This guide explores ten diverse loyalty program examples from leading brands. We’ll break down what makes them successful and provide actionable insights to help you build a program that resonates with your own customers and drives long-term value.

The Foundation of Modern Loyalty: Understanding Different Program Models

Before we dive into specific examples, it’s helpful to understand the common structures that loyalty programs use. Most programs are built around a few core models, each with its own strengths. Choosing the right one depends on your business goals, product type, and customer behavior.

1. Points-Based Programs

This is the most traditional and straightforward model. Customers earn points for specific actions, such as making purchases, writing reviews, or engaging on social media. These points can then be redeemed for rewards like discounts, free products, or exclusive access. The simplicity of “spend and get” makes these programs easy for customers to understand and for businesses to manage.

For web creators building stores for clients, implementing a points system requires a tool that can track customer actions directly within the website’s ecosystem. A WordPress-native toolkit like Send by Elementor simplifies this by integrating directly with WooCommerce. This allows it to track purchases and other engagements without complex external setups. Features like audience segmentation let you award different point values to specific customer groups, adding a layer of targeted personalization.

2. Tiered Programs

Tiered programs create a sense of aspiration and exclusivity. Customers unlock new levels of benefits as their spending or engagement increases. Each tier offers progressively better rewards, motivating customers to climb the ladder. This model is particularly effective for building long-term engagement, as it gives customers a clear goal to strive for.

The key to a successful tiered program is communication. You need to consistently remind customers of their status and what they need to do to reach the next level. This is where email and SMS automation becomes critical. For example, Send by Elementor allows you to build marketing automation flows that can trigger messages when a customer is close to the next tier or when they’ve just unlocked new benefits, keeping them engaged in the journey.

3. Paid (VIP) Programs

In a paid loyalty program, customers pay a recurring fee—monthly or annually—for instant access to a suite of exclusive benefits. This model works best for brands that can offer significant and ongoing value that justifies the cost. The upfront investment from the customer often leads to higher engagement and spending to maximize the value of their membership.

Because customers are paying for this service, the experience needs to be seamless. A major advantage of this model is the predictable recurring revenue it generates. Managing these subscriptions and communications requires a robust system. Tools that offer real-time analytics within the WordPress dashboard help you track the return on investment (ROI) of your VIP program and demonstrate its value directly to your clients.

4. Value-Based Programs

Value-based programs connect with customers on a deeper, emotional level. Instead of just offering transactional rewards, these programs align with customers’ values by, for example, donating a portion of their purchase to a charity. This model builds a powerful sense of community and shared purpose, fostering a type of loyalty that goes beyond discounts.

These programs thrive on storytelling and authentic communication. You need to share the impact of your customers’ contributions. Using email marketing to send updates on charitable goals or featuring customer stories in newsletters helps reinforce the positive emotional connection to your brand.

10 Inspiring Loyalty Program Examples

Now, let’s look at how real brands are implementing these models to create exceptional customer experiences.

1. Starbucks Rewards: The Power of Gamification

Starbucks Rewards is a classic example of a tiered, points-based system done right. Customers earn “Stars” for every purchase, which they can redeem for free drinks and food.

What Makes It Work?

  • Simplicity and Visibility: The program is managed through a user-friendly mobile app where customers can easily track their Stars and see how close they are to their next reward.
  • Gamification: Starbucks incorporates challenges and “Double Star Days” to encourage more frequent visits and higher spending. This keeps the experience fun and engaging.
  • Personalization: The app uses purchase history to offer personalized recommendations and special offers, making customers feel seen and valued.

For a web creator, replicating this level of personalization requires a system that can segment audiences based on purchase history. A WordPress-native toolkit like Send by Elementor enables this through its deep integration with WooCommerce, allowing you to create segments like “frequent buyers” or “customers who purchase specific products” and then target them with tailored automated campaigns.

2. Sephora Beauty Insider: A Masterclass in Tiered Rewards

Sephora’s Beauty Insider program is a prime example of a tiered system that fosters aspiration. It has three levels: Insider, VIB (Very Important Beauty Insider), and Rouge. Customers move up the tiers based on their annual spending.

What Makes It Work?

  • Exclusive Benefits: Higher tiers unlock valuable perks like free shipping, early access to new products, and invitations to exclusive events. This creates a powerful incentive to spend more.
  • Choice of Rewards: The Rewards Bazaar allows members to spend their points on a variety of products, from deluxe samples to unique experiences. This flexibility caters to diverse customer preferences.
  • Community Building: The program makes members feel like they are part of an exclusive club, strengthening their emotional connection to the brand.

Building an exclusive community requires consistent and targeted communication. With a tool like Send by Elementor, which provides both email and SMS marketing, you can create distinct communication flows for each tier. For example, you can send an exclusive SMS alert to your top-tier members about early product access while sending a standard email newsletter to your entry-level members.

