brand glossary: loyalty program

Loyalty programs are specific initiatives designed to offer an accumulating benefit to consumers who support and frequently use or buy a brand. They can take the form of point programs, discounts and coupons, special offers, select access, or even free goods and services. Frequent flyer, and hotel and shopping programs are prime examples of loyalty programs. Brands with several properties, such as hotels chains, tend to create programs that span everything they offer, while other brands can create loyalty programs with complementary, non-competitive brands, where the affiliation helps expand the awareness of each.

See also: Affinity Marketing