Customer Loyalty & Rewards Programs

62 Best eCommerce Customer Loyalty & Rewards Program Examples (2024)

What’s a key strategy and initiative that can unlock more revenue from existing customers that eCommerce plus DTC brands can implement cost-effectively and that pays big dividends in the long-term? Yep, it’s loyalty and rewards programs. I’ve collated, shared and have done a high-level breakdown of some of the best customer loyalty program examples I’ve come across that you need to check out.
Dan Siepen
October 6, 2022

I’ve talked in a few guides now about how running paid ads is becoming more expensive and more challenging to scale with decent profit margins, due mainly to competition. 

Whilst paid ads will always be part of the marketing mix for brands to scale, many are not focusing on tapping into existing customers to extract more revenue, and hence, are missing out on a big opportunity to really increase CLTV and overall margins without relying just on paid media.

Why do brands need to implement and optimise their customer loyalty programs?

The benefits of this marketing initiative are as clear as day, and plays a big role in achieving long terms scalable and sustainable growth for stores and brands. Here are numerous benefits I’ve listed as to why brands and stores need to be all over this strategy. 

  • It’s a ‘free’ channel to unlock more revenue - you’ve done the hard work already of acquiring your raving fans and customers who love your products/offering, so your chances of them spending more becomes greater with this strategy.
  • Great for building loyalty and increasing repeat purchases (which leads to overall higher CLTV).
  • Turn new customers into becoming brand advocates (as many would tend to share with friends).
  • Helps improve retention overall.
  • A great way to increase customer engagement, outside of remarketing ads and standard newsletters.
  • You become more confident as a brand that it’s a revenue channel that can deliver without much cost or resources to maintain - in many cases, it can be fully automated without much human input. However, if it’s not performing, then naturally you’ll be required to add optimisations and continually test until results start kicking in.

When it comes to implementation, there are many 3rd-party solutions that can help you set up all the critical elements fairly quickly, and fairly cheaply. If you’re on Shopify, there are some amazing options that make it super easy to have as part of your store, including the likes of, Growave, and Yotpo.

Best practices - what can you learn from the best customer loyalty programs?

When going through these examples of loyalty programs I breakdown in this guide, look out for some of these best practices that you can use as inspiration: 

  • They use eye-catching, high-quality imagery - in addition, good use of icons.
  • They’re all optimised their pages for mobile, which is the bare minimum (believe it or not, I’ve come across many that have poor mobile optimisation)
  • They visually articulate and succinctly explain through good copy and illustrations (usually icons) how their rewards/points system works.
  • Some even have epic videos that talk about their program (if you want to go that extra mile - video always helps!).
  • They clearly outline the benefits and value proposition of why customers should join (and why they should spend more).
  • List of detailed FAQs to settle any potential doubts of people signing up.
  • Highlight T&Cs.
  • Have a secondary CTA, whether it be newsletter signup, refer a friend, etc.

Many of these brands do a stellar job with the above best practices. 

It’s time to dive into these examples. Over to you, and I hope you enjoy this guide. :)

By the way, all the links go straight to the references for you to explore further.

1. Mukti

Mukti is an organic beauty brand that is known for its award-winning formulations using native Australian extracts, with its moisturiser being a particular best seller.  Nonetheless, they have a wide range of products, from cleansers and serums to deodorants and perfumes, at an average of around $50 per product.

People fall in love with the brand for a reason, and their beauty bonus program has even more perks:

  • Get a point for every dollar spent, with different tiers.
  • A section showing what kind of perks you’ll get, depending on the tier that you are in.
  • Clear, laid-out instructions on what points can get you across each level, along with the kind of perks you can redeem depending on how many points you have.

2. Princess Polly

Princess Polly is an Australian fashion brand that ended up taking the world by storm. They are on top of the latest trends, and are particularly popular among Millennials and Gen Z markets. They have an awesome program which is certainly an attractive additional offering to retain loyal customers:

  • Clear numbers for how many points you earn when you do different activities related to the brand. When you hover over the icon of each activity, a signup button appears.
  • Naming the tiers like their concert tickets - because people always want the backstage pass.
  • A plug for their SMS marketing list at the bottom of the webpage, with a discount code for 20% and the chance to win a $500 gift card.