3. Amazon Prime: The Ultimate Paid Loyalty Program

Amazon Prime is perhaps the most famous paid loyalty program in the world. For an annual fee, members get a vast array of benefits, with free two-day shipping being the cornerstone.

What Makes It Work?

  • Overwhelming Value: Prime offers a bundle of benefits—including streaming services, exclusive deals, and more—that makes the membership fee feel like an incredible bargain.
  • Behavioral Change: The core benefit of free, fast shipping fundamentally changes shopping habits. It removes a key point of friction, making it easier for customers to choose Amazon over competitors.
  • Ecosystem Lock-in: The more a customer uses their Prime benefits, the more integrated they become into the Amazon ecosystem, making it less likely they will shop elsewhere.

While few businesses can match Amazon’s scale, the principle of offering undeniable value in a paid program is universal. For a WooCommerce store, this could mean offering free shipping, a permanent 10% discount, and early access to sales for a set annual fee. Managing these members and ensuring they receive their benefits requires a reliable system. A solution built from the ground up for WordPress, like Send by Elementor, can manage these customer segments seamlessly, ensuring that your VIPs are always recognized.

4. TOMS Rewards: Aligning Purchases with Purpose

TOMS built its brand on a value-based proposition: for every pair of shoes purchased, another pair is donated to a child in need. Their loyalty program, TOMS Rewards, extends this mission-driven approach.

What Makes It Work?

  • Mission-Driven Tiers: Members start as “Canvas” and can move up to “Pleather” and “Leather.” While they earn points for purchases, they can also earn points for engaging with the brand’s social causes.
  • Impactful Rewards: Members can use their points not only for discounts but also to make donations to TOMS’ partner charities.
  • Emotional Connection: The program reinforces the brand’s core values, making customers feel like their loyalty contributes to a greater good. This builds a powerful emotional bond.

Communicating this impact is essential. A key feature for any value-based program is the ability to create compelling stories. Using a drag-and-drop email builder, web creators can design beautiful, responsive emails that showcase the positive change their clients’ customers are making. Tools like Send by Elementor also provide ready-made templates based on Elementor best practices, which can serve as a great starting point for these visual stories that are far more powerful than just text.

5. The North Face VIPeak: Rewarding Experiences Over Discounts

The North Face understands that its customers are passionate about adventure. Their VIPeak program is designed to reward that passion, not just their spending.

What Makes It Work?

  • Experiential Rewards: While members earn points on purchases, the most coveted rewards are unique experiences, like invitations to climbing expeditions or tickets to film festivals.
  • Flexible Redemption: Members can also use points for more traditional rewards, like discounts on future purchases.
  • Community Focus: The program connects like-minded individuals, making them feel part of a community of adventurers who share the same values as the brand.

For businesses with a strong lifestyle component, experiential rewards are a powerful differentiator. Managing these unique offers requires a flexible communication platform. With advanced audience segmentation, a tool like Send by Elementor can target members in a specific geographic area with an invitation to a local event, making the reward feel personal and relevant.

6. REI Co-op: A Lifetime Membership Model

REI’s loyalty program is unique because it’s a co-op. Customers pay a one-time fee for a lifetime membership, which makes them part-owner of the company.

What Makes It Work?

  • Sense of Ownership: As members, customers feel a true sense of belonging and investment in the company’s success.
  • Tangible Financial Benefits: Members receive an annual dividend, typically 10% back on eligible purchases, which is a powerful and concrete reward.
  • Access and Exclusivity: Members get special pricing on classes, rentals, and access to “garage sales” of returned merchandise.

The co-op model is not for every business, but the principle of creating a sense of ownership can be adapted. For a WooCommerce store, this could be a “Founder’s Club” for early adopters who get lifetime benefits. A solid contact management system is essential to track these special customers and ensure their lifetime status is always honored. A platform like Send by Elementor, which is designed to sync with WooCommerce contacts, helps keep this data organized and actionable.

7. DSW VIP: Tiers and Timely Communication

Designer Shoe Warehouse (DSW) uses a tiered VIP program to effectively move customers from casual shoppers to loyal fans. The program has three tiers: VIP Club, VIP Gold, and VIP Elite, with benefits improving at each level.

What Makes It Work?

  • Clear Progression: The path to higher tiers is straightforward and based on annual spending, which motivates customers to consolidate their shoe purchases with DSW.
  • Proactive Communication: DSW uses email and SMS to keep members informed about their points balance, tier status, and available rewards. They excel at creating a sense of urgency and excitement.
  • Valuable Perks: Free shipping on all orders is a key benefit for all members, removing a significant barrier to purchase. Higher tiers get even better perks, like more points per dollar spent.

