Try it Yourself
  • Working Prototype

Validate willingness to pay

Are people willing to reach into their wallets?

Business Model Patterns

Customer segment.

Meeting the unique needs of each and every customer

  • Bottom of the Pyramid
  • Ultimate Luxury

Pricing Model

Innovative pricing strategies for sustainable growth

  • Access over Ownership
  • Bait and Hook
  • Cash Machine
  • Dynamic Pricing
  • Pay What You Want
  • Reversed Bait and Hook

Revenue Streams

Explore different revenue streams to maximize potential

  • Fractional Ownership
  • Franchising
  • Hidden Revenue
  • Microfinance
  • Pay Per Use
  • Performance-Based Contracting
  • Subscription
  • Virtual Economy
  • Rent Instead of Buy

Value Network

Sharing resources and risks for mutual benefit in the network

  • Affiliation
  • Brands Consortium
  • Joint Venture
  • Layer Player
  • Multi-Sided Market
  • No Middle Man
  • Omnichannel
  • Orchestrator
  • Peer-to-Peer
  • Platform as a Service
  • Revenue Sharing
  • Self-Service
  • Shop in Shop
  • Virtualization

Value Proposition

Value proposition strategies for long-term success

  • Blended Value
  • Cross Selling
  • Experience Selling
  • Guaranteed Availability
  • Ingredient Branding
  • Make More of It
  • Mass Customization
  • One-stop-Shop
  • Product as Point of Sale
  • Product Self-Service
  • Reverse Innovation
  • Sensor as a Service
  • Solution Provider
  • White Label

Value Proposition Development

Unlocking growth through value proposition design

  • Digitization
  • From Push to Pull
  • Leverage Customer Data
  • Open Business Model
  • Open Source
  • Reverse Engineering
  • Trash-to-Cash
  • User Designed

Workshop Patterns

Convert empathy to clarity by refining insights into problem definitions

  • Dependency Mapping
  • Future-Back Planning
  • Future Press Release
  • Objectives and Key Results

Uncover insights and drive problem-solving through deep analysis

  • Assumptions Collection
  • Business Model Mapping
  • Circles of Influence
  • Empathy Mapping
  • Fishbone Diagram
  • Force Field Analysis
  • Force Field Network
  • Hopes and Fears
  • Impact Mapping
  • Journey Mapping
  • Market of Skills
  • Opportunity Solution Tree Mapping
  • Prototype Persona
  • Service Blueprint
  • Six Thinking Hats
  • Skills Star Mapping
  • Stakeholder Mapping
  • Starbursting
  • Touchpoint Mapping
  • User Story Mapping
  • Value Proposition Mapping
  • Why-How Laddering
  • Adjacency Matrix
  • 20-Year Brand Roadmap
  • Competitive Landscape
  • Design Principles
  • Golden Circle
  • Golden Path
  • Hypothesis Statement
  • Job Stories
  • Personality Sliders
  • Problem Statement
  • Product Box
  • Storyboarding
  • Top Audiences
  • Top Brand Values
  • Value Proposition Statement

Unleash creativity to collaboratively discover fresh solutions

  • 3-12-3 Brainstorm
  • Bad Idea Brainstorming
  • Competitor Demos
  • Crazy Eights
  • Design Charrette
  • Figure Storming
  • Forced Analogy
  • How Might We
  • Mind Mapping
  • Perfection Game
  • Powers of Ten
  • Reverse Brainstorming
  • Round Robin
  • The Anti-Problem
  • Yes, And! Brainstorm
  • Head / Heart / Hand
  • PEST Analysis
  • Rose / Thorn / Bud
  • Start / Stop / Continue
  • SWOT Analysis

Prioritize ideas or challenges to determine where to direct your attention and efforts

  • Assumptions Mapping
  • Blind Voting
  • Decider Vote
  • Fist to Five
  • Five-Fingered Consensus
  • Heatmap Voting
  • Letter to Myself
  • Note and Vote
  • Priority Mapping
  • Project Plan
  • Prune the Product Tree
  • RACI Matrix Mapping
  • Red:Green Cards
  • Roles and Responsibilities
  • Roman Voting
  • Stack Ranking
  • Trade-off Sliders
  • Who / What / When Matrix

Build a shared understanding to reach your goals together

  • Fishbowl Discussion
  • Lean Coffee
  • Mad / Sad / Glad
  • Plus / Delta
  • Three Little Pigs

Core techniques used to plan and lead effective workshops

  • Affinity Mapping
  • Card Sorting
  • Parking Lot
  • Poster Session
  • Return on Time Invested
  • Safety Check
  • Silent Storming
  • Talking stick

Ice Breakers

Relieve initial group awkwardness and establish a safe space

  • Personal Histories

Persuasive Patterns

Encourage action by eliciting positive or negative emotions about the behavior or situation.

  • Anchoring Bias
  • Authority Bias
  • Cashless Effect
  • Commitment & Consistency
  • Curiosity Effect
  • Endowment Effect
  • Halo Effect
  • Humor Effect
  • Intentional Gaps
  • Isolation Effect
  • Need for Closure
  • Optimism Bias
  • Peak-End Rule
  • Priming Effect
  • Reciprocity
  • Retaliation
  • Scarcity Bias
  • Serial Positioning Effect
  • Status-Quo Bias
  • Value Attribution


Alter physical or social environments to subtly shift behavior patterns.

  • Decoy Effect
  • Default Effect
  • Framing Effect
  • Hedonic Adaptation
  • Loss Aversion
  • Risk Aversion

Broaden knowledge or insight regarding the behavior or situation to inform decisions.