3. Homeleon

Homeleon believes that slipcovers are one of the best, cheapest, and easiest ways to transform a room. By changing the way the sofa looks, the whole atmosphere changes, and this is made even better by the fact that Homeleon slipcovers fit sofas to a tee. No more awkward tucks, no more ill-fitting corners. And because you may want to keep changing your sofa look every now and then, signing up to their program is a great way to build brand loyalty. Lets take a look at their page:

  • A step-by-step instruction breakdown for different actions, such as how to redeem rewards.
  • The use of squiggles, twirly arrows, and morph shapes in earthy colours throughout the page.
  • Five ways to earn rewards, with their corresponding points acquisition and contrasting colours.

4. Health-Ade

Health-Ade is known to create arguably the best kombucha in town, as their brand initially grew through sheer word of mouth. From their humble origins in the farmer’s market to being featured on Business Insider, their mission is to help people have healthier guts. In an attempt to encourage this, they’ve set up an attractive VIP program for their customers:

  • Copy that makes it clear: The more you spend and rise up the rewards ranks, the more points you earn in return.
  • A reassurance that redeeming points won’t take too much hassle or brain energy, because they have clear distributions for their rewards.
  • Get more rewards by referring a friend, with a matching image of two friends with seemingly slim and healthy guts.

5. My July

My July is a natural beauty and body brand, designed to nurture even the most sensitive of skin. Their products are free of gluten, soy, and parabens, and everything is made by hand in small batches to ensure quality. At an average price of $30 for their face oils and body balms, it’s a good deal. This is made even better by their rewards program:

  • Great intro copy that features the brand name and a community name that plays into this as well.
  • A section that succinctly illustrates the different ways you can earn points, using different visual cues such as an invisible table, stickers, and standalone copies.
  • A long sign-up banner, also acting as a section divider.

6. Bronze Snake

Bronze Snake was founded in 2006, and they quickly grew famous for their in-house production of their own clothing lines. This means unique designs that couldn’t be found with other brands, an assurance of quality, and a lower price point. For high-quality clothing at an average of $80, we say that’s fair value. To make things even better for consumers, they have put a new loyalty program in place called 'Bronzy Benefits':

  • Call to action links that are already integrated within the website copy.
  • A minimal section showing how to earn points, complete with simple icons. 
  • A reinforcement of the sign up link at the end of the rewards page, complete with contact details and FAQs to address any hesitations the customer may have.

7. Sunday Citizen

Sunday Citizen is a family textile business, now in its fourth generation. They are known for creating cashmere-soft blankets at affordable prices, initially marketed toward hoteliers. They eventually went into retail, making their textiles available for everyone.

Here’s a look at their loyalty program:

  • A birthday bonus if you sign up and enter your birthday.
  • A table showing the distribution of perks for different tiers and categories.
  • Additional rewards if you refer a friend, with the matching image of a man’s best friend wrapped snuggly in a blanket.

8. Lego

Who doesn’t know Lego? Forever heralded as one of the classic toys that both children and hobbyists can enjoy, people spend a large amount of money each year collecting the latest variations and designs. So, to make the most of these expenses, it’s best to become a Lego VIP member. Here’s the layout of their page:

  • An image showing VIP Lego cards, because most people enjoy acquiring cards that show a form of prestige - even if it’s just related to Lego.
  • Different images showing different rewards selling points, but with seemingly connected lego pieces.
  • Three different “join now” buttons scattered throughout the page.

9. Beginning Boutique

Beginning Boutique is an online fashion retailer in Australia what caters particularly to a female audience.They feature trendy pieces leaning into the younger market, with prices usually hitting an average of $100. Their customer loyalty program represents this aesthetic well:

  • A dominantly pink page with a graphic showing an exclusive club called “The It List.”
  • A showcase of actual products that you could redeem using points.
  • A long FAQ section getting into all the information customers need to know, from signing up to redeeming rewards to troubleshooting.

10. Frank Body

Frank Body is a body care brand best known for their scrubs. The brand name itself is a persona that the creators have made, with a personality and vibrancy that matches their intended audience. Think: Quirky, playful, and fun, which is just as evident on their loyalty program page:

  • An eye-catching name for the loyalty program, with a vintage signage and fun copy as an invitation to join.
  • An interactive approach to the different tiers. When you click a particular section, the details and requirements will pop up accordingly.
  • A unique way of referring the FAQ section, which matches the overall hotel branding for the loyalty program.

