Loyalty program examples for businesses

Key takeaways

• Why loyalty programs play a major role in driving repeat business and growth
• Real-world loyalty program examples that show what success can look like
• A simple way to set up and manage loyalty program with the right software

Why loyalty programs are important for businesses

Whether it's a small business or a large enterprise, every business relies on customers returning. A loyalty program gives people a reason to come back more often and choose your brand even when alternatives exist. It helps build long-term relationships, increases the value of every customer over time, and turns satisfied buyers into strong brand supporters. Along the way, businesses also gain useful insights into customer preferences, making it easier to offer the right products, experiences, and rewards that keep engagement growing.

What are the types of loyalty programs?

Not every customer is motivated in the same way, so loyalty programs are designed in different formats to match varied behaviors and business goals. Below are a few widely adopted models:

• Points-based programs

  Customers collect points whenever they shop or complete specific activities. These points can later be exchanged for rewards of their choice, making it easy to stay engaged over time.

• Referral programs

  Referral programs reward customers who spread the word. When someone they refer joins or makes a purchase, the referrer, the new customer, and the business all benefit, creating a win-win relationship for everyone.

• Rewards programs

  Here, customers are recognized with benefits such as exclusive coupons and offers. The ongoing perks encourage more frequent interactions with the brand.

• Tier or level-based programs

  Customers move through different levels based on their loyalty and spending. Each level unlocks improved benefits, giving customers a sense of progress and recognition as they continue choosing the brand.

• Feedback-driven programs

  In this setup, customers are appreciated for sharing their opinions, whether through product reviews or survey responses. It helps businesses build trust while staying closely connected to customer expectations.

Top 6 loyalty program examples

• 1. Starbucks Rewards (Food & beverage)

  Starbucks created its Stars program to encourage regular visits and make ordering through its app effortless. The program has seen strong adoption, with 34.6 million active members in the U.S. as of 2025, measured by users who engaged within the last 90 days. This highlights how a well-designed loyalty program, built around convenience and rewards, can keep customers consistently engaged over time.

• 2. H&M Loyalty Program (Fashion & ecommerce)

  H&M's loyalty program is one of the most successful in fashion retail, offering benefits like points, member-only pricing, and early access to sales. The program surpassed 100 million members globally, reflecting strong adoption and sustained customer interest. This shows how a well-designed loyalty experience can encourage repeat shopping and help brands build lasting customer relationships.

• 3. Sephora Beauty Insider (Beauty & cosmetics)

  In the beauty retail space, Sephora's Beauty Insider program stands out. Their tiered system encourages repeat purchases and higher spend per customer. According to Sephora's 2023 Global Impact Report, the program had 66 million active loyal members globally, highlighting its broad adoption and ongoing relevance.

• 4. IKEA Loyalty/Family Program (Home & furnishing)

  For home furnishings, IKEA's loyalty program shows how rewards can work even for less frequent, higher-value purchases. According to aggregated loyalty-program data, IKEA's program revamp led to a substantial increase in member-driven sales, reported at about 58% of total sales coming from loyalty program members. This demonstrates that well-designed loyalty incentives can encourage customers to come back, strengthen long-term relationships, and drive repeat business over time.

• 5. Marriott Bonvoy: Hotels & resorts (Hospitality)

  The Marriott Bonvoy loyalty program is one of the largest in the hospitality industry. As of December 31, 2024, it had approximately 228 million member accounts worldwide, spanning over 9,300 hotels and resorts in 144 countries and territories. This wide reach allows travelers worldwide to earn points for stays and redeem rewards for future bookings or experiences. By offering a rewarding program, Marriott encourages repeat visits, builds long-term engagement, and creates a loyal community of returning guests.

• 6. Dropbox's referral loyalty program (SaaS)

  Dropbox's space rewards program is a smart loyalty strategy, offering users what they value most: extra storage space. By rewarding both existing users and new sign-ups, it created a powerful growth loop. Between 2008 and 2010, the program drove 3,900% growth in just 15 months, with referrals accounting for 35% of daily signups and 2.8 million direct referrals in a single month. User numbers doubled roughly every three months, ultimately reaching 700 million registered users and 15.48 million paying customers by 2020. This demonstrates how a well-designed referral loyalty program can drive adoption, retention, and long-term growth in SaaS.

Manage loyalty programs with Zoho Thrive

Zoho Thrive is comprehensive loyalty program software designed to help businesses of all sizes launch, track, and optimize loyalty programs with ease. Whether you want to set up point-based systems, create membership tiers, or reward customers for specific actions, Thrive provides a centralized platform to manage it all without complicated setup or excessive costs.

With Zoho Thrive, businesses can easily design rewards that motivate repeat purchases, encourage referrals, and engage customers across multiple touchpoints. The intuitive dashboard allows you to monitor program performance, track customer activity, and gain actionable insights to fine-tune your loyalty strategies. By simplifying loyalty management, Zoho Thrive empowers businesses to build stronger customer relationships, increase retention, and drive long-term growth, all while saving time and resources.