6 Ways to Make Your Loyalty Program Stand Out, Not Blend In
Consider this: On average, U.S. consumers belong to 16.6 loyalty programs, yet most use less than half of them regularly. And since over 90% of companies offer some form of loyalty program, the competition for consumer attention is intense. In this crowded landscape, it’s easy for loyalty programs to blend in, feeling routine and uninspired, and missing the opportunity to create the lasting connections they’re designed to foster.
These homogenous programs read like a hum-drum neutral canvas: they offer basic rewards but lack the vibrant, creative elements that genuinely excite and engage customers. To stand out, brands need to inject bold, thoughtful touches that attract attention and foster deeper connections.
Don’t know here to start? Here’s how you can add color and make your program dynamic and memorable:
1. Show Your Brand’s True Colors
Your loyalty program should reflect the unique spirit of your brand. Take The North Face’s XPLR Pass—a loyalty program that seamlessly aligns with the brand’s adventurous spirit (and that of its customers). Rather than just offering discounts, members get access to limited-edition gear, early product releases, and unique expeditions—building both a sense of excitement and community of like-minded explorers. When you infuse your program with your brand’s core values, it adds vibrant colors that make the experience feel authentic and engaging in a way your customers can identify with.
2. Keep the Loyalty Color Palette Fresh Program MVP
A loyalty program is not a one-time effort—it should evolve like a living canvas. Sephora’s Beauty Insider program constantly keeps things fresh with Beauty Insider Challenges, where members can earn points for trying new products, writing reviews, or engaging with the brand through the app. With frequent updates like limited-edition products and exclusive collaborations, Sephora makes sure its loyalty program is refreshed with new, exciting colors that align with customer interests and keep the experience continually dynamic.
3. Add Bold, Colorful Promotional Overlays
Seasonal or short-term promotions can infuse an extra dose of energy into your program. Case in point: Starbucks Rewards. With gamification elements like “Star Dash”, “Bonus Star Bingo”, and “Starbucks for Life”, where members can earn game pieces with purchases for a chance to win prizes. These enticing overlays add bursts of color and excitement to routine transactions, and ensure the program feels fresh and engaging throughout the year.
4. Build a Vibrant Community as the Heart of Your Program
A strong community can be the bright accent in your loyalty program that makes it stand out. Starbucks does it well again with Starbucks SIP (Starbucks Insiders Panel). This program allows members to influence product development, share feedback, and connect with other coffee enthusiasts. By fostering community involvement (and respecting its input), Starbucks adds a vibrant layer of connection and engagement that transforms its program into more than just rewards for a colorful, shared experience that customers want to be part of.
5. Add Depth and Richness with Purposeful Engagement
Incorporating a sense of purpose creates deeper emotional connections with customers. Fresh Step’s Paw Points program, for instance, allows members to redeem points not only for personal rewards but to support shelters by donating to help cats in need. There’s also the Shelter Paw Points version that lets shelters collect points and redeem for shelter-specific rewards, like palettes of litter, broadening the impact. This added purpose injects meaningful color into the program, making it more emotionally resonant while simultaneously making repeat purchases an easy decision members can feel good about.
6. Go Beyond Basic with Multi-Color Tiers
Barnes & Noble’s new loyalty program avoids the neutral tones of basic benefits by offering engaging perks for both free Rewards and Premium Membership tiers. Members can earn 1 stamp for every $10 spent, including eBooks and audiobooks, with 10 stamps earning a $5 reward. Premium members enjoy colorful perks like 10% off almost everything, FREE shipping, a free annual tote bag, and early access to special editions and events. Personal touches like free drink upgrades and birthday treats add splashes of excitement and exclusivity, making the program feel dynamic and rewarding. Plus, the ability to migrate through tiers allows brands to meet customers wherever they are in their journey while keeping them within their loyalty landscape.
Ready to go bold with your loyalty program?
Your loyalty program is a blank canvas, full of potential to express your brand’s personality and engage your customers. To create lasting impact, your program should be as dynamic and vibrant as your brand itself. By infusing bold elements, regularly refreshing the experience, offering creative promotions, fostering community, and adding purpose, your loyalty program can become a masterpiece. A thoughtfully designed program, rich with color and engagement, will not only stand out but will create lasting loyalty both your brand and your customers will benefit from.
Want to learn more? At ebbo, we’ve been innovating loyalty since 2001 and we’re ready to help. Contact us today to learn the latest trends and strategies to supercharge your existing loyalty program — or build one that’s net new. Get started today.
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ebbo helps brands achieve their customer loyalty goals with full-service, end-to-end solutions and also creates original educational content straight from the experts to help loyalty marketers stay on the cutting edge of customer engagement.