11. Ballsy

Ballsy creates a well-loved body wash called Ballwash, named aptly because this product is made primarily for men. It uses a mix of natural ingredients, which is a prime selling point as businesses catering to men rarely venture into this product type. This is a great rewards points structured program that’s worth looking into:

  • Intro copy that appeals to the humour of the intended market.
  • Tiers that are ranked by “baller” levels - a witty and funny play on the brand name.
  • More benefits for referrals, with clever copy featuring humour and emojis.

12. Premama

Premama is a company known for producing high-quality prenatal supplements to ensure the health of both mother and baby through pregnancy. They make sure that their products are clear for possible irritants, and that the tablets are easy on the stomach. They also have three ways through which customers can earn points and save money in the long run:

  • The use of different shades of pink to show the increase in perk tier.
  • A section dedicated to the claiming of points, with two CTA buttons for redemption. This shows that they won’t make the process of getting rewards difficult for users.
  • The option to become a "mombasador", the best way to earn points faster and get better rewards.

13. Summer Water

Famous for their tasty and classy rose, Summer Water believes that the famous summer go-to drink can be enjoyed all year round. With their award-winning mix, great branding, and affordability at just $80 per bottle, their rose is definitely something to look forward to. Then there’s loyalty program, aptly named as Societe for that fancy touch:

  • A breakdown of their perks highlighted in pink, with quirky icons and bragging rights.
  • Images that actual customers have posted on their social media accounts, with a limited amount of preview time per post to create that TikTok/Instagram story feel.
  • More connect options for the customers, with the “Never miss a drop” section featuring a moving background of glistening water.

14. Nike

Nike is arguably the biggest sports sneakers brand in the world, and for good reason. They have continually stayed on top of their game, from product releases to collaborations to marketing efforts. One of the ways they continually cultivate customer loyalty to their brand is via their customer loyalty program, also known as Nike membership:

  • A show of all the new things they are doing, catering to different markets. In this case, it’s the next generation of athletes.
  • Large images with small text copies, featuring unique member benefits such as access to member-exclusive styles and the ability to customise your own shoe.
  • Different member clubs that a Nike member could participate in.

15. Merlo

Merlo is a coffee brand that has been around for over 30 years. Though most known for their high-quality, freshly roasted coffee, they also set themselves apart with their standard of customer service and attentiveness. They now also sell coffee equipment and tea, starting at an average of $15. The more you purchase and drink, the more rewards you get when you join their loyalty program called the Friend of Merlo:

  • You can earn points on any purchase you make with the brand, whether online or in-store.
  • A video explaining the recent updates to their program, along with contact information for any more questions.

16. Deeto

Deeto believes that living healthy can be something that people enjoy, starting with the food choices they make. The brand is primarily created for women, with organic and sustainable powdered drinks at an average of $35 a pack. As a small business, they openly bank on the loyalty that can be formed through their rewards program:

  • An introductory paragraph on how they are a small business held together by wonderful women, thereby appealing to the emotional connection of their target market.
  • A video explaining how the program works.
  • Three “Join the Love Club” call-to-action buttons are scattered throughout the webpage.

17. H&M

H&M is an internationally known fast fashion brand, particularly famed for their classic pieces at cheaper prices. Given that the very purpose of the company is to spur people on to continuously buy the latest clothing items, it makes sense for them to have their own program called H&M Membership, which rewards loyal customers that keep buying.

  • Get a 10% discount just for signing up to be a member.
  • Benefits that are dictated by how many points you have, with no particular tier names.
  • A plug of their mobile app, which would also help users maximise their membership.

18. Picky Bars

Picky Bars creates the perfect balance between a real food bar and a performance bar, using great ingredients that are meant to energise athletes and runners. They are best known for their granola and bars, priced at an average of $15 each. More purchases rack up points with their loyalty program:

  • A header image showing an icon of people high fiving, implying that joining the program is definitely something worth celebrating.
  • A clear table showing the points conversion.
  • Although the icons and their copies are not properly centred in alignment to the call to action button, there is a clear section showing how to earn points with matching icons.

