TOP 40 LOYALTY PROGRAMS

TOP 40
LOYALTY PROGRAMS
BENCHMARKING STUDY
We all know that selling to existing customers is several times cheaper than acquiring new
ones. That’s why loyalty programs are such a hot topic nowadays. Companies compete with one
another in variety of creative ways to come up with ideas on how to shape loyalty programs -
many of them use points that can be redeemed for different prizes, some of them establish
tiers or segments to encourage more purchases, and yet others partner with other companies
to deliver all-inclusive offers. However, the best programs are not only about rewards. They are
about the whole experience that the brand delivers to its clients.

That’s why we decided to gather 40 of the best loyalty programs in one place. We selected these
programs based on our own experience and thousands of top loyalty-program listings that you
can easily find on the internet.

We described these programs based on the most important loyalty elements:

Touchpoints:

• Where are the Customer’s contact points with the program?

Earning rules:

• What activity is rewarded with points or prizes?

• Levels/segmentation (earning rules & discount)
• Does the program assume segmentation (gradation) of participants?
• What are the segments?
• What are the conditions for moving to the next segment?

Rewards:

• What does the awards system in the program look like?

From this report you’ll learn how brands deal with loyalty issues, how the most popular loyalty
programs are built and how the key elements look in particular programs.

At the end of this report you’ll find a bonus - a bunch of insights with the most popular
statistics regarding loyalty and loyalty programs, based on the Nielsen’s ‘Get with the program:
perspectives on retail loyalty-program participation and perks’ report.

We hope you
enjoy our
report!
Table of contents
Beauty/Pharmacy Apparel/Fashion Home Depot
Pro Xtra 27
Sephora Swarovski
Beauty Insider / V.I.B 5 Be Swarovski 17 Automotive/
Pampers
Pampers Rewards 5
Nordstrom
Nordstrom Rewards 17
Petrol
Walgreens Carter’s Shell
Balance® Rewards 6 Rewarding Moments 18 Drivers’ Club 29
Lancôme H&M Tesla
Elite Rewards 6 H&M Club 18 Rewards 29
Elf Cosmetics Payless Speedway
Beauty Squad 7 Payless Rewards 19 Speedy Rewards 30
BP
Food Sport Driver Rewards 30

Tesco Decathlon Canadian Tire

Tesco Clubcard 9 My Decathlon 21 Canadian Tire ‘Money’ 31

Starbucks
Starbucks Rewards 9
Muscle&Strength
Rewards 21
Entertainment
JCPenney Nike Toys ”R” Us
Rewards 10 Nike Plus 22 Rewards ”R” Us 33
Walmart Zappos Disney
Savings Catcher 10 Zappos Rewards 22 Disney Rewards 33
Dunkin’ Donuts Rewards4Golf Marvel
DD Perks 11 Rewards 23 Marvel Insider 34
Hilton
Services/B2B Home/ Hilton Honors 34

Uber Decoration Nintendo

My Nintendo 35
Momentum Rewards 13
Ikea Family
Verizon
Smart Rewards 13
Rewards 25 Bonus
Kohl’s
Sprint Yes2You Rewards 25
Rewards 14
Pottery Barn
Citi The Key 26
Thank You 14
Bed Bath and
Miles and More Beyond
Rewards 15
Reward Card 26
Beauty/Pharmacy
TOP 40 LOYALTY PROGRAMS 5

Sephora
Beauty Insider / V.I.B
Beauty Insider is a loyalty program led by Sephora, a French chain of
cosmetic stores. Sephora has a global reach of approximately 500
stores in around 15 countries.
Sephora programs are available online and offline. Beauty Insider
is a basic program available for all customers - V.I.B and V.I.B Rouge
are more exclusive. The brand decided to use tiers, which can be
set based on the number of orders, loyalty points earned, or total
dollars spent.
Pampers
Pampers Rewards
Pampers Rewards is a loyalty program led by Pampers, an American
name brand of baby and toddler products marketed by Procter &
Gamble. Pampers is the #1 diaper brand worldwide, with a revenue
of about 11.6 billion euros ( May 2017).
The Pampers Rewards program is available online. Customers can
earn points by scanning in-pack codes or entering them manually
every time they purchase a Pampers product. Points can be
redeemed for coupons and gifts from the Pampers reward catalog.

The program is run: The program is run:

• online • online
• offline in participating shops. • offline.
To register for the program, customers have to fill in the To join the program, customers have to fill in an online form
application form online through the Sephora website, through the available through the website or Pampers Rewards mobile app (iOS/
mobile app (iOS/Android), or do it offline in one of Sephora stores. Android).
The program is divided into 3 segments, basic Beauty Insider The program isn’t divided into segments.
(free), and exclusive V.I.B ($350 spent annually) and V.I.B Rouge
($1000 spent anually).
Benefits:

Benefits: • 100 points for registering and signing up for the Pampers
Beauty mobile app
Reward V.I.B V.I.B Rouge
Insider • 50 points for first code scan
• Access to Pampers Special Offers
Online personalized cosmetic
recommendations
+ + + • Redeeming points for coupons and gifts from Pampers reward
catalog
Access to Reward Bazaar + + + • Opportunity to enter a sweepstakes (e.g free diapers for a
Birthday gift (mini cosmetic set) + + + number of months, t-shirts)
• Discounts and free shipping in Dr. Seuss Book Club
Beauty classes + + +
• $20 Mother’s Discount Offer from Exergen
Seasonal savings + + • $10 off next purchase of $40 and more at The Children’s Place
Handpicked gifts + + stores (online and offline).

1 Free custom makeover + +

(if you (if you
Free flash 2-day shipping spend spend
+
on all orders $10 an- $10 annu-
nually) ally)
Private hotline +
Invitations to exclusive events +

Apart from the loyalty program, Sephora also offers a program

based on loyalty cards, which includes White, Black and Gold cards.
Cards are available in a limited number of countries. Customers can
gain points through purchases and exchange them for prizes. To
upgrade a card, customers have to spend more annually.
TOP 40 LOYALTY PROGRAMS 6

Walgreens
Balance® Rewards
Balance® Rewards is a loyalty program run by Walgreens, America’s
pharmacy store chain serving prescriptions, health & wellness
products, health information and photo services in more than 8,175
stores in all 50 states of America, the District of Columbia, Puerto
Rico and the U.S Virgin Islands.
The Balance® Rewards program is available online and offline. The
brand decided not to use segments or tiers, but to use the points
method within their loyalty program. Customers can enjoy special
offers and discounts, and exchange their points for coupons and
prizes.
The program is run:
Lancôme
Elite Rewards
Elite Rewards is a loyalty program run by Lancôme, a part of the
L’Oreal Luxury Products division. It’s a French luxury perfumes and
cosmetics house that distributes products internationally.
The Elite Rewards program is available online and offline. The brand
decided to use tiers. Members upgrade their status by spending a
specific amount of money annually. Lancôme has chosen to use the
points method within their loyalty program.
The program is run:
• online
• offline in participating shops.

• online To register for the program, customers have to fill in the online
• offline in participating shops. application form through the Lancôme website (there’s no mobile
app) or offline in-store.
To join the program, customers have to enroll online through the
website or mobile app (iOS/Android), or offline at the checkout in The program is divided into 3 segments, Rose Gold (1-1,999
Walgreens pharmacy and photo kiosks. points), Gold (2,000-6,499 points) and Platinum (6,500+ points).

The program isn’t divided into segments.

