8 E-commerce loyalty schemes that win customers over

Originally published 2024 | Updated April 2025

In the e-commerce game, where every brand is vying for attention, loyalty can seem like the holy grail. But what’s the secret sauce to winning customers over and keeping them coming back? It all boils down to loyalty programmes.

Loyalty programmes are one of the smartest, most scalable ways to build trust, increase lifetime value, and create a community that sells for you.

Let’s look at the best in the game—and what you can learn from them if you want to build one yourself.

Why loyalty programmes matter

With rising acquisition costs and tighter consumer wallets, retention is the new growth. A loyalty programme, done well, helps you:

• Turn occasional customers into repeat buyers

• Reward emotional loyalty, not just transactional behaviour

• Gather first-party data (legally and ethically)

• Create brand rituals—those repeatable habits that keep customers coming back without a paid ad in sight

Loyalty is your antidote to one-time-purchase syndrome.

The programmes getting it right

1. Amazon Prime – Loyalty through convenience and ecosystem design

Amazon Prime members get free shipping, access to streaming services, exclusive deals, and more. It’s the perfect blend of convenience and value, making it hard for customers to say no.

Key features:

• Free two-day shipping: Instant gratification for those who can’t wait to receive their purchases.
• Access to Prime Video, Prime Music, and more: Members enjoy a plethora of entertainment options, making the subscription feel like an all-in-one package.
• Exclusive member-only discounts: Regularly offering deals and discounts that are only available to Prime members, making them feel special and privileged.

Why it works: Amazon Prime keeps customers locked in with a bundle of benefits that extend beyond simply shopping. It’s about accessing an entire ecosystem that fits seamlessly into their lives. The convenience and added value make it indispensable for many households.

Strategic insight: This is loyalty by ecosystem. Amazon locks you in by making every step of life just slightly easier if you’re a member. Once you’re in, leaving feels like self-sabotage. Smart brands bake value into multiple customer touchpoints—not just post-purchase.

2.Kiehl’s Rewards – Low friction, high personalisation

Kiehl’s Rewards programme is a skincare enthusiast’s dream. Customers earn points for every purchase, which they can redeem for discounts on their favourite products, as well as free shipping and endless tester freebies to try out new products. It’s simple, rewarding, and highly effective.

Key features:

• Earn points for every purchase: Every time a customer buys something, they rack up points that can be used for future discounts, encouraging repeat purchases.
• Redeem points for discounts on products: Customers feel rewarded for their loyalty with tangible benefits that directly reduce their costs.
• Birthday gifts and exclusive offers: Personalised touches like birthday gifts and special offers make customers feel appreciated and valued.

Why it works: Kiehl’s Rewards turns every purchase into an opportunity to save on future buys. The personalised offers and birthday gifts make customers feel valued and special, deepening their connection with the brand. This kind of personal touch is what keeps customers coming back.

Strategic insight: The Kiehl’s programme feels like a beauty advisor who remembers your preferences. It encourages small, frequent purchases and brand discovery. Want loyalty? Make the customer feel seen—not just rewarded.

3. The North Face XPLR Pass – Community-driven, adventure-led loyalty

The North Face’s XPLR Pass is designed for the adventurous spirit. Members earn points on every purchase, gain access to exclusive gear, and enjoy personalised experiences tailored to their outdoor lifestyle.

Key features:

• Earn points for every purchase: Encourages frequent shopping by rewarding customers for every transaction.
• Early access to exclusive gear and collections: Members feel like insiders with the first dibs on new products.
• Invitations to special events and experiences: Beyond products, the programme offers unique experiences that resonate with the adventurous lifestyles of its members.

Why it works: The XPLR Pass taps into the lifestyle of its customers, offering not just products but experiences and exclusivity that resonate with outdoor enthusiasts. It’s about creating a community of like-minded adventurers who are passionate about exploring the great outdoors.

Strategic insight: You’re not just a customer; you’re part of a tribe of explorers. The best loyalty programmes reflect their customers’ values. The North Face doesn’t focus on saving money. It focuses on adding meaning. Think: experiential loyalty over financial loyalty.

4. Nike Membership – Embedding value into content, community, and coaching

Nike’s loyalty programme is all about enhancing the customer experience. Members get early access to new products, exclusive training content, and personalised offers.

Key features:

• Early access to new releases: Members get the first chance to buy the latest Nike gear, which is a huge draw for brand enthusiasts.
• Exclusive training and workout content: Offers more than just products; it provides valuable content that helps members achieve their fitness goals.
• Member-only events and experiences: Special events that create a sense of community and exclusivity, making members feel part of an elite group.

Why it works: Nike taps into the lifestyle aspect of their brand, offering more than just products. It’s about being part of a community that’s passionate about fitness and performance, making each member feel like a true athlete. This holistic approach to customer engagement builds a strong, loyal following.