19. TaylorMade Golf

Love golf? TaylorMade Golf has been in the industry for decades now, and they are known as the company that first introduced metal woods to the market. They also sell a plethora of other golf items, including putters, wedges, and balls, all designed to meet specific needs of players.

Here’s their customer loyalty program:

  • Icons showing how the program works, set against an image of a golf course.
  • A plug for their app and other products, propped up through linking them to the loyalty program.
  • A show of tiers using tees.

20. Happy Way

Happy Way takes pride in their natural supplements, and they are best known for its great-tasting protein powders in different variations. They also sell bars and snacks at an average of $25 per pack. With their loyalty program, they aim to spread happiness:

  • Receive $10 off when you invite friends to the platform.
  • A step-by-step text instruction on how to refer friends.
  • Colourful icons showing the different ways to earn, with a redirect link on how to redeem.

21. Pet Culture

Pet Culture is an online pet store selling hand picked products and brands, to ensure that your beloved animals only get the best of the best. It is actually a joint venture between PetSure and Woolworths, so though the brand is fairly new, pet lovers can be assured of legitimacy and safety. They’re also attempting to build their brand through their loyalty program:

  • Collect 3,000 points just by spending over $70 on your first purchase.
  • Colourful icons showing the different offers you could take advantage of.
  • A show of other brand reward partners at the bottom of the page.

22. Esther and Co.

Esther and Co. is a women’s clothing brand known and loved for their silhouettes and romantic dresses. Their items typically cost around $80, and they have a wide range and sizes to choose from. A lot of ladies could definitely take advantage of their Royal Rewards:

  • Copies that maximise the concept of royal.
  • A table of tiers, the spend required, and their perks.
  • A text section at the bottom of the page, redirecting to the entire terms and conditions.

23. Marcs

Marcs is a well-known fashion brand in Australia with a range of clothing and accessories for both men and women. They’ve done a superb job with their setup and are a good benchmark for anyone looking for examples of tiered loyalty programs.

  • When you go to the page, you see an intro lifestyle video featuring some of their products. 
  • Then, as you scroll down, you will see the various levels of perks and types of rewards people can receive depending on the amount they spend.
  • As you will see, they’ve split up the tiers into four levels based on what customers spend, where there are a range of benefits such as anniversaries, birthdays, new season celebrations, and more. Each of the campaigns per level tier have different perks and discounts. 

24. Farfetch

Farfetch is a luxury company committed to making designer fashion easier to access, wherever you may be in the world. They sell a wide range of products and serve as the link between the customer and the merchandiser. With customers spending well into thousands of dollars on the site, it makes sense to have a loyalty program set up:

  • Using exclusive access as a selling point to the target market, with a feature of diverse models in luxury clothing.
  • Different tabs converting the perks for different tiers.
  • A plug for their app, with redirect links for both Google Play and the App Store.

25. Mecca

Mecca is a beauty company that has three different branches, each featuring a certain tier of brands. But regardless of which category your beauty products fit in, all three branches are included in their rewards program called the Mecca Beauty Loop.

  • Beauty lovers love free samples, and Mecca promises just that.
  • A narrative that shows 5 different perks if you join the program, with a layout similar to beauty magazines.
  • Benefits separated by different tabs, depending on the tier level.

26. Williams Shoes

Williams Shoes has been around for over a century now and is known for being Australia’s go-to brand when it comes to footwear. Given that they’ve been around for a while, people are likely to make a purchase with them somewhere down the line. Let's see what they’ve done in this loyalty program example.

  • Multiple member benefits are featured through large red icons.
  • A show of different partner brands that you could redeem from.
  • Four “Join Fusion Rewards” button scattered throughout the rather short webpage.

27. Country Road

Country Road is a clothing brand that caters to all genders and ages, with designs that are well crafted and appear effortless. The average price for their clothing is $150, and they are made to last seasons. You could also join their customer loyalty program and receive many perks which are on offer:

  • Multiple sections dedicated to program perks. There are four featured perks, complete with a large square image and small text copy.
  • Five tiers, with perks appearing as you choose among the artistically positioned tabs.
  • A digital loyalty card that would allow you access to different rewards.

