11 Winning Loyalty Program Examples for 2025

Most loyalty programs appear impressive on paper but fail to foster genuine loyalty. What truly matters isn’t flashy perks or complex systems, but real results: repeat purchases, stronger relationships, and long-term gro. This guide brings you 11 loyalty program examples that actually work. From global giants to local brands, each shows a proven way to keep customers coming back. Before diving into the analytics, this table helps you quickly see how 11 loyalty programs differ: 

Program	Brand / Industry	Type	Highlights	Impact
Vinamilk Rewards	FMCG / Dairy (VN)	Points + Gamified	Earn via QR, missions, scratch cards	50% redemption, 450% ROI, 30M+ users
Ulta Beauty Rewards	Retail / Beauty (US)	Tiered (3 levels)	Bonus pts, birthday gifts, card perks	95% sales via members, 44M+ active
The Body Shop Club	Retail / Beauty (Global)	Points + Social	10 pts/$1, donate to charity	10M members, strong inclusivity appeal
Rolls-Royce Whispers	Luxury Auto	Invite-only	Curated luxury access, networking	Elite global circle, brand prestige
Marriott Bonvoy	Hospitality / Travel	Tiered Ecosystem	6 tiers, mobile perks, credit cards	200M+ members, 65% room nights
Flybuys	Retail / Fuel (AU)	Coalition Points	20+ partners, app “Boost” offers	8M households, top program in AU
Swarovski SCS	Luxury / Retail	Paid Club	Limited pieces, early access, events	Early luxury club, loyal collectors
AIR MILES	Retail / Finance (CA)	Coalition	300+ partners, Cash & Dream miles	2.3B miles redeemed, millions of users
Rakuten Cashback	E-commerce	Cashback	1–10% cashback, referrals, auto coupons	3,500+ brands, millions of users
SKIMS Rewards	Fashion / Apparel	Tiered App	Early drops, free returns, VIP support	Helped reach $4B valuation
Costco Membership	Retail / Wholesale	Paid	Required for entry, 2% cashback	136.8M members, global success

Now, scroll through, find what fits, and make loyalty work for you.

Is Loyalty Program Essential in 2025 and Beyond?

Yes, undoubtedly!  Loyalty programs are no longer just a “bonus.” They’ve become a fundamental strategy for growth and retention. Here’s why:

• Customers have more choices than ever.
  
• Advertising costs are climbing.
  
• Email open rates are falling.
  
• Attention is harder to win and easier to lose.
  

To stay top of mind, brands must reward loyal customers, build trust, and give people compelling reasons to return.

The evidence is clear: Over 90% of brands now run a loyalty program,  and 79% of shoppers say it keeps them coming back. That’s not just a trend, that’s proof.

Type of Loyalty Program You Should Know

Loyalty programs may look similar, but their structures vary depending on customer habits and brand goals. Here are the six main types you’ll see in real-world examples:

• Points-based: Customers earn points per purchase and redeem them for discounts or rewards. Simple and effective for frequent shopping.
  
• Tiered: Rewards grow as customers move up levels, adding a sense of status and aspiration.
  
• Coalition: Multiple brands share one program, so members can earn and redeem across everyday categories like retail, fuel, or travel.
  
• Cashback: Straightforward—shoppers get a percentage of their spending back in cash or credits.
  
• Membership (Paid): Customers pay upfront for access to special prices, perks, or savings, which keeps them committed.
  
• Luxury/Exclusive: Invitation-only clubs built around prestige, experiences, and community rather than transactions.
  

These models set the stage for the brand examples we’ll analyze next.

Top 11 Inspired And Successful Loyalty Program Examples

1. Vinamilk Rewards (Points-based)

Vinamilk is Vietnam’s largest dairy brand. In 2023, Vinamilk partnered with Joy Loyalty to launch a modern, digital-first rewards program that quickly became a customer favorite: 

• With Joy Loyalty’s platform, customers can earn points effortlessly across every channel – in stores, on the app, on the website, or at supermarkets by scanning QR codes.
• Each purchase returns 2–4% in points, which members can redeem for vouchers, promotions, or health-focused rewards.
• In-store shoppers also enjoy scratch-card QR codes that unlock instant digital points, turning routine purchases into a fun, gamified experience.
• All of this is managed through Joy Loyalty’s central digital hub, accessible on both mobile and desktop. Here, members can easily track points, complete missions, and redeem rewards.