Benefits:
Reward Rose Gold V.I.B V.I.B Rouge
Benefits:
• Beauty Enthusiast - $50 spent on beauty products All orders No No
gives 5,000 points Free shipping $49 or minimum minimum
• Members only offers - exclusive personalized products for more purchase purchase
members
• Activity tracker - points for healthy choices - e.g 20 points per Access to rewards catalogue
mile while walking, running cycling or carrying out weigh-ins, (full-sized products, VIP partner
+ + +
blood pressure tests, blood glucose tests, extra points for rewards, experiences and
quitting smoking/tobacco more)
• Access to paperless coupons and Weekly Ad with special deals Birthday gift + + +
• Prescription refills - 100 points for prescriptions and
Early access to best products
immunizations. Possibility to set up auto-refills online to earn + + +
and promotions
points on a regular basis
• Shopping deals - discounts and rewards for points. Anniversary gift + +
Free gift wrap + +
Customers can earn points for already purchased products, Complimentary Shoprunner™
including prescriptions and photos, and they can get rewarded for Membership - free 2-day + +
the healthy choices they make every day. shipping on favourite websites
Event access (Lancôme parties,
+
artistry events, and more)

There are many different

activities which allow
customers to gain points.
Points can be exchanged for
prizes, e.g prize of the week.
There is a different prize
every week.
TOP 40 LOYALTY PROGRAMS 7

Elf Cosmetics
Beauty Squad
Beauty Squad is a loyalty program run by E.L.F Cosmetics, an
American cosmetics retailer. The majority of E.L.F.’s cosmetics items
sell for $6 or less. Today, E.L.F has a revenue of 96.8 million dollars
(2017).
Beauty Squad is available online and offline. The brand decided to
divide it into three segments: Glow Getter, Rising Star and A-lister.
E.L.F has chosen to use the points method within their loyalty
program.

The program is run:

• online
• offline in participating shops.
To join the program, customers have to register online through
the E.L.F website. There is no mobile app available.
The program is divided into three tiers Glow Getter (0+ points)
Rising Star (101+ points, and A-lister (401+ points).

Benefits:
Glow
Reward Rising Star A-lister
Getter

Enrollment gift + + +

Birthday gift + + +
$5 off $20 purchase + + +
Eligible for $30 gift card + +
Free full size product + +
Early access to sales + +
Early access to new products +
Vote on new colors +
Choose your free full size gift +
Pick your sale day +

Besides spending money, members can also earn points for

different activities on Social Media and by referring friends to the
program.
Food
TOP 40 LOYALTY PROGRAMS 9

Tesco Starbucks
Tesco Clubcard Starbucks Rewards
Tesco Clubcard is a loyalty program run by Tesco, a British Starbucks Rewards is a loyalty program run by the Starbucks
multinational grocery and general merchandise retailer with a global Corporation. Today, the company has a global reach of more than
reach of more than 6,809 stores in 13 countries, more than 460,000 24,000 stores in 70 countries, more than 254,000 employees, and a
employees, and a revenue of about 55,917 million pounds (2017). revenue of about 5.29 billion dollars (April 2017).
Tesco Clubcard is a program available online and offline. The Starbucks Rewards is available online and offline. The loyalty
program is not divided into segments. The brand decided to use program includes cards, where customers can accumulate points.
the points method within their loyalty program. Points can be Cards are available in plastic and virtual versions in the Starbucks
exchanged for vouchers and coupons. Customers can enjoy special mobile app.
offers, e.g Christmas Savers.
The program is run:
The program is run:
• online
• online • offline in participating shops.
• offline in participating shops.
To join the program, customers have to create an account online
To join the program, customers have to enroll online through the at Starbucks website, register at least one Starbucks card to an
Tesco Clubcard website or offline in one of Tesco’s stores. There is account and activate it for 5 GBP. Cards can be activated in offline
also an app available (iOS/Android). participating stores. There is also an app available (iOS/Android).
The program isn’t divided into segments. The program is Divided into two levels. To reach the
Green Level, customers have to use Starbucks loyalty card
once. To reach the Gold Level, customers have to use
Benefits:
Starbucks loyalty card to collect 50 Stars within 12 months.
• Clubcard Boost - get offers to boost point balance:
• Coupons - customers can use Tesco coupons online and
Benefits:
offline in-stores Green
Reward Gold Level
• Christmas Savers - Top up throughout the year and receive: Level
• Download Apps
Free birthday gift + +
• Scan as you shop - customers can scan shopping as they go,
then pack it straight into bags Possibility to order ahead + +
• Tesco Bank - banking services like account, mortgage and Free in-store refills + +
home insurance
• Competitions - access to special competitions Free drink every 15 stars + +
• Access to Tesco Loves Baby Club Payment through phone + +
• Delivery Saver - special program to save on deliveries.
News, offers and special previews + +
Free extra shots +
Customers can redeem points for vouchers and activities in their
neighbourhood in categories such as entertainment, eating out, Free syrups, coconut milk and whipped cream +
travel, home and essentials, and lifestyle. Members can also Monthly double-star days +
use their points to take part in 4x value Family Days Out at over
Exclusive personalized gold card +
180 attractions and hundreds of restaurants, which means that
vouchers are worth 4 times their normal value. Reward every 125 Stars +
TOP 40 LOYALTY PROGRAMS 10

JCPenney
Rewards
JCPenney Rewards is a program run by JCPenney. JCPenney has
a global reach of approximately 1,000 stores across the United
States, Puerto Rico and online (jcpenney.com), more than 106,000
employees, and a revenue of about 12.5 billion dollars (in 2017).
JCPenney Rewards is available online and offline. The brand decided
to use levels in their loyalty program, which can be set based
on money spent annually. Each level includes a special Credit
Card (Red, Gold or Platinum). With each subsequent purchase,
the customer unlocks the opportunity to use special offers and
exchange online rewards for perks.
Walmart
Savings Catcher
The Walmart Savings Catcher is a loyalty program run by Walmart,
the American multinational retail corporation that operates as a
chain of hypermarkets, discount department stores and grocery
stores. Today, the company operates over 11,700 retail units under
59 banners in 28 countries, with more than 2.3 million employees
worldwide, and a revenue of about 485.87 billion dollars (May 2017).
The Walmart loyalty program is available online. Savings Catcher is
a price-comparison tool which guarantees cash-back if products are
cheaper anywhere else. Savings Catcher has to show Walmart as
the cheapest place to buy.

The program is run: The program is run:

• online • online
• offline in participating shops. • offline.
To register for the program, customers have to complete an To join the program, customers have to sign up online using the
online form through the JCPenney website, or enroll offline in-store. Walmart website or Savings Catcher App (iOS/Android), and then
The brand also offers a mobile app (iOS/Android). scan a receipt or enter the receipt number to get started.
The program is divided into 3 levels, which include JCPenney The program isn’t divided into segments.
Credit Cards - Red ($0-$499 annually), Gold ($500-$999 annually)
and Platinum ($500-$999 annually). Customers can upgrade their
cards by spending more money annually. Benefits:
If Savings Catcher finds an advertised price that is lower than what
Benefits: you paid for the same exact item at Walmart, you’ll get back the
Red Gold Platinum difference. The difference is paid in the form of Savings Catcher
Reward
Card Card Card Reward Dollars, which can be redeemed for a Walmart Rewards
eGift Card or Walmart Buck$ added to Bluebird by Amercian
$10 reward for every 200 points + + +
Express Card. Dollars can be used to make purchases exclusively
Points don’t expire when you shop offline in-store at Walmart or online at Walmart.com.
and earn points at least once every + + +
12 months
Special coupons + + +
Birthday gift + + +
Special opportunities - e.g bonus
+ + +
events
Access to 100+ Savings Days each
+ + +
year
Access to Passbook of Coupons + +
Free Shipping +
Access to Platinum-Only Exclusives +

After purchasing a number of

specific things, the customer
earn rewards. Customers can
exchange rewards for perks
(shoes and bras).
TOP 40 LOYALTY PROGRAMS 11

Dunkin’ Donuts
DD Perks
Dunkin’ Donuts Perks is a loyalty program run by Dunkin’ Donuts,
an American global donut company and coffeehouse. Today, the
company has grown to become one of the largest coffee and baked
goods chains in the world, with more than 12,000 restaurants in 36
countries with a revenue of about 10.1 billion dollars (2015).
Dunkin’ Donuts Perks is a program which is available online and
offline. The program is not divided into segments. The brand
decided not to use segments or tiers, but to use the points method
within their loyalty program and redeeming them for special offers
and prizes.

The program is run:

• online
• offline in participating shops.
To join the program, customers have to enroll online through
the Dunkin’ Donuts website or app (iOS/Android), create a Dunkin’
Donuts Card and load it with an amount of money from $2 to $100.
The program isn’t divided into segments.