This program’s success hinges on its communication strategy. For web creators, setting up similar automated communication is straightforward with Send by Elementor. You can use pre-built automation flows for key customer journey touchpoints, such as a welcome series for new members or a re-engagement campaign for members who haven’t purchased in a while. These “set-and-forget” workflows ensure that communication is consistent and timely without requiring manual effort.

8. Lululemon Essential: A Test-and-Learn Approach to Paid Loyalty

Lululemon has been experimenting with a paid loyalty program called Lululemon Essential. For an annual fee, members receive a pair of pants or shorts, access to exclusive classes, and free shipping.

What Makes It Work?

  • High-Value Welcome Gift: The free product immediately offsets a significant portion of the membership fee, making it an easy decision for loyal customers.
  • Alignment with Brand Lifestyle: The inclusion of fitness classes reinforces Lululemon’s identity as a wellness brand, not just an apparel company.
  • Data Collection: The program provides Lululemon with valuable data about its most dedicated customers, which can be used to inform product development and marketing strategies.

Testing a new program like this requires careful tracking and analysis. A platform with real-time analytics makes it easy to monitor the program’s performance directly from the WordPress dashboard. In Send by Elementor, these analytics clearly connect marketing activities to revenue and retention, making it easy to showcase the program’s value to your clients.

9. Marvel Unlimited: Content as a Loyalty Driver

Marvel’s loyalty program isn’t a program in the traditional sense. Marvel Unlimited is a subscription service that gives members access to a massive digital library of over 29,000 comics.

What Makes It Work?

  • Unbeatable Content Library: The core of the program is access to an exclusive and highly desirable product that fans can’t get anywhere else in such a convenient format.
  • Recurring Revenue Model: The subscription model creates a steady and predictable stream of income.
  • Deepening Brand Engagement: By giving fans a reason to engage with the Marvel universe every day, the service strengthens their overall loyalty to the brand, which can translate to sales of merchandise, movie tickets, and other products.

For businesses that can create valuable content—whether it’s tutorials, exclusive articles, or entertainment—a subscription-based membership can be a powerful loyalty tool. A communication toolkit like Send by Elementor can help you manage these subscribers, delivering exclusive content via email and notifying them of new additions via SMS.

10. Kroger’s Fuel Points Program: Practical, Everyday Value

Kroger, a major supermarket chain, has a loyalty program that offers a highly practical reward: discounts on gasoline. Customers earn Fuel Points on their grocery purchases, which can be redeemed at Kroger fuel centers and participating Shell stations.

What Makes It Work?

  • High Perceived Value: With fluctuating gas prices, a discount on a necessary expense is a very tangible and appreciated reward.
  • Ease of Use: The program is seamlessly integrated into the shopping experience. Customers simply scan their loyalty card or use their phone number at checkout.
  • Partnership Power: The partnership with Shell expands the program’s reach and convenience, making it more valuable to customers who may not live near a Kroger fuel center.

This program shows the power of offering rewards that solve a real-world problem for your customers. To execute a partnership like this, clear data and communication are key. You need a system that can accurately track points and communicate redemption opportunities.

Marketing automation flows in a tool like Send by Elementor can be set up to send reminders to customers about their expiring Fuel Points, driving them back to the store (or the pump) and encouraging another purchase.

Building Your Own Loyalty Program: Key Takeaways

These examples showcase a wide range of strategies, but they all share a few common threads that are crucial for success.

  • Understand Your Customers: The best loyalty programs are built on a deep understanding of what motivates your customers. Are they driven by discounts, exclusive access, unique experiences, or shared values? Use surveys and analyze purchase data to find out.
  • Offer Tangible Value: Whether it’s free shipping, exclusive products, or a discount on gas, your rewards must be valuable enough to change customer behavior.
  • Communicate Clearly and Consistently: Customers need to understand how your program works, their current status, and what rewards are available to them. Automated email and SMS campaigns are essential for keeping them engaged.
  • Make It Seamless: The loyalty program should be an integrated part of the customer experience, not a clunky add-on. This is where a WordPress-native solution like
    Send by Elementor truly shines, as it eliminates the friction of managing external platforms and syncing data.
  • Measure and Optimize: Track the performance of your program continuously. Use analytics to understand what’s working and what’s not, and don’t be afraid to test new rewards and communication strategies to improve results.

For web creators, building a loyalty program is no longer a complex, custom-coded project. A modern communication toolkit like Send by Elementor provides all the necessary components—from contact management and segmentation to email and SMS automation—in one integrated package. This empowers you to offer a high-value service that drives real business growth for your clients, helping you build stronger, long-term relationships and unlock recurring revenue streams.