  • Analysis Paralysis
  • Cognitive Dissonance
  • Conceptual Metaphor
  • Delay Discounting
  • Inaction Inertia Effect


Show practical examples or models of the desired behavior for clear guidance.

  • Recognition over Recall
  • Role Playing
  • Storytelling

Connect the behavior to individual values and concerns, making it personally relevant.

  • IKEA Effect
  • Liking Bias
  • Negativity Bias
  • Noble Edge Effect
  • Nostalgia Effect
  • Positive Mimicry
  • Self-Expression
  • Social Proof

Highlight current actions and their reasons, bringing unconscious habits to awareness.

  • Centre-Stage Effect
  • Periodic Events
  • Picture Superiority Effect

Streamline the process or action, making it more accessible and less daunting.

  • Appropriate Challenges
  • Autonomy Bias
  • Choice Closure
  • Commitment Devices
  • Endowed Progress Effect
  • Feedback Loops
  • Fresh Start Effect
  • Limited Choice
  • Pattern Recognition
  • Present Bias
  • Zeigarnik Effect

Develop necessary skills and competencies to enable effective action.

  • Competition
  • Unlock Features

Increase the expectation of costs or consequences of action.

  • Sunk Cost Bias

Use the promise of rewards to motivate and encourage desired actions or behaviors.

  • Achievements
  • Goal-Gradient Effect
  • Prolonged Play
  • Temptation Bundling

Community events Product Loop

Product Loop provides an opportunity for Product professionals and their peers to exchange ideas and experiences about Product Design, Development and Management, Business Modelling, Metrics, User Experience and all the other things that get us excited.

  • Become a mentee
  • Become a mentor
  • Product Management glossary
  • User Experience glossary
  • Product playbooks
  • Product & UX video library
  • Privacy Policy
  • Terms and Conditions
  • Code of Ethics

Made with in Copenhagen, Denmark

Want to learn more about about good product development, then browse our product playbooks .


  • The Magazine
  • Newsletters
  • Managing Yourself
  • Managing Teams
  • Work-life Balance
  • The Big Idea
  • Data & Visuals
  • Reading Lists
  • Case Selections
  • HBR Learning
  • Topic Feeds
  • Account Settings
  • Email Preferences

How to Make Your Loyalty Program Pay Off

  • Brett Hollenbeck
  • Wayne Taylor

loyalty program business model

A study of 2 million transactions at one retailer shows how companies often chase the wrong customers.

Do loyalty programs actually create more-loyal customers? In a recent study, researchers analyzed two years of purchase data from more than 10,000 customers at a top U.S. retailer to explore how spending did (or didn’t) change after customers became loyalty members. They found that loyalty programs do increase profitability — but only for some customers, and not the ones you might think. Specifically, while the retailer had been targeting loyalty program promotions at customers with high levels of past spending, the researchers found that joining the program actually had no impact on those customers’ spending. On the other hand, joining the loyalty program increased spending by close to 50% for customers who were highly vulnerable to competitors. The researchers used a machine learning model to gain insight into who exactly these customers were, and found that the best predictor of changes in spending was actually customers’ locations relative to both the retailer’s stores and competing stores. Based on this surprising finding, the authors argue that marketers should target their promotions based not on historical spending, but on location, and that they should further consider investing in simple machine learning tools that can help them to identify the non-obvious traits that may correlate with profitability in their unique industry and market.

Ninety percent of leisure and hospitality companies (and more than 60% of all companies) offer some type of loyalty program — and yet, it’s not at all clear that these programs actually work. One report found that the average consumer belongs to more than 14 loyalty programs, often with multiple competing brands , suggesting that these programs hardly create loyal customers.

loyalty program business model

  • BH Brett Hollenbeck is an assistant professor of marketing at the UCLA Anderson School of Management.
  • WT Wayne Taylor is an assistant professor of marketing at the Cox School of Business at Southern Methodist University.

Partner Center


  1. Loyalty Program Business Model Ppt Powerpoint Presentation Summary

    loyalty program business model

  2. Loyalty Programs

    loyalty program business model

  3. Loyalty Model: Four Loyalty Archetypes for your customers?

    loyalty program business model

  4. The Loyalty Program Engagement Model

    loyalty program business model

  5. Loyalty Program Business Model Ppt Powerpoint Presentation Show Cpb

    loyalty program business model

  6. The Definitive Guide to Customer Loyalty Programs

    loyalty program business model


  1. Addressing Labor Shortages in the Generational Workforce with AI

  2. The business of Loyalty: Loyalty program liability, an investment, not a cost

  3. Loyalty Program Launch

  4. Plan Your Loyalty Program

  5. Manage Program Members

  6. The Secret to Business Success? LOYALTY!


  1. The Customer Loyalty Business Model Explained: Maximizing

    The customer loyalty business model encompasses various strategies and tactics aimed at fostering customer loyalty and maximizing its benefits. These strategies can include personalized marketing campaigns, loyalty programs, exceptional customer service, and continuous engagement with customers.

  2. The Business Model: Customer Loyalty Program. What it is, How

    How: Provide incentives that target recurring customer interaction, fostering an emotional connection or simply rewarding with special offers beyond the product or service itself. Why: Boost retention rates by providing relevant reasons for customers to return.

  3. How to Make Your Loyalty Program Pay Off

    How to Make Your Loyalty Program Pay Off. Summary. Do loyalty programs actually create more-loyal customers? In a recent study, researchers analyzed two years of purchase data from more...