28. Holy Energy

Holy Energy is a startup brand created by Dutch Bros, and is named as such because they seek to create drinks that seem like soft drinks but are actually healthy for the body. Their website only comes in Dutch and French, but this page can be accessed by anyone:

  • A signup form to join the loyalty program at the very beginning of the page.
  • A show of different items you could claim with your points.
  • Icons of more perks and benefits.

29. Sephora

The Sephora Beauty Pass program is a well-known example in the world of eCommerce. Sephora hosts some of the biggest brands, events, and they have millions of customers. So, with so many happy fans, it's no surprise that they’re unlocking more revenue through their loyalty club members. Here are some things I like with their page.

  • A show of the different rewards you could claim from the get go.
  • Different ways to accumulate points, with icons that match the Sephora design.
  • Options to register for the program at the very beginning and very end of the page.

30. Sheridan

Sheridan is a brand known for their high quality textiles for the home - from bed sheets to bath towels to baby wraps. They’ve been around for more than 50 years, and the only continue to solidify their legacy and place in the industry.

Here’s a look at their Sheridan Rewards:

  • 20% off every time you shop their full priced collection.
  • A show of other benefits you can avail of, both in-store and online.
  • A signup sheet where customers can sign up at bottom of the webpage.

31. Elf

Elf is a famous drugstore beauty brand that makes good quality makeup and sells them at a low price. They are known for their lippies, primer, and blush, all of which can be bought under $10 each. It’s no surprise that many people are loyal to the brand, and they have a great rewards program too:

  • A sneak peek of an awesome variety of rewards, including gift cards and Venmo options.
  • The retailer logo above “Shop” changes to Walmart, Amazon, and Target, which means that even purchases made on those platforms can earn points.
  • Call to action buttons to join the squad and download the apps, at the first and last part of the webpage.

32. Bras N Things

Bras N Things, as the brand name implies, sells women’s underwear, along with other items such as sleepwear and swimwear. They are known as Australia’s leading retailer when it comes to underwear and have since branched out to different countries like South Africa and the US. People love the variety that they offer and have a great loyalty strategy in place.

  • Get free vouchers for different occasions and rewards milestones.
  • Copy that makes the program appear more like a community.
  • An FAQ layout for the entire page, explaining all there is to know about the program.

33. Treenery

Treenery is a fashion brand that leans into sustainability, simplicity, and classic pieces. They primarily source responsible fabric and are committed to using quality materials for all their clothing, regardless of the line. A piece of clothing with them costs an average of $150, but given that their made of natural fibres, we’d say it’s worth it. They also have a really good rewards program in place:

  • An itemised layout of the program's perks and benefits, with matching model images.

Get huge discounts like $50 off when you spend $150 or $100 off when you spend $300.

  • Tabs for their five tiers of benefits, and each tier is a different colour.

34. Muscle and Strength

Muscle and Strength is a supplements store catering to athletes, bodybuilders, and generally just people who work out. They also offer a database for healthy recipes, workout routines, diet plans, and more. With the way it’s set up like a gym club, it also makes sense that they have a program to reward customers to make future repeat purchases.

  • A great rundown of how the earning and spending points system works, with images to show the things you can redeem or get discounts for.
  • Clear instructions on how you can use points, with images to illustrate the steps and what to click on.
  • All the terms in conditions in small letters, at the bottom of the page.

35. Jeans West

Jeans West has been in the clothing industry for over 45 years now, and they are most known for their lasting and great quality denim at fair prices. At an average of $80 per pair of jeans (and they have some good sales worth keeping an eye on), people definitely consider Jeans West as a staple in their closet here in Australia. Here’s what I like about their layout.

  • A very straightforward text introduction to the program.
  • A table showing tier benefits, with the use of icons and checkmarks more than anything else.
  • Their platinum tier is by invitation only, extended to select Gold members who have high engagement with the brand. The exclusivity makes it all the more appealing to customers.

36. Ren Skincare

Ren Skincare is a popular skincare brand that is known for its clean and effective formulas. They especially cater to sensitive skin and choose to use gentle, bioactive natural ingredients for their products. Their best seller is their AHA tonic at $30, with most of their items going at that price range. They also have what they call the Clean Rewards:

  • A great intro header along with a navigation bar on the left side of the screen.
  • Large boxes showing the different ways to collect points and what those points get you.
  • A simple redirect to their FAQ section at the bottom of the page.

