A customer loyalty programme is a specific marketing strategy that aims to strengthen customer loyalty and retention to a company or brand. These programmes offer customers incentives and rewards for their repeat purchases in order to keep them loyal to the company in the long term.
The importance of a customer loyalty programme is to encourage repeat purchases, increase customer satisfaction and increase customer retention. This is achieved through various means, such as exclusive discounts, bonus points, personalised offers and birthday gifts.
Examples of customer loyalty programmes include bonus cards in supermarkets, airline or coffee shop membership programmes and online shops that award points for the purchase of products that can later be converted into gifts or discounts.