Benefits:
• Free beverages when you sign up, on your birthday and every
200 points
• Surprises every month for members
• Receiving offers and discounts on favourite items
• Points with every purchase
• Redeeming rewards
• Extra treats and goodies
• Access to order ahead, on-the-go
• Paying by phone
• Buying gift cards through phone
• Locating the nearest Dunkin’ Donuts.

Customers can design their own cards and choose their color
(green or brown). They customize their cards by adding their own
photo and text. Cards have to be loaded with an amount of money
from $2 to $100 and they can be auto-reloaded.
Services/B2B
TOP 40 LOYALTY PROGRAMS 13

Uber
Momentum Rewards
Momentum Rewards is a loyalty program run by Uber, an American
technology company which develops, markets and operates the
Uber car transportation and food delivery mobile apps. It has more
than 12,000 employees and a global reach in approximately 83
countries and 674 cities with a revenue of about 6.5 billion dollars
(2016).
Momentum Rewards is a loyalty program dedicated to Uber drivers.
The program is available only online through their mobile app,
but prizes can be received online and offline at partners stores.
Members can upgrade levels by completing trips and increasing
their total monthly points. Points can be redeemed for prizes from
Uber partner companies, and every level has a different number of
partners.
Verizon
Smart Rewards
Verizon Smart Rewards is a loyalty program run by Verizon
Communications, the American multinational telecommunications
conglomerate. Today, Verizon is one of the largest communication
technology companies in the world with a global reach of more than
150 locations, more than 177,900 employees, and a revenue of
about 126 billion dollars (2016).
Verizon Smart Rewards is a members-only basic program which
offers many discounts and promo codes which can be used in
partner places. It encourages users to stay close to the brand and to
take part in additional activities like limited time offers (sweepstakes,
auctions and daily offers).
The program is run:

The program is run: • online

• online - mobile app. To join the program, customers have to complete the online
registration process online on the Verizon website.
To join the program customers have to drive the first trip with
the Uber mobile app app (iOS/Android). The first trip automatically The program isn’t divided into segments.
makes the driver a part of the program.
The program is divided into levels: Bronze, Silver, Gold and Benefits:
Platinum. Levels can be upgraded by earning points monthly and • Redeem points for savings on gift cards to popular department
receiving grades from passengers. Prizes can be received online and stores, retailers and more
offline at partners stores. • Enjoy local deals on dining, shopping and entertainment
• Save up to 40% on brand name merchandise
Benefits: • Get up to 40% off travel worldwide including hotels, cruises
Reward Bronze Silver Gold Platinum and car rentals.

Goodlife Health Clubs + + + +

Apart from base loyalty program perks, members can also take part
AirTax + + + + in limited time promotions:
Westpac + + + +
• Sweepstakes - chance to win gift cards, electronics and more -
Phone Accessories + + + + over 50 winners every day
H&R Block + + + + • Auctions - use points to bid on items like gift cards, brand
name merchandise and more
Events + + + + • Daily deals - up to 80% off select items, including Verizon
Optus + + + + Wireless products.
Easi Assist + + + +
Connect Hearing + + + +
Auto Guru + + + +
IMO Car Wash + + +
Partner Handouts + + +
Priority Entry + +
On-demand Marketing + +
Phone Support +
Platinum Input +

The amount of points earned by drivers depends on the day, time

and traffic.
TOP 40 LOYALTY PROGRAMS
Sprint
Rewards
Sprint Rewards is a loyalty program run by Sprint Corporation,
an American telecommunications holding company that provides
wireless services and is an internet service provider. Today, Sprint is
the fourth largest mobile network operator in the United States, and
serves 59.7 million customers with more than 30,000 employees,
and a revenue of about 32.18 billion dollars (2016).
The Sprint Rewards program is only available online. The program
is based on a referral system. Sprint Rewards is dedicated to
Sprint customers who maintain a three month long-distance
billing average of $50 or more of Sprint services. Members earn
reward points for every referral and every dollar of Sprint qualifying
charges, which can be redeemed for benefits.
The program is run:
• online.
To join the program, customers have to create a referral account
online through the Sprint website.
The program isn’t divided into segments, but customers can
make up to 10 referrals or earn up to $500 of rewards per calendar
year.
Benefits:
• Customer can receive $50 reward for each new line activation
• Customer can earn up to $500 per calendar year
• Referral rewards are fulfilled by Visa® Prepaid Card and sent to
customer’s billing address.
Sprint Rewards cooperated with Pokemon Go, where customers
could earn points playing the game. The program was called The
Trainer Rewards.
14
Citi
Thank You
Citi Thank You is a loyalty program run by Citibank, the consumer
division of the financial services multinational Citigroup which is an
American multinational investment banking and financial services
corporation. Citigroup is one of the largest banks in the United
States with over 200 million customer accounts, 230,000 employees
and a global reach, operating in more than 160 countries with a
revenue of about 69.87 billion dollars (2017).
Citi Thank You is a loyalty program which is available online and
offline. Members can earn points using their Citi account, taking part
in promotional offers and purchasing points through service call
centers. Points can be redeemed for different prizes.
The program is run:
• online
• offline in participating branches.
To join the program customers have to register online through
the Citibank website. There is a Citi mobile app (iOS/Android), but it’s
only a banking app (doesn’t include the program).
The program isn’t divided into segments.
Benefits:
• Availability to use ThankYou Points to shop at participating
online partners
• Availability to pay with ThankYou Points at participating online
partners
• Redeeming points for merchandise and gift cards
• Points Transfer to participating travel loyalty programs
• Select and Credit - use ThankYou Points for statement credits
to cover the costs of recent purchases in select categories
(dining, entertainment, utility bills, gas, grocery, clothing and
department stores, and drug stores) made with Citi Credit Card
• Online Bill Pay with Points - use points, or a combination of
points and cash, when using Citibank’s Online Bill Pay option
• Turning points into cash ($50 and multiplicity)
• Donating points as money for charity.
City Thank You also offers unique, limited-time offers for various
occasions.
TOP 40 LOYALTY PROGRAMS 15

Miles and More

Rewards
Miles and More is the largest traveler loyalty program in Europe launched
by Lufthansa, the largest German airline and, when combined with its
subsidiaries, also the largest airline in Europe with a revenue of about
32.056 billion dollars (2015).
The Miles and More loyalty program is available online and offline. It offers
rewards to passengers of the Star Alliance traveling on certain types
of tickets. The program was launched by Lufthansa and is used by 13
European airlines.

The program is run:

• online
• offline in participating branches.
To join the program, customers have to enroll online through the Miles
and More website. There is also an app available (iOS/Android).
The program is divided into four tiers, Member (Navy Card), Frequent
Traveler (Silver Card), Senator (Gold Card), Hon Circle Member (Black Card).
The tiers depend on the number of miles traveled.
• Travel - members can earn points for staying in partners hotels:
InterContinental Hotels and Resorts, Jumeirah Hotels and Resorts,
Mövenpick Hotels and Resorts
• Cars - members can earn points for rentals from: Hertz,
Enterprise Rent-A-Car, Blacklane, Europcar
• Shopping - members can earn points for shopping at: Heathrow
Airport, Munich Airport, Heinemann Duty Free, Apple
• Credit Card - Welcome Bonus of 1,500 award miles when making
a card purchase within the first 90 days of account opening.