By combining Vinamilk’s scale with Joy Loyalty’s technology, the program delivers convenience, engagement, and long-term value: 

👉 See Vinamilk Rewards

You can also read the full story of Vinamilk and learn more about how they grow their giant brand with Joy Loyalty.

2. Ulta Beauty Rewards Program (Tiered)

Ulta Beauty, one of the largest U.S. beauty retailers, ties more than 95% of its sales to its rewards program. The system has become the backbone of Ulta’s customer strategy.

Source: Glossy

So what makes Ulta Beauty’s program successful?

• The program has three tiers (Base, Platinum, and Diamond).  The more you spend, the higher your tier and the faster you earn points. Platinum members earn 1.25x points per dollar, while Diamond members earn 1.5x points.
• To keep things exciting, Ulta adds extra perks:
  • Bonus point promotions on selected products or brands, helping members earn faster while trying new items
  • Birthday gifts for every member, adding a personal touch during their birthday month
  • A Rewards Credit Card that offers double points on purchases plus exclusive discounts.
• Finally, customers enjoy a seamless experience because the program operates consistently across in-store, online, and mobile app platforms.

By combining everyday value with aspirational perks, Ulta has turned its loyalty program into a growth engine: 

👉 See Ulta Beauty Rewards

3. The Body Shop – Love Your Body Club (Points-based)

The Body Shop, a global beauty brand with over 3,000 stores in 70+ countries, is known for its cruelty-free products and social activism. Its Love Your Body Club loyalty program reflects these values by rewarding purchases while fostering a sense of community and empowerment among its 10 million members worldwide.

So, what makes it work?

• It starts with a simple point system: members earn 10 points for every $1 spent, and every 100 points equal $1 in rewards, so the value is always clear.
• Beyond points, members enjoy personal perks such as a $10 birthday reward, early access to sales, tailored offers, and surprise gifts that make them feel recognized.
• The program also gives back, allowing members to donate their rewards to charity partners and strengthening emotional loyalty through shared values.
• Unlike many tiered systems, Love Your Body™ Club is flat, so every member has equal access to the core benefits, reflecting fairness and inclusivity.
• All of this is supported by a mobile-first experience, where members can track points, redeem rewards, and access content about ethical sourcing and sustainability. 

The program has achieved:

(Sources: Bazaarvoice, Latterly,  Cosmeticsbusiness)

4. Rolls-Royce – Whispers (Exclusive)

Rolls-Royce, renowned for its exclusivity and craftsmanship, introduced Whispers in 2020 as an invitation-only app for verified owners. Often described as “the most exclusive social network in the world,” it blends luxury services, curated experiences, and private community access.

So what sets Whispers apart?

• Ultra-exclusive access: Only verified Rolls-Royce clients receive access to Whispers. This exclusivity alone turns the app into a status symbol. The platform serves as a digital key to a global club of tastemakers, entrepreneurs, and visionaries.
• Tailored experiences and curated luxury: Members enjoy access to once-in-a-lifetime experiences, such as
  • Private previews of unreleased art collections and luxury items
  • Bespoke travel arrangements, including suborbital flights or private island buyouts
  • Invitations to partner events with brands like Dom Pérignon, Christie’s, or the Monaco Yacht Show
• Direct brand engagement: Whispers enables members to connect directly with Rolls-Royce designers and executives, providing exclusive behind-the-scenes insights into the creative process and previews of upcoming models. 
• Private community and networking: Whispers has a private community space lets owners build discreet business and social relationships with other influential members
• On-demand concierge service: Through the app, members can request personalized services, from sourcing rare watches to arranging meetings with world-renowned chefs. 

