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TOP 40 LOYALTY PROGRAMS
TOP 40LOYALTY PROGRAMS
BENCHMARKING STUDY
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?
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:
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!
Beauty/Pharmacy
Sephora
Beauty Insider / V.I.B 5
Pampers
Pampers Rewards 5
Walgreens
Balance® Rewards 6
Lancôme
Elite Rewards 6
Elf Cosmetics
Beauty Squad 7
Food
Tesco
Tesco Clubcard 9
Starbucks
Starbucks Rewards 9
JCPenney
Rewards 10
Walmart
Savings Catcher 10
Dunkin’ Donuts
DD Perks 11
Services/B2B
Uber
Momentum Rewards 13
Verizon
Smart Rewards 13
Sprint
Rewards 14
Citi
Thank You 14
Miles and More
Rewards 15
Apparel/Fashion
Swarovski
Be Swarovski 17
Nordstrom
Nordstrom Rewards 17
Carter’s
Rewarding Moments 18
H&M
H&M Club 18
Payless
Payless Rewards 19
Sport
Decathlon
My Decathlon 21
Muscle&Strength
Rewards 21
Nike
Nike Plus 22
Zappos
Zappos Rewards 22
Rewards4Golf
Rewards 23
Home/
Decoration
Ikea Family
Rewards 25
Kohl’s
Yes2You Rewards 25
Pottery Barn
The Key 26
Bed Bath and
Beyond
Reward Card 26
Home Depot
Pro Xtra 27
Automotive/
Petrol
Shell
Drivers’ Club 29
Tesla
Rewards 29
Speedway
Speedy Rewards 30
BP
Driver Rewards 30
Canadian Tire
Canadian Tire ‘Money’ 31
Entertainment
Toys ”R” Us
Rewards ”R” Us 33
Disney
Disney Rewards 33
Marvel
Marvel Insider 34
Hilton
Hilton Honors 34
Nintendo
My Nintendo 35
Bonus
Table of contents
Beauty/Pharmacy
5TOP 40 LOYALTY PROGRAMS
Sephora
Beauty Insider / V.I.B
Pampers
Pampers Rewards
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.
The program is run:
•	 online
•	 offline in participating shops.
To register for the program, customers have to fill in the
application form online through the Sephora website, through the
mobile app (iOS/Android), or do it offline in one of Sephora stores.
The program is divided into 3 segments, basic Beauty Insider
(free), and exclusive V.I.B ($350 spent annually) and V.I.B Rouge
($1000 spent anually).
Benefits:
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.
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:
•	 online
•	 offline.
To join the program, customers have to fill in an online form
available through the website or Pampers Rewards mobile app (iOS/
Android).
The program isn’t divided into segments.
Benefits:
•	 100 points for registering and signing up for the Pampers
mobile app
•	 50 points for first code scan
•	 Access to Pampers Special Offers
•	 Redeeming points for coupons and gifts from Pampers reward
catalog
•	 Opportunity to enter a sweepstakes (e.g free diapers for a
number of months, t-shirts)
•	 Discounts and free shipping in Dr. Seuss Book Club
•	 $20 Mother’s Discount Offer from Exergen
•	 $10 off next purchase of $40 and more at The Children’s Place
stores (online and offline).
Reward
Beauty
Insider
V.I.B V.I.B Rouge
Online personalized cosmetic
recommendations
+ + +
Access to Reward Bazaar + + +
Birthday gift (mini cosmetic set) + + +
Beauty classes + + +
Seasonal savings + +
Handpicked gifts + +
1 Free custom makeover + +
Free flash 2-day shipping
on all orders
(if you
spend
$10 an-
nually)
(if you
spend
$10 annu-
ally)
+
Private hotline +
Invitations to exclusive events +
6TOP 40 LOYALTY PROGRAMS
Walgreens
Balance® Rewards
Lancôme
Elite 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:
•	 online
•	 offline in participating shops.