Benefits:
Hon Circle Member
Frequent Traveler (Silver Card)
Miles and More Member Senator (Black Card) - 600,000 HON Circle
- 35,000 status miles or 30
(Navy Card) - one award (Gold Card) - 100,000 status miles in a miles in two consecutive calendar
scheduled flights in one calendar
mile given calendar year years (the current and preceding
year
year)

Award mileage validity 36 months No time limit No time limit No time limit

Mileage expiry can be suspen-

Miles don’t expire ded for holders of a Miles & Yes Yes Yes
More Credit Card

Additional miles 2 eVouchers on attainment of status and 6 eVouchers on attainment of status

(Executive Bonus) every time status is extended and every time status is extended

Up to 48 hours before departure in the Up to 24 hours before departure in the

highest booking class in Business Class, highest booking class in Business Class,
Booking guarantee
Premium Economy Class and Economy Premium Economy Class and Economy
Class Class

Waiting list priority Third highest waiting list priority Second highest waiting list priority Highest highest waiting list priority

First Class check-in; check-in at the First

Business Class check-in with Miles & Class Terminal in Frankfurt (for Air Dolo-
Preferential check-in First Class check-in; Premium check-in
More airline partners miti, Austrian Airlines Group, Lufthansa,
SWISS); Premium check-in

- Weight: 40 kg in total
- Piece: 1 additional bag in Economy
Free baggage allowance Class, 2 bags in total in Premium
Economy Class and Business Class
and 3 bags in First Class
- Weight: an extra 20 kg
- Weight: an extra 20 kg
- Piece: 2 bags or 3 bags on certain
- Piece: 2 bags or 3 bags on certain routes
routes in Economy Class, 3 bags in
in Economy Class, 3 bags in Premium
Premium Economy Class and Business
Economy Class and Business Class, 4 bags
Class, 4 bags in First Class
in First Class

One golf bag within the permit- One golf bag within the permitted One additional golf bag may be carried One additional golf bag may be carried
Golf bag
ted free baggage allowance free baggage allowance free of charge free of charge

Priority baggage handling Yes Yes

Lufthansa First Class, SWISS First and

Lounge access Business Lounge Senator and Star Gold Lounges Austrian HON Circle Lounge, First Class
Terminal in Frankfurt

Irrespective of service class (Air Dolomiti,

Access to the First Class Only with First Class ticket Only with First Class ticket (Lufthansa, Only with First Class ticket (Lufthansa,
Austrian Airlines Group, Lufthansa,
Terminal (Lufthansa, SWISS flights) SWISS flights) SWISS flights)
SWISS)

Limousine and transfer

Yes
service

Frankfurt and Lufthansa intercontinental

Personal assistance
stations worldwide

Best flight award availability: HON + 3

companions until 14 days before depar-
Improved flight award Senator Premium Award (improved flight
ture. Valid for Economy and Business
availability award booking availability)
Class as long as there are seats available
(flights operated by LH, OS, LO, LX, SN)

Companion Award (LH,

JP, OS, OU, LO, LX, LG, SN, Yes Yes
4U, EW)

Exclusive service hotline Yes Yes Available worldwide 24/7

Senator partner card for

Yes
spouse / partner

Miles advance Yes Yes

Senator Premium Award Yes Yes

Apparel/Fashion
TOP 40 LOYALTY PROGRAMS 17

Swarovski
Be Swarovski
Be Swarovski is a loyalty program run by Swarovski AG, the Austrian
producer of crystals. Swarovski Crystal Business is the highest
grossing business unit with a global reach of approximately 2,800
stores in around 170 countries, more than 27,000 employees, and a
revenue of about 2.6 billion euros (in 2016).
Be Swarovski is a members-only program that offers exclusive
gifts, rewards and insider-only events. Be Swarovski resigned from
user segmentations. The brand decided to extend its basic loyalty
program by Crystal Society - an exclusive program with additional,
luxury benefits.
Nordstrom
Nordstrom Rewards
Nordstrom Rewards is a loyalty program run by Nordstrom, an
American chain of luxury department stores. Today, Nordstrom
employs more than 72,500 employees, serves customers with
online shop in 96 countries, and has a revenue of about 14.76
billion dollars (May 2017).
Nordstrom Rewards is a loyalty program available online and
offline. The brand decided to use levels. Customers can achieve a
number of levels, which can be upgraded by making purchases at
Nordstrom, Nordstrom Rack and HauteLook, and by spending more
money annually.

The program is run: The program is run:

• online
• offline in participating shops.
To join the program the customer must complete an application
form through an online shop or offline store. Swarovski offers also
two mobile apps - Crystal Collection (iOS/Android) and Activity
Crystal which is a sleep tracker (iOS/Android), but these apps are
not connected with loyalty program.
The program isn’t divided into segments, but if the customers
spend more yearly, they receive special rewards.
• online
• offline in participating shops.
To join the program customers have to register online through
the Nordstrom website. There is also a mobile app available (iOS/
Android) where customers can manage their Rewards Profile, e.g
check points balance and money balance.
The program isn’t divided into segments, the brand decided
to use levels which can be upgraded by making purchases and
spending more money annually.

Benefits: Benefits:
0-250
250-500 >500 EUR/ $1 - $2,000 - $5,000 -
Reward EUR/ Reward $10,000+
EUR/Year Year $1,999 $4,999 $9,000
Year
Anniversary Sale - early
20% voucher + +
access - pre-shop
Loyalty gift +
Anniversary Sale - early
+ + +
Birthday surprise + + + access

Fashion News + + + Vip rewards experiences +

Invitation to exclusive sneak peaks Extraordinary

+ + + + +
and design previews experiences

Priority access to new collections Exclusive holiday points

+ + + + + +
and members-only savings event
Unli-
Up to Up to Up to
mited
Apart from the base loyalty program Be Swarovski, Swarovski has Alterations benefit $100 in $200 in $300 in
compli-
notes notes notes
an exclusive program - Crystal Society. To become a member mentary
customers have to register online and pay a yearly fee - 30 EUR. Personal triple points
1 day 2 days 3 days 4 days
Participants of Crystal Society receive: days

• ability to purchase exclusive SCS products, Bonus points events + + + +

• an exclusive annual crystal gift,
• complimentary copies of the Swarovski Magazine (once every
quarter), Besides the Nordstrom Rewards
• a personalized SCS membership card and a unique number program, the brand also offers a
that guarantees access to SCS privileges, Nordstrom Credit Card which allows
• one free admission to the Swarovski Kristallwelten in Wattens cardholders to earn points twice
(Tyrol), as fast and enjoy exclusive benefits
• direct engagement in the Swarovski Waterschool (CSR project like shopping Anniversary Early
teach the principles of sustainable water management). Access, a Personal Triple Points Day,
alterations benefits and more.
TOP 40 LOYALTY PROGRAMS
Carter’s
Rewarding Moments
Carter’s Rewarding Moments is a loyalty program run by Carter’s,
the largest branded marketer in the United States and Canada
of apparel and related products exclusively for babies and young
children. Today, Carter’s has approximately 654 locations with a
revenue of about 3,199,184 million dollars (2017).
Carter’s Rewarding Moments is a loyalty program which is available
online and offline. Members can earn points shopping at Carter’s or
OshKosh B’Gosh (a competitor acquired by Carter’s in 2005).
The program is run:
• online
• offline in participating shops.
To join the program, customers have to enroll online through the
Carter’s website or OshKosh B’gosh website, or offline in a Carter’s
or OshKosh B’gosh store. There is no mobile app.
The program isn’t divided into segments.
Benefits:
• 75 points is $10 reward
• 25% off $60 for friend referral
• Special offers from Carter’s and OshKosh B’gosh
• Coupons from Carter’s and OshKosh B’gosh
• Free shipping to store
• Free shipping on orders over $50.
Carter’s also offers personalized shopping suggestions based on the
most popular items and previous shopping choices.
18
H&M
H&M Club
H&M Club is a loyalty program run by Hennes & Mauritz, a Swedish
multinational clothing-retail company. H&M is the second largest
global clothing retailer with a global reach of approximately 3,716
locations in around 62 countries, more than 148,000 employees,
and a revenue of about 21.73 billion dollars (in 2016).
H&M Club is a program that offers exclusive gifts, rewards and
insider-only events. The program is available online and offline. The
loyalty program includes cards, where customers can accumulate
points for shopping. The cards are available in a virtual version via
the H&M mobile app.
The program is run:
• online
• offline in participating stores.
To join the program, customers have to join online through the
H&M website or mobile app (iOS/Android) or offline in-store.
The program isn’t divided into segments.
Benefits:
• Welcome to the Club offer - 10% off and free standard delivery
• Vouchers - e.g 20% off dresses or shorts for 50 points
• Online offers - e.g 15% off tops for 75 points
• Invitations to fashion competitions - e.g possibility to win a
beauty trip to Stockholm for 40 points
• Access to Club Events
• Customized offers - special discounts, reduced sale prices or 3
for 2 deals
• Fashion collaborations - discounts on chic hotels, cinema
tickets, subscriptions to fashion magazines
• Online delivery services - free delivery for 6 months (400
points) or 12 months (700 points).
Prizes, discounts and events are valid for a certain amount of time.
Special offers vary and change over time.
TOP 40 LOYALTY PROGRAMS 19

Payless
Payless Rewards
Payless Rewards is a loyalty program run by Payless ShoeSource,
an American discount footwear retailer. Payless has a global reach
of approximately 4,000 stores, more than 25,000 employees, and a
revenue of about 3 billion dollars (in 2015).
Payless Rewards is a program offering a variety of benefits including
exclusive offers and discounts throughout the year. The program
is available online and offline in-stores. The brand decided not to
use segments, tiers, levels or even points. The program offers free
shipping, many discounts, special offers and personalized surprises
like birthday gifts.