👉 See Rolls-Royce Whispers

5. Marriott Bonvoy (Tiered)

Marriott Bonvoy is one of the largest travel loyalty ecosystems, with over 200 million members worldwide.  Let’s see how Marriott Bonvoy works:

• At its core, members earn 10 points per dollar at most hotels and can redeem them for free nights, flights, car rentals, unique experiences, or room upgrades.
• Six membership tiers reward loyalty with escalating benefits, including bonus points, guaranteed late checkout, and personalized concierge service.
• To make travel easier, the Bonvoy app brings everything together with mobile check-in, digital keys, real-time chat with hotel staff, and tailored offers based on past stays.
• For frequent travelers, co-branded credit cards with Chase and American Express accelerate earning and unlock additional benefits like annual free nights and no foreign transaction fees.
• Ultimately, Bonvoy extends beyond hotels through partnerships with airlines, luxury brands, and global events. This turns the program into a lifestyle platform.

👉 See Marriott Bonvoy

6.Flybuys | Australia’s favourite rewards program (Coalition)

Flybuys has grown from a simple points program into a full rewards ecosystem that touches nearly every part of daily life in Australia (retail, fuel, travel, and even financial services). Today, it is widely regarded as the nation’s favorite loyalty program ( 8 million active households)

Source: Point Hack

What makes Flybuys so effective?

• With more than 20 partners, members can earn points almost everywhere they shop, usually one point per dollar, with frequent bonus multipliers making balances grow faster
• Members earn 1 Flybuys point per $1 spent (with promotional multipliers often available), and points can be redeemed for:
  • Flybuys dollars for in-store discounts at Coles and partners
  • Gift cards and merchandise
  • Travel bookings and upgrades
  • Velocity frequent flyer points (at a 2:1 transfer rate)
• Flybuys drives engagement through
  • Targeted weekly offers based on shopping behaviour (via email, app, or receipt)
  • “Boost” promotions that allow users to activate bonus point deals
  • Flybuys shake ‘n’ shop and seasonal gamified experiences, increasing app engagement and spend
  • Flybuys maximiser via the app, which suggests the most effective way to earn points based on shopping history
• The Flybuys app brings everything together, with millions of Australians using it each month, and it is highly rated in app stores. 

👉 See Flybuys

7/ Swarovski Crystal Society (Exclusive)

Swarovski, the world-renowned Austrian luxury brand, offers an exclusive membership program: the Swarovski Crystal Society (SCS). SCS is one of the earliest examples of a luxury brand loyalty club, centered not on transactional rewards but on exclusive artistry, community, and emotional connection

So howSwarovski Crystal Society work?

• As a member, you have the opportunity to purchase exclusive, limited-edition pieces that are not available to the public, including the special Annual Edition, which is designed fresh each year.
• Members also enjoy early access to new collections, the ability to shop before others, and personalized shopping experiences.
• Beyond the products, membership gives you a closer look behind the scenes. Through magazines, newsletters, and digital channels, Swarovski shares the inspirations, design techniques, and innovations behind each creation.
• Finally, SCS is about being part of a global community. Members connect through local collector groups, online forums, or Swarovski-hosted events, sharing their passion and celebrating the stories behind every piece.

👉 See Swarovski SCS

8. AIR MILES (Coalition)

AIR MILES is Canada’s most established coalition rewards program, used by millions of households. It works across multiple retailers and industries.

Here is how they made it work:

• AIR MILES is built on a coalition model, meaning it partners with many well-known retailers across Canada (from grocery stores like Metro and Sobeys to fuel stations like Shell, banks like BMO, and even retailers like Staples)
• Members can choose two ways to redeem their miles, depending on their goals:
• Cash Miles for instant rewards, such as discounts at checkout in participating partner stores
• Dream Miles for bigger rewards, including flights, merchandise, or unique experiences
• To keep things exciting, AIR MILES runs special campaigns and promotions throughout the year. Events like Shop the Block or Mega Miles encourage members to shop at multiple partners, while frequent bonus offers and personalized deals help members earn faster.
• Everything is managed through the AIR MILES app, where members can track balances, find offers, and redeem digital coupons. 