To join the program, customers have to enroll online through the
website or mobile app (iOS/Android), or offline at the checkout in
Walgreens pharmacy and photo kiosks.
The program isn’t divided into segments.
Benefits:
•	 Beauty Enthusiast - $50 spent on beauty products
gives 5,000 points
•	 Members only offers - exclusive personalized products for
members
•	 Activity tracker - points for healthy choices - e.g 20 points per
mile while walking, running cycling or carrying out weigh-ins,
blood pressure tests, blood glucose tests, extra points for
quitting smoking/tobacco
•	 Access to paperless coupons and Weekly Ad with special deals
•	 Prescription refills - 100 points for prescriptions and
immunizations. Possibility to set up auto-refills online to earn
points on a regular basis
•	 Shopping deals - discounts and rewards for points.
Customers can earn points for already purchased products,
including prescriptions and photos, and they can get rewarded for
the healthy choices they make every day.
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.
To register for the program, customers have to fill in the online
application form through the Lancôme website (there’s no mobile
app) or offline in-store.
The program is divided into 3 segments, Rose Gold (1-1,999
points), Gold (2,000-6,499 points) and Platinum (6,500+ points).
Benefits:
Reward Rose Gold V.I.B V.I.B Rouge
Free shipping
All orders
$49 or
more
No
minimum
purchase
No
minimum
purchase
Access to rewards catalogue
(full-sized products, VIP partner
rewards, experiences and
more)
+ + +
Birthday gift + + +
Early access to best products
and promotions
+ + +
Anniversary gift + +
Free gift wrap + +
Complimentary Shoprunner™
Membership - free 2-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.
7TOP 40 LOYALTY PROGRAMS
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:
Besides spending money, members can also earn points for
different activities on Social Media and by referring friends to the
program.
Reward
Glow
Getter
Rising Star A-lister
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 +
Download the
full report
Loyalty Platform
in Open Source
with ready-to-use features
Know more
Customer
Management
Reward
Campaigns
Rules for
earning
points
Customer
Portal
Panel for
offline
If you want to know more about Open Loyalty
or loyalty programs in general, contact us:
Karol Bzik, CEO Open Loyalty
karl@openloyalty.io
Piotr Karwatka, CTO Divante
pkarwatka@divante.co

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Top 40 Loyalty Programs Report

  • 1. TOP 40 LOYALTY PROGRAMS TOP 40LOYALTY PROGRAMS BENCHMARKING STUDY
  • 2. 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? 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: 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!
  • 3. Beauty/Pharmacy Sephora Beauty Insider / V.I.B 5 Pampers Pampers Rewards 5 Walgreens Balance® Rewards 6 Lancôme Elite Rewards 6 Elf Cosmetics Beauty Squad 7 Food Tesco Tesco Clubcard 9 Starbucks Starbucks Rewards 9 JCPenney Rewards 10 Walmart Savings Catcher 10 Dunkin’ Donuts DD Perks 11 Services/B2B Uber Momentum Rewards 13 Verizon Smart Rewards 13 Sprint Rewards 14 Citi Thank You 14 Miles and More Rewards 15 Apparel/Fashion Swarovski Be Swarovski 17 Nordstrom Nordstrom Rewards 17 Carter’s Rewarding Moments 18 H&M H&M Club 18 Payless Payless Rewards 19 Sport Decathlon My Decathlon 21 Muscle&Strength Rewards 21 Nike Nike Plus 22 Zappos Zappos Rewards 22 Rewards4Golf Rewards 23 Home/ Decoration Ikea Family Rewards 25 Kohl’s Yes2You Rewards 25 Pottery Barn The Key 26 Bed Bath and Beyond Reward Card 26 Home Depot Pro Xtra 27 Automotive/ Petrol Shell Drivers’ Club 29 Tesla Rewards 29 Speedway Speedy Rewards 30 BP Driver Rewards 30 Canadian Tire Canadian Tire ‘Money’ 31 Entertainment Toys ”R” Us Rewards ”R” Us 33 Disney Disney Rewards 33 Marvel Marvel Insider 34 Hilton Hilton Honors 34 Nintendo My Nintendo 35 Bonus Table of contents