The program is run:

• online
• offline in participating stores.
To join the program, customers have to join online through the
Payless website or offline in-store. There is no mobile app.
The program isn’t divided into segments.

Benefits:
• Free ground shipping for orders for purchases of $50 or more
• Coupons - discounts towards future purchases received
periodically via traditional post, e-mail or sms
• Special birthday offers
• Exclusive member offers throughout the year
• Personalized surprises
• Free returns.

Members also receive special, limited-time coupons to use online

and offline and to share with family and friends.
Sport
TOP 40 LOYALTY PROGRAMS
Decathlon
My Decathlon
My Decathlon is a loyalty program run by Decathlon, a French
designer and retailer of technical, good-looking and simple sports
products.Decathlon is one of the world’s largest sporting goods
retailers with a global reach of approximately 1,176 stores in around
38 countries, more than 78,000 employees, and a revenue of about
10 billion euros (in 2015).
My Decathlon is available online and offline. The brand decided to
use points within their loyalty program. Points can be redeemed
for vouchers containing money to spend at Decathlon stores. The
program includes My Decathlon Cards, which are available in plastic
and virtual versions in their mobile app for Android.
The program is run:
• online
• offline in participating shops.
To join the program, customers have to join online through
the Decathlon website, or offline in one of the Decathlon stores.
There is a mobile app available (iOS/Android), where members can
do shopping and manage their account. The app also contains a
member card which can be used while shopping.
The program isn’t divided into segments.
Benefits:
• Free participation in Decathlon Sport Series
• 365 days return without receipt
• Free next day click and collect (for purchases made before
12PM)
• Tips and advice from sporting experts
• Products traceability for warranty support
• Program is valid in every Decathlon store in the world.
Member can choose their favourite sports and activities in order to
receive special personalized offers.
21
Muscle&Strength
Rewards
Muscle&Strength Rewards is a loyalty program run by
Muscle&Strength, which is a rapidly growing online store offering
free content, bodybuilding supplements, fitness and workout gear.
The store offers more than 7,000 products, 20,000 user posted
supplement reviews, daily giveaways, and over 500 monthly deals
from the World’s top nutrition brands.
The Muscle&Strength program is only available online. The program
is based on a points system. Members can earn points through
activities like shopping, reviewing, referring friends and more on the
Muscle&Strenght website. Points can be redeemed for discounts
and prizes. Members also receive special benefits like birthday
bonuses or member-only offers.
The program is run:
• online.
To join the program, customers have to join online through the
Musle&Strength website. There is no mobile app.
The program isn’t divided into segments.
Benefits:
• Possibility to spend points on any product
• Possibility to buy exclusive products and gear with points
• Access to member-only discounts and deals
• Birthday bonuses
• Bonus points which can be redeemed for prizes for activities.
Prizes, discounts and events are valid for a certain amount of time.
Special offers vary and change over time.
TOP 40 LOYALTY PROGRAMS 22

Nike
Nike Plus
Nike+ is a loyalty program run by Nike. The company is one of
the world’s largest suppliers of athletic shoes and apparel and a
major manufacturer of sports equipment with a global reach of
approximately 700 stores in around 45 countries, about 44,000
employees, and a revenue of about 32.46 billion dollars (in 2016).
Nike+ is a program offering a variety of benefits including Nike+
Pass, free shipping, special training programs and access to
communities. The program is available online and offline in-stores.
The brand decided not to use segments, tiers, levels or even points.
The program offers many activities which help customers to lead an
active lifestyle.
The program is run:
• online
• offline in participating stores.
Zappos
Zappos Rewards
Zappos Rewards is a loyalty program run by Zappos, an online shoe
and clothing shop based in Las Vegas, Nevada. Zappos has more
than 1,500 employees, and a revenue of about 1 billion dollars (in
2009).
Zappos Rewards is a program available only online. The brand
decided to use tiers - Silver, Gold, Platinum and the most exclusive,
Elite (invite-only). Customers can upgrade tiers by earning points
through shopping.
The program is run:
• online.
To join the program, customers have to join online through the
Zappos website or call the Zappos 24/7 line. There is also a mobile
app available (iOS/Android).

To join the program, customers have to register online through The program is divided into tiers, which can be reached by
the Nike website or mobile app (iOS/Android). earning points. There is Silver, Gold, Platinum and Elite (invite-only).

The program isn’t divided into segments.

Benefits:
Reward Silver Gold Platinum Elite
Benefits:
Free Free Free Free
Free expedited
• Free shipping
shipping (free 365-day
2-busi- 1-busi- 1-busi- 1-busi-
• 30 day trial on every order returns)
ness day ness day ness day ness day
• Priority access to Nike’s most coveted product drops shipping shipping shipping shipping
• On the go workouts - 100+ workouts and plans through Nike Early sales notifications + + + +
Training Club and Nike Run Club
Earn points for for
• Insider access to the world’s greatest athletes and exclusive Zappos Rewards Codes
+ + + +
content
• Exclusive invites to member-only experiences in-store and in Earn extra Rewards
member cities Points on select + + + +
purchases
• Access to Nike+ Training Club, Nike+ Run Club, access to Nike+
Events Dedicated Zappos
+ + + +
• Access to Nike+ App - notifications about special products, Rewards Line
access to global network of athletes, coaches and trainers, Early access to
hand-picked gear, full service support, access to special events 3rd 2nd 1st
products, special
access access access
• Access to Nike+ Training Club App - access to 100+ workouts, events and sales
expert guidance, personalized plans, activities counter, Suggest your own
workout sharing + +
rewards
• Access to Nike+ Run App - progress tracker, personalized
Free UPS pickups for
coaching, run comparing and competing tool, motivational + +
return
playlists, run sharing
• Access to Nike+ SNKRS App - exclusive content about sneakers, Free returns beyond
notifications about upcoming releases, quickly purchasing, the 365-day Return +
Policy
possibility to buy the most coveted drops.
Dedicated Elite-Only
+
Zappos
Nike+ also offers 1 to 1 Expert Meetings.
Rewards line
This service includes a Product Test, Trial Run and Bespoke Nike ID,
where customers can create unique shoe designs.
Members receive notifications about special offers and limited-time
1 to 1 meetings are available only in New York City and services
sales on their log-in panel. There is also a point-counter and the
depend on the shop.
possibility to contact Zappos Customer Service 24/7.
TOP 40 LOYALTY PROGRAMS 23

Rewards4Golf
Rewards
Rewards4Golf is the UK’s leading Golf rewards program. The
program is available online and offline. Members can earn points
by making purchases online and offline at partners’ stores, and
convert them into great golf rewards. Members have the possibility
to redeem points for a voucher of their choice from Rewards4Golf’s
selection of golf retailers.
The brand has over 4,000 Rewards4Golf online retail and betting
partners where customers can receive program benefits. The
program also includes a Point Reminder, so customers will
remember to shop with Rewards4Golf in order to earn points.

The program is run:

• online
• offline in participating stores.
To join the program, customers have to join online through the
Rewards4Golf website. There is no mobile app.
The program isn’t divided into segments.

Benefits:
Customers can collect points with over 4,000
Rewards4Golf online retail and betting partners,
and convert them into vouchers to spend at
leading Golf retailers. Offers are time-limited and
they change from time to time.