Strategic insight: Nike nurtures performance. You get the tools to level up yourself, not just your wardrobe. It’s content-fuelled loyalty. The app experience is sleek, gamified, and aligned with self-improvement. That builds deeper emotional ties and long-term stickiness. Your brand could do this too—even without an app—by offering tiered education, exclusivity, or access.

5. Sisters & Seekers’ Cool Girl Community

Why it wins: Sisters & Seekers’ Cool girl Community is tailored for the trendy, young shopper. Members gain points for every purchase, early access to sales, and exclusive discounts.

Key Features:

• Points for purchases
• Early access to sales
• Exclusive member discounts

Why it works: The programme’s emphasis on exclusivity and early access makes members feel special and valued, aligning perfectly with the brand’s trendy and exclusive image. And the tone is bold, confident, and community-first. Rewards feel like insider privileges, not corporate kickbacks.

Strategic insight: Gen Z customers don’t just want benefits—they want identity. Sisters & Seekers nails it by making loyalty part of the brand aesthetic. If your loyalty programme doesn’t reflect your voice or audience, it’s just admin.

6. Boots Advantage Card (Beauty)

The Boots Advantage Card has been a pioneer in loyalty programmes since the late 1990s. Customers earn points for every purchase, which they can redeem for products. I personally have saved LOADS of money since joining, and it definitely stops me shopping for my shampoo elsewhere!

Key features:

• Earn 4 points for every £1 spent
• Special bonus points events – double points for certain purchases, etc.
• Personalised offers and discounts

Why it works: It’s simple, predictable, and effective. And in a recession-conscious economy, saving adds emotional value.

Strategic insight: Boots succeeds because it’s built trust over time. There’s no gamification, no hype—just consistent, reliable value. It proves that loyalty doesn’t have to be “exciting” to be effective. It just has to be clear and consistent.

7. Booking.com Genius (Travel)

Booking.com’s Genius loyalty programme is perfect for travellers. Members get discounts on bookings, free room upgrades, and priority customer service.

Key features:

• Discounts on bookings
• Free room upgrades
• Priority customer service

Why it works: It’s a progressive loyalty ladder. The more you book, the more you unlock. Each tier feels meaningful, achievable, and worth climbing.

Strategic insight: Tiered loyalty gamifies commitment. And it gives users a reason to stay with you longer—not just come back once. Brands in subscription, travel, or high-value retail could learn a lot from this model.

8. Starbucks Rewards

Starbucks Rewards turns your daily coffee run into an opportunity for free drinks and special perks. The programme is easy to use and offers instant gratification with every purchase.

Key features:

• Earn stars for every purchase
• Free drinks and food items
• Birthday rewards and exclusive offers

Why it works: The instant rewards and easy-to-use app make it a no-brainer for coffee lovers. Plus, who doesn’t love a free drink on their birthday?

Strategic insight: This is frictionless loyalty. It’s embedded in the purchase flow, visualised in the app, and reinforces itself daily. Great for high-frequency brands.

Bonus: the loyalty programme also powers personalised marketing and menu experimentation.

Start your own winning loyalty scheme

Inspired by the big players? Here’s how to create a loyalty programme that resonates with your customers:

1. Understand your audience: Know what motivates your customers. Are they driven by discounts, exclusive access, or personalised experiences? Build your programme around your customers’ core motivators, not what your competitor does.
2. Keep it stupid simple: A complicated rewards system can be a turn-off. Make sure your programme is easy to understand and use, ensuring that customers can quickly see the benefits of participating. If users have to download a PDF to understand the rules, you’ve gone too far. Simplicity = conversion. Clarity = commitment.
3. Offer real value: The rewards should feel meaningful. Whether it’s through discounts, exclusive products, or unique experiences, make sure your customers feel valued. The more tangible and relevant the rewards, the more likely customers are to stay engaged.

4. Make it part of the brand experience: Every touchpoint should reinforce loyalty. Checkout nudges (“Earn 120 points with this purchase”); account areas with loyalty progress; email journeys with perks, sneak peeks, and shoutouts.

5. Engage and evolve: Keep your programme dynamic. Regularly update rewards and introduce new features to keep customers engaged. Listen to feedback and be willing to adapt to meet your customers’ changing needs and expectations.

Summing up

The best loyalty programmes?

• Speak your customer’s language

• Fit into their lifestyle

• Add real value

• Feel good to use.

Loyalty programmes should be about creating a reason to stay, in a world that’s full of reasons to bounce. By offering real value and engaging experiences, you can turn one-time shoppers into brand advocates.

If you’re ready to build something that goes beyond points and perks—and turns customers into your biggest fans—let’s chat.