👉 See AIR MILES

9. Rakuten (Cashback)

Rakuten simplifies loyalty with a single, clear promise: cash back on purchases. Over the years, it has grown into a significant platform with millions of users. Today, by partnering with over 3,500 retailers across various categories, including fashion, electronics, and groceries, Rakuten offers its members numerous opportunities to save.

Let’s see how this loyalty program example work effectively:

• Members earn cash back by shopping through Rakuten’s website, app, or browser extension, with rates typically ranging from 1% to 10%, depending on the store.
  
• Cashback also applies to in-store purchases when members link their credit or debit card to Rakuten.
  
• Extra rewards come from the referral program, where users get a bonus for every friend who signs up.
• To make sure no deal is missed, Rakuten offers a browser extension that automatically alerts shoppers to cashback opportunities and applies coupons at checkout.
• And for those who prefer mobile, the Rakuten app serves as a convenient hub to shop, track earnings, and redeem rewards anytime.

👉 See Rakuten

10. SKIMS: SKIMS Rewards (Tiered)

SKIMS, the shapewear and fashion brand co-founded by Kim Kardashian, runs a loyalty program exclusively through its mobile app.

• There are two membership levels:
  
  • Marble is where everyone starts. Members get early access to new arrivals, app-only product drops, free returns (U.S. only), and restock notifications.
    
  • Onyx unlocks after four separate purchases, $500+ in spending, or completing 10 engagement actions. Onyx members enjoy exclusive access to select drops, complimentary shipping, expedited refunds, and priority customer service.
• The focus is on early access and restocks, which is key to SKIMS’ drop-based sales strategy. Members receive priority notification when popular items return to stock or new collections are launched.
  Onyx members also receive enhanced customer support, including expedited refunds and priority assistance.

Thanks in part to this loyalty initiative, SKIMS has scaled into a multi-billion-dollar enterprise with an estimated value of US$4 billion. 

👉 See SKIMS Reward

11. Costco Membership

Costco operates one of the world’s most successful paid membership programs.  Instead of a points-based system, it builds loyalty through simple value – low prices, high quality, and trust. Members stay because the savings speak for themselves.. As of 2024, Costco boasts 136.8 million members globally.

Now, I will show how the Costco membership system is designed: 

• To shop at Costco, you must become a member. There are three types: Gold Star (for individuals), Business (for business owners), and Executive, which adds premium perks. Membership costs range from $65 to $130 per year.
• All members gain access to Costco warehouses and additional services, including travel, insurance, and business solutions. 
• If you upgrade to the Executive membership, the benefits go further: you earn 2% back each year on eligible Costco and Costco Travel purchases (up to $1,250), and starting June 30, 2025, you’ll also enjoy early entry into stores before regular hours.

👉 See Costco Membership

Why Study Loyalty Programs Before You Build One?

Because guessing isn’t a strategy! I’ve seen businesses rush to launch loyalty programs just because a competitor had one. However, what works for a fashion brand might not work for a local bakery. And copying without knowing why something works? That’s a fast way to waste time and confuse customers.

Loyalty programs aren’t one-size-fits-all. They need to fit your store, your customers, and your goals.

Before I built mine, I stepped back and asked a few key questions:

• What do my customers actually care about?
• What are other stores in my niche doing, and what are they missing?
• What kinds of programs are actually working in my industry right now?

This foundation helps you make better decisions about your program’s structure, reward types, technology, and how you communicate value. It keeps you focused on building a system that drives repeat behavior, not just ticking the “we have a loyalty program” box.

For more inspiration, explore these loyalty program examples and eCommerce loyalty program examples to see how top brands turn engagement into long-term loyalty.

FAQs

Conclusion

Customer loyalty today goes far beyond simple points or discounts. The best loyalty program examples of 2026 show that when brands personalize experiences and genuinely put customers first, they turn casual buyers into lifelong fans.

A great loyalty program is not just a marketing tactic but a long-term investment in trust and growth. Start building yours today and see how meaningful loyalty can fuel stronger relationships and steady sales for years to come.