Rewards4Golf also offers limited-time contests,

where members can take part or bet and win
points, vouchers and prizes.
Home/Decoration
TOP 40 LOYALTY PROGRAMS 25

Ikea Family Kohl’s

Rewards
Ikea Family is a loyalty program run by Ikea, a multinational group,
headquartered in the Netherlands, that designs and sells ready-
to-assemble furniture, kitchen appliances and home accessories.
Ikea is the world’s largest furniture retailer with a global reach of
approximately 370 stores in around 47 countries, more than 14,000
employees, and a revenue of about 13.5 billion dollars (May 2017).
Ikea Family is available online and offline. The brand decided to
provide special benefits and coupons for Ikea customers. The
program includes Ikea Family Cards, which are available in plastic
and virtual versions via the Ikea mobile app.
The program is run:
• online
• offline in participating stores.
To join the program, customers have to register online through
the Ikea website or mobile app (iOS/Android) or offline in Ikea
stores.
The program isn’t divided into segments.
Yes2You Rewards
Yes2You Rewards is a loyalty program run by Kohl’s, an American
department store retailing chain. The first Kohl’s store was a corner
grocery store. Today, Kohl’s is the second-largest department
store by retail sales in the United States with approximately 1,155
locations served by more than 140,000 employees, and a revenue
of about 19.031 billion dollars (in 2014).
Yes2You Rewards is a program available online and offline.
Customers receive access to Kohl’s Cash and Wallet. The brand
decided to use points within their loyalty program. Points can be
redeemed for prizes, vouchers and discounts. The program includes
a card which is available in a virtual version through the mobile app.
The program is run:
• online
• offline in participating stores.
To join the program, customers have to join online through the
Kohl’s website or mobile app (iOS/Android).
The program is divided into tiers.

Rewards: Benefits:
• Coupons • $5 for every 100 points
• Special monthly store offers • Access to limited-time, monthly rewards
• Members-only prices on the Ikea Family Range • Access to a special Kohl’s Wallet where customers can check
• Free tea or filter coffee from Monday to Friday rewards balance, limited-time special offers and gift cards
• Special food offers • Access to weekly ads
• Extra 10% off sale prices • Access to Kohl’s Cash where customers can manage cash and
• Free product insurance rewards.
• Surprise - win a prize while swiping an Ikea Card.
Inspirations: Customers can earn points
periodically and have an
• Latest products news
overview of their points status
• Step-by-step help for home projects
and recent activity. Customers
• Seasonal inspirations.
also have access to the latest
Community: time-limited special offers and
discounts.
• Home Furnishing Festival
• ‘How-to’ Workshops
• Special catalogue and range previews.

Members also
have online
access to
limited-time,
personalized
offers.
TOP 40 LOYALTY PROGRAMS
Pottery Barn
The Key
The Key is a loyalty program run by Pottery Barn, a United States-
based upscale home furnishing store chain. Pottery Barn is a wholly
owned subsidiary of Williams-Sonoma, which is an American publicly
traded consumer retail company that sells kitchenwares and home
furnishings with more than 26,800 employees, and a revenue of
about 4.4 billion dollars (in 2014).
The Key is a program that include all seven Williams-Sonoma
brands. The program is available online and offline. The brand
decided to use Reward Dollars. Customers have to provide personal
Key Holder information at checkout, and Reward Dollars are sent to
the member’s e-mail inbox right after making a purchase.
The program is run:
• online
• offline in participating stores.
To join the program, customers have to join online with any of
the seven Williams-Sonoma Inc. brands to receive the key to unlock
them all. There is no mobile app available.
The program isn’t divided into segments, but the company
decided to give access to all 7 brands.
Benefits:
• Access to 7 exclusive brands - Pottery Barn, Pottery Barn Kids,
PBteen, west elm, Williams Sonoma, Williams Sonoma Home
and Mark and Graham
• 3% back in Reward Dollars towards the purchase of any
product from participating brands
• Access to invitations to exclusive events
• Early access to shopping
• Personal in-store concierge
• Free in-store gift wrapping
• Free in-home design consultations
• Surprise treats
• New benefits every season.
Customer have the possibility to choose any of the seven brands to
enroll through. Earning rewards is possible across all seven.
26
Bed Bath and Beyond
Reward Card
Bed, Bath and Beyond Card is a loyalty program run by Bed, Bath
and Beyond, an American-owned chain of domestic merchandise
retail stores in the United States, Puerto Rico, Canada and Mexico.
Today, Bed, Bath and Beyond has a reach of approximately 1024
stores served by 65,000 employees, and a revenue of about 12.215
billion dollars (in 2016).
Bed, Bath and Beyond Card is a program available online and
offline. It includes signing up for a plastic Credit Card. The brand
decided to award Credit Card holders with special discounts.
Members can earn discounts by shopping at Bed, Bath and Beyond
and partners buybuy BABY, Christmas Tree Shops, andThat!, Cost
Plus World Market and Harmon Face Values.
The program is run:
• online
• offline in participating stores.
To join the program, customers have to join online through the
Bed, Bath and Beyond website. There is also a mobile app available
(iOS/Android), where customers can access online and in-store
offers, create their own registry and scan products.
The program isn’t divided into levels.
Benefits:
• Discounts - e.g $25 off a $100 coupon when receiving Credit
Card card
• Rewards to receive at Bed Bath & Beyond, buybuy BABY,
Christmas Tree Shops, andThat!, Cost Plus World Market and
Harmon Face Values
• Percentage of money back in rewards
• No interest for specified kinds of purchases
• Gift certificates.
After application customers receive a regular Credit Card.
TOP 40 LOYALTY PROGRAMS 27

• Possibility to track purchases and get e-receipts for your

records
• Possibility to authorize employee purchases quickly via text
with Text2Confirm.
Professional trade organization members (NAA, IEC, NARI, NREIA,
USC) receive:
• Cash Back Rebates
• Competitive Product Pricing
• Dedicated National Support Team
• Easy & Compliance eProcurement Integration.

Membership Level Minimum Threshold Rewards Discount

Member $0 0%

Home Depot
Bronze $5 2%
Silver $10 2.25%

Pro Xtra Gold $15,000 2.50%

Platinum $20,000 2.75%
Pro Xtra is a loyalty program run by Home Depot, an American Diamond $25,000 3.00%
home improvement supplies retailing company that sells tools,
construction products, and services. The Home Depot is the largest
home improvement retailer in the United States with a reach of Membership Level Minimum Threshold Paint Discount
approximately 2,274 locations served by 385,000 employees, and a Member $0 0%
revenue of about 88.51 billion dollars (in 2016).
Bronze $2,000 10%
Pro Xtra is a program available online and offline. The brand
decided to divide rewards into categories: Paint Rewards, Volume Silver $4,000 15%
Discounts and Advanced Business Tools. The Home Depot decided Gold $7,000 20%
to use different levels for Paint Rewards and Volume Discounts.
Members can upgrade their levels by spending more money in The
Home Depot.

The program is run:

• online
• offline in participating stores.
To join the program, customers have to join online through the
Home Depot website. There is also a mobile app available (iOS/
Android) which makes shopping at The Home Depot easier - it helps
find desired products in-store, operates live-chat with experts and
includes items image-search.
The program is divided into levels, which depend on the reward
category. For Rewards Discount there is Member, Bronze, Silver,
Gold, Platinum, Diamond. For Paint Discount there is Member,
Bronze, Silver, Gold.