  • 5. 5TOP 40 LOYALTY PROGRAMS Sephora Beauty Insider / V.I.B Pampers Pampers Rewards 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. The program is run: • online • offline in participating shops. To register for the program, customers have to fill in the application form online through the Sephora website, through the mobile app (iOS/Android), or do it offline in one of Sephora stores. The program is divided into 3 segments, basic Beauty Insider (free), and exclusive V.I.B ($350 spent annually) and V.I.B Rouge ($1000 spent anually). Benefits: 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. 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: • online • offline. To join the program, customers have to fill in an online form available through the website or Pampers Rewards mobile app (iOS/ Android). The program isn’t divided into segments. Benefits: • 100 points for registering and signing up for the Pampers mobile app • 50 points for first code scan • Access to Pampers Special Offers • Redeeming points for coupons and gifts from Pampers reward catalog • Opportunity to enter a sweepstakes (e.g free diapers for a number of months, t-shirts) • Discounts and free shipping in Dr. Seuss Book Club • $20 Mother’s Discount Offer from Exergen • $10 off next purchase of $40 and more at The Children’s Place stores (online and offline). Reward Beauty Insider V.I.B V.I.B Rouge Online personalized cosmetic recommendations + + + Access to Reward Bazaar + + + Birthday gift (mini cosmetic set) + + + Beauty classes + + + Seasonal savings + + Handpicked gifts + + 1 Free custom makeover + + Free flash 2-day shipping on all orders (if you spend $10 an- nually) (if you spend $10 annu- ally) + Private hotline + Invitations to exclusive events +
  • 6. 6TOP 40 LOYALTY PROGRAMS Walgreens Balance® Rewards Lancôme Elite 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: • online • offline in participating shops. To join the program, customers have to enroll online through the website or mobile app (iOS/Android), or offline at the checkout in Walgreens pharmacy and photo kiosks. The program isn’t divided into segments. Benefits: • Beauty Enthusiast - $50 spent on beauty products gives 5,000 points • Members only offers - exclusive personalized products for members • Activity tracker - points for healthy choices - e.g 20 points per mile while walking, running cycling or carrying out weigh-ins, blood pressure tests, blood glucose tests, extra points for quitting smoking/tobacco • Access to paperless coupons and Weekly Ad with special deals • Prescription refills - 100 points for prescriptions and immunizations. Possibility to set up auto-refills online to earn points on a regular basis • Shopping deals - discounts and rewards for points. Customers can earn points for already purchased products, including prescriptions and photos, and they can get rewarded for the healthy choices they make every day. 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. To register for the program, customers have to fill in the online application form through the Lancôme website (there’s no mobile app) or offline in-store. The program is divided into 3 segments, Rose Gold (1-1,999 points), Gold (2,000-6,499 points) and Platinum (6,500+ points). Benefits: Reward Rose Gold V.I.B V.I.B Rouge Free shipping All orders $49 or more No minimum purchase No minimum purchase Access to rewards catalogue (full-sized products, VIP partner rewards, experiences and more) + + + Birthday gift + + + Early access to best products and promotions + + + Anniversary gift + + Free gift wrap + + Complimentary Shoprunner™ Membership - free 2-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.
  • 7. 7TOP 40 LOYALTY PROGRAMS 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: Besides spending money, members can also earn points for different activities on Social Media and by referring friends to the program. Reward Glow Getter Rising Star A-lister 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 +
  • 9. Loyalty Platform in Open Source with ready-to-use features Know more Customer Management Reward Campaigns Rules for earning points Customer Portal Panel for offline
  • 10. If you want to know more about Open Loyalty or loyalty programs in general, contact us: Karol Bzik, CEO Open Loyalty karl@openloyalty.io Piotr Karwatka, CTO Divante pkarwatka@divante.co