Benefits:
Purchase Tracking
Paint Rewards:
• Save up to 20% on paints, stains, and primers
• Free direct-to-job site paint delivery
• Free factory tinting & color matching
• Dedicated field support
• Phone-in orders
• Up to 5 years of color history by job.
Volume Discounts:
• Lowest possible price on orders $1,500 or more, including:
windows, lumber, fencing/decking, drywall, insulation and more
• Includes all products
• Possibility to combine with bulk-price eligible products and
items featured in weekly specials to save even more.
Advanced Business Tools:
• Possibility to sort & view purchases by date or job name
• Possibility to see most frequently purchased items by Top
Jobs, Top items by spend, Top Stores by spend, or Spend by
Department
• Possibility to issue employees purchase cards with set
spending limits.
Automotive/Petrol
TOP 40 LOYALTY PROGRAMS
Shell
Drivers’ Club
Driver’s Club is a loyalty program run by Shell, a British–Dutch
multinational oil and gas company headquartered in the
Netherlands and incorporated in the United Kingdom. Today, Shell
is one of the six oil and gas „supermajors” with a reach of more than
70 countries, served by approximately 92,000 employees, and a
revenue of about 233.6 billion dollars (in 2016).
Driver’s Club is a program available online and offline. The brand
decided not to divide the program into tiers, levels or segments.
Customers can earn points on Shell Gas Stations and redeem them
for prizes, travel, vouchers, charity and discounts.
The program is run:
• online
• offline in participating stores.
To join the program, customers have to join online through the
Shell website. There is also a mobile app available (iOS/Android),
where customers can manage their Drivers’ Club profile and check
their point balance.
The program isn’t divided into levels.
Benefits:
• Money off Shell Fuel Vouchers
• In-Store Voucher points can be exchanged for in-store
products of customer’s’ choice at participating Shell Service
Stations
• Waitrose Groceries Vouchers
• Avios Travel Rewards Program - points are automatically
exchanged for Avios
• British Airways Executive Club - points are automatically
exchanged for Avios for flights, upgrades, car hire and hotels
for British Airways Executive Club Members
• Donations towards CO2 Reduction Projects.
Charity Donations:
• Macmillan Cancer Support - providing practical, medical,
emotional and financial support to people dealing with the
illness
• Motability - providing cars to disabled people and their families
• RSPCA - animal welfare organisation.
Drivers can take advantage of special, time-limited offers. Special
offers usually involve Shell Partners.
29
Tesla
Rewards
The Tesla loyalty program is run by Tesla, an American automaker,
energy storage company, and solar panel manufacturer based
in Palo Alto, California. Tesla employs approximately 33,000
employees, and has a revenue of about 7 billion dollars (in 2016).
The Tesla loyalty program is an “informal loyalty program” -
customers don’t have to know about it or about the fact that
they are members. The brand automatically enrolls 100% of their
customers and offers different benefits to customers with different
vehicle model versions.
The program is run:
• online.
To join the program, customers have to purchase a Tesla vehicle.
The brand automatically enrolls 100% of their customers and can
identify and link them to the products they purchase from Tesla.
The program isn’t divided into levels, but customers can be
segmented by the types of models and features. Tesla decided to
offer different benefits to customers with different vehicle model
versions.
Benefits:
• Access and personal invitations to exclusive events - e.g
invitation to high-end hotel for morning coffee and car talk with
Tesla owners and Tesla officials
• Access to very captivating interventions - e.g referral program
• Automatic upgrades for a car
• New and mostly free features for the vehicle almost monthly.
In May 19, 2017, Tesla decided to present owners with the
possibility to give five friends free unlimited Supercharging and
$1,000 credit towards a new Model S or Model X with their personal
referral code. Existing Tesla owners also received free unlimited
Supercharging on any new Model S or Model X that they purchase
with no referral required.
Owners also received exclusive Referral Program awards like early
access tokens, enhancing performance, vip invitations, access to
exclusive contests, and so on.
TOP 40 LOYALTY PROGRAMS
Speedway
Speedy Rewards
Speedy Rewards is a loyalty program run by Speedway LLC, an
American operator of a combination gas station/convenience
stores. Speedway LLC is a wholly owned subsidiary of the Marathon
Petroleum Corporation. Speedway employs approximately 35,400
employees, and has a revenue of about 19.690 million dollars (in
2015).
Speedy Rewards is a program available online and offline. The brand
decided not to divide the program into tiers, levels or segments.
Customers can earn points every day by making purchases at
Speedy Rewards Partners and redeem them for prizes, vouchers
and discounts. Customers can also take part in contests and
sweepstakes.
The program is run:
• online
• offline in participating stores.
To join the program, customers have to join online through the
Speedy Rewards website. There is also a Speedy Rewards mobile
app available (iOS/Android), where members can manage their
profile, rewards and coupons, earn and track bonus points, search
gas prices and redeem points for perks.
The program isn’t divided into levels.
Benefits:
• Monthly perks
• Access to contests and sweepstakes
• Bonus Points when purchasing partners’ products
• Access to Clubs - customer becomes a Speedy Rewards
Club member automatically when purchasing the qualifying
partners’ items
• Fuel Savings
• Partner Points - members can take advantage of Speedy
Rewards Partner offers to earn more Speedy Rewards points
• Access to Rewards Mall - possibility to shop at over 800+ top
online stores through the Speedy Rewards Mall and earn
points on every dollar spent.
Visitors can have an overview of recently-won prizes.
30
BP
Driver Rewards
Driver Rewards is a loyalty program run by British Petroleum, a
British multinational oil and gas company. BP is one of the world’s
seven oil and gas „supermajors” with a reach of more than 72
countries, served by approximately 74,500 employees, and a
revenue of about 183 billion dollars (in 2016).
Driver Rewards is a program available online and offline. BP decided
not to divide program into tiers, levels or segments. The brand
decided to award members with points which can be earned by
refuelling at BP. The program includes a card which can be issued in
a plastic version or virtually via the mobile app.
The program is run:
• online
• offline in participating stores.
To join the program, customers have to join online through the
BP website. There is also a mobile app available only for Android in
UK. The app helps customer to manage their Driver Rewards profile,
but also gives access to BP stations overview and special offers.
The program isn’t divided into levels.
Benefits:
• Discounts for fuel.
• Drivers can also attach more than one card to BP Driver
Rewards program in order to gain points.
• The brand also offers credit cards which register discounts and
promotions automatically when refuelling at BP.
TOP 40 LOYALTY PROGRAMS 31

Canadian Tire
Canadian Tire ‘Money’
Canadian Tire Money is a loyalty program run by Canadian Tire, a
Canadian retail company which sells a wide range of automotive,
sports and leisure, and home products. Canadian Tire employs
approximately 58,000 employees in approximately 50 locations with
a revenue of about 12.46 billion dollars (in 2014).
Canadian Tire Money is available online and offline. The brand
decided to provide special benefits and coupons to Canadian
Tire customers. It consists of coupons, which can be redeemed
for Canadian Tire in-store shopping prizes. The program includes
Canadian Tire Cards, which are available in plastic and virtual
versions via the mobile app.

The program is run:

• online
• offline in participating stores.
To join the program, customers can register online through the
Canadian Tire website or mobile app (iOS/Android), or pick up a
card offline in one of the stations.
The program isn’t divided into levels.

Benefits:
• Exclusive offers and special events
• Possibility to redeem points on over 90,000 items in-store
• Personalized offers received via e-mail
• Early access to weekly flyer
• Digital coupons
• Shopping lists
• Easy returns
• Paperless receipts.

Canadian Tire Money consists of coupons, issued by the company,

which resemble real banknotes. Members can pay with Canadian
Tire ‘banknotes’ for shopping.
Entertainment
TOP 40 LOYALTY PROGRAMS 33

Toys ”R” Us Disney

Rewards ”R” Us Disney Rewards
Rewards ”R” Us is a loyalty program run by Toys ”R” Us, an American Disney Rewards is a loyalty program run by Walt Disney
toy and juvenile-products retailer. The company’s brands include Company, an American diversified multinational mass media and
Toys „R” Us, and Babies „R” Us. The brand employs approximately entertainment conglomerate. Disney employs approximately
62,000 employees in more than 1,500 locations, with a revenue of 195,000 employees in more than 1,500 locations with a revenue
about 12.4 billion dollars (in 2014). of about 55.632 billion dollars (in 2016). Disney have also 6 Walt
Disney Parks and Resorts which employ about 130,000 of the
Rewards ”R” Us is a loyalty program available online. The brand
company’s 195,000 employees.
decided to divide the program into two segments: Rewards “R”
Us and “R” Us Credit Card owners. Members can earn points by Disney Rewards is a loyalty program available online and offline. The
shopping at Toys „R” Us, and Babies „R” Us. Points can be redeemed program is divided into two segments: for Disney Premier Visa Card
for rewards. The brand also gives members special benefits and owners and for Disney Visa Card owners. Members can earn points
perks. paying with Disney Cards and redeem them for special perks at
Disney online and offline stores, and Disney Parks and Resorts.
The program is run:
The program is run:
• online
• offline in participating stores. • online
• offline in participating stores.
To join the program, customers can register online through the
Toys ”R” Us website or offline in-store. To join the program, customers can register online through the
Disney website. The brand also offers a mobile app (iOS/Android)
The program is divided into two segments: one for Rewards “R”
where members can manage their time in Disney Parks and Resorts.
Us members, and one for “R” Us Credit Card owners.
The program is divided into two segments: for Disney Premier
Visa Card owners and for Disney Visa Card owners.
Benefits:
“R” Us
Rewards
Reward Credit Card
“R” Us
owners Benefits:
15% off first day purchases or special financing + • Possibility to redeem reward dollars at Walt Disney Parks and
Resorts
Everyday special financing offer available on “R”
Us purchases
+ • Access to special limited-time offers.
• Year Round Perks:
10% off in-store purchases made with the “R”Us
+
Credit Card during selected periods of time - Vacation:
Access to partnership perks + + • Special Disney-themed perks in different locations
Geoffrey's Birthday Club member offer + + • Access to Disney Vacation Club
• Access to Disneyland Resort Vacation Packages
Endless Earnings - up to 10% back on
purchases made from Babies “R” Us registry
+ + • Disneyland private card member phone line.

Exclusive access to special promotions + + - Shopping:

Advanced notice of sales, events & pre-sale • Exclusive Disney Visa Cardmember events at Disney Store
+ +
opportunities • 10% every day on select merchandise purchases in online
and offline stores.

The loyalty program - Entertainment:

includes access • Access to VIP packages for the Lion King or Aladdin on
to Geoffrey’s Broadway including: premium seating, non-alcoholic
Birthday Club, beverage in a keepsake cup, souvenir lanyard with a pin,
where members commemorative photograph.
can celebrate their
child’s big day.
Disney gives the possibility to choose
your favourite character for Credit Card
design.
TOP 40 LOYALTY PROGRAMS 34

Marvel
Marvel Insider
Marvel Insider is a loyalty program run by Marvel Entertainment, an
American publisher of comic books and related media which is a
wholly-owned subsidiary of The Walt Disney Company. The Marvel
character library counts over 8,000 characters featured in a variety
of media over seventy years, e.g: well-known superheroes as Spider-
Man, Captain America, Hulk, Thor, Doctor Strange or Iron Man.
Marvel Insider is a loyalty program available online. Members can
earn points by inviting friends, connecting social media accounts,
watching videos, purchasing Marvel items and playing Marvel games
like Secret Empire or Spider Man. Points can be redeemed for
Marvel goods like comics, comics collections or gadgets.
Hilton
Hilton Honors
Hilton Honors is a loyalty program run by Hilton, an American
multinational hospitality company that manages and franchises a
broad portfolio of hotels and resorts. Hilton employs more than
169,000 employees in approximately 4,982 locations, and has a
revenue of about 11.663 billion dollars (in 2016).
Hilton Honors is a program available online and offline. The brand
decided to divide it into four levels, which depend on the number of
stays or nights per calendar year and the number of Hilton Honors
Base Points. Customers can earn points by visiting Hilton Hotels,
shopping, eating and traveling with partner companies.

The program is run:

The program is run:
• online
• offline in participating stores.
To join the program, customers can register online through the
Marvel website. Marvel also offers a mobile app (iOS/Android),
but it’s a base of Marvel Comics; it’s not connected with the loyalty
program.
The program isn’t divided into levels, but members have access
to many benefits. The brand also announced that Marvel Insider will
be soon enriched with four segments: Insider, Agent, Elite and True
Believer.
• online
• offline in participating stores.
To join the program, customer can register online through the
Hilton Honors website or through mobile app (iOS/Android) where
customers can manage their Hilton Honors profile, e.g access
member card, book rooms and check-in.
The program is divided into levels, Member, Silver, Gold and
Diamond. Levels depend on amount of stays or nights per calendar
year. Higher levels depends also on amount of Hilton Honors Base
Points.

Benefits: Benefits: Reward Member Silver Gold Diamond

• Access to limited-time offers Guaranteed Discount + + + +

• Access to Exclusive Marvel Contests Free wi-fi + + + +
• Digital codes for games
Digital check-in + + + +
• Comics-related bonuses: e.g wallpapers, digital comics, comic
collections, social packs, gadgets. Complimentary standard Internet access in
+ + + +
specified locations

Quick reservations + + + +
Tiers will be announced soon.
Check-ins based on room preferences + + + +

Late check-out + + + +

Express check-out + + + +

Second guest stays free + + + +

Two complimentary bottles of water per stay + + +

15% elite status bonus + + +

5th night free + + +

Marvel also offers a free Marvel Mastercard which offers:
Space-available upgrade to a preferred room + +
• No annual fee Choice of snack and beverage + +
• $25 statement credit after first
25% elite status bonus + +
purchase with Marvel Mastercard
• Cashback on select entertainment 48-hour room guarantee +
and at the online Marvel store Executive Floor Lounge Access +
• 10% off merchandise purchases at
Breakfast in specified locations +
MarvelShop.com every day
• Free shipping offer on MarvelShop.com during certain times of 50% elite status bonus +
year
• Special discount on Marvel Unlimited or Marvel digital comics
Hilton also offers travel inspirations for many places - free guides,
• 20% off selected tickets.
top picks, music and special picks.
TOP 40 LOYALTY PROGRAMS 35

Nintendo
My Nintendo
My Nintendo is a loyalty program run by Nintendo, a Japanese
multinational consumer electronics and video game company.
Nintendo is known to have created some of the most popular video
game franchises in the industry, such as Mario and The Legend
of Zelda, and it is also a part owner of The Pokémon Company.
Nintendo employs more than 4,928 employees and has a revenue
of about 4.46 billion dollars (in 2016).
My Nintendo is a program available online. The brand decided not
to divide it into levels, but to give members the opportunity to earn
points by using Nintendo services, by making purchases in the
Nintendo e-shop and playing two Nintendo games: Fire Emblem
Heroes and Super Mario Run. Points can be redeemed for rewards
which can be used in games, PCs and smart devices and also
Nintendo 3DS/Wii U software.

The program is run:

• online.
To join the program, customers can register online through the
Nintendo website. There are a few mobile apps which are games, in
which members can earn points by playing.
The program isn’t divided into levels, but the brand decided
to give the possibility to earn points in two Nintendo games: Fire
Emblem Heroes and Super Mario Run. Users can also earn points
by using Nintendo services and making purchases in the Nintendo
e-shop.

Benefits:
• Fire Emblem Heroes rewards: e.g items, values
• Super Mario Run rewards: e.g statues, coins, tickets and items
• Smart devices and PC rewards: e.g wallpapers, guides
• Nintendo 3DS/Wii U software discounts
• Nintendo 3DS/Wii U software digital content: e.g menus,
movies
• Nintendo Switch Rewards.

Nintendo users have the opportunity to create their own My

Nintendo account, but also to create an account for their children.
 Customer
Management

Rules for
earning
points

Reward
Campaigns

Loyalty Platform Customer

Portal

in Open Source
with ready-to-use features
Panel for
offline
Know more
Bonus
72% of people
agree that, all other factors being equal, they’ll buy from a retailer with a loyalty
program over one without

51% of loyalty-program
participants say product discounts are among their three most-valued loyalty
program benefits

Non-monetary rewards
resonate more strongly in some African/Middle Eastern countries than globally

8 out of 10
loyalty-program participants say it is somewhat to very appealing to be able to earn rewards
regardless of whether the purchase was made in store, on a website or on a mobile device

7 out of 10
loyalty-program members agree that they’re more likely to participate in a loyalty program if a
mobile app is available

67 % of people
agree that they shop more frequently and spend more at retailers with loyalty programs
If you want to know more about Open Loyalty
or loyalty programs in general, contact us:

Karol Bzik, CEO Open Loyalty Piotr Karwatka, CTO Divante

karl@openloyalty.io pkarwatka@divante.co