37. Koh Living

Koh Living primarily sells artsy, unique gifts that can easily be given to your friends and loved ones. Built under the premise that looking for gift options shouldn't be so difficult or expensive, they make great, beautiful products at affordable prices, with most items under $50. They also have a great rewards program for their customers:

  • A high earn rate for different activities, with a birthday being the most celebrated milestone. This reflects the heart of the brand.
  • Different, monetary ways to redeem points, though it may have been visually better if there wasn’t a stray box on the next line.
  • Step-by-step instructions on how to redeem posts, with matching, detailed images.

38. Target

Target is a go-to for basically anything and everything people need to buy, and they have been established well enough that it is considered a trusted brand. Everyone is bound to make a purchase at Target, and it makes sense of them to have a customer loyalty program to not only encourage customers to keep coming back, but also for them to spend more each time. 

  • A navigation menu bar at the very top of the screen.
  • A rundown of benefits that you can enjoy both in-store and online, with icons that were designed with the Target aesthetic in mind.
  • A plug for their Red Card.

39. Black Pepper

Black Pepper is an Australian fashion brand, considered iconic by many as it has been around for over 40 years now. They are most known for their print designs, which are largely fresh and fun, at less than $100 apiece. Like many others, they also have a loyalty program:

  • A rundown of program perks using cute pink icons, set against an image of actual pepper.
  • The tiers in tabs, which are arranged by pepper type. They used different colours and corresponding peppercorn images to separate them.
  • Contact details and social media connect options near the end, reinforcing the mindset of the community.

40. Summer Fridays

Summer Fridays is a skincare brand founded in the US. They are fairly new in the industry but have grown big over the past years as they banked on influencer marketing and stood by their effective collection of products. They also have a great loyalty program:

  • The option to redeem points for products.
  • Give $10, get $10 for referrals.
  • A long list of FAQs that could be expounded upon near the end of the page.

41. Nutrition Warehouse

Nutrition Warehouse is said to be Australia’s leading website for sports and bodybuilding supplements and materials. They have over 90 stores across the country and are continuously expanding their operations. Apart from their great and fairly priced products, they are also loved because they have a great rewards system that make people come back:

  • Receive cash back on purchases, among other benefits.
  • A full video explaining the program.
  • An email sign up plug at the bottom of the page, with a $5 discount offer.

42. Minimax

Minimax has been in the marketplace for over 50 years, and they are considered Melbourne’s original homeware store. This means stuff for the kitchen, the living room, and even the bathroom. Some people cover their entire houses with this brand, which is great because they have a loyalty program that gives out rewards:

  • Customers earn points and can redeem them online or in-store.
  • You can just click the designated text links to join or see the terms and conditions, though it may have been better if the highlighted these lines.
  • That’s the entire rewards program page, which will get people to read it again and see if there’s anything they missed.

43. Dulux

Dulux is an international paint brand, known across the world for their high quality and standard. They offer a plethora of services with experts that are aligned with this market, such as painters and colour designers. People are rightfully loyal to the brand, and they get rewarded for this:

  • A variety of benefits you could tap into.
  • A video explaining their rewards system
  • A show of additional resources offered by the brand.

44. Mathers

Mathers is nearly a century old already, yet customers continue to love them for their classic quality shoes. Based in Australia, they have a plethora of brands in stock, that can cater to different needs and design preferences. They are a partner company of Williams and have a similar customer loyalty program in place:

  • Red icons showing the different benefits.
  • The different companies from which you can redeem points.
  • Different coloured tabs for different tiers.

45. Ikea 

Ikea is an incredibly popular Swedish brand, now synonymous to the idea of DIY furniture. They have huge warehouse stores in different countries and are considered a widely affordable brand by many. They also offer food in some locations and are well known for their meatballs, even beyond their shelves and tables. Here’s a look at their customer loyalty program:

  • They call it being an Ikea Family member, which builds upon the idea of community.
  • A show of member benefits, with matching images and sketches over these images.
  • A show of their products with their discounted Ikea family price.

46. Sukin Naturals

Sukin Naturals is an organic skincare brand, and they consider themselves to be a leader in the natural health and wellness industry. This is because they were one of the very first brands to venture into this, and they have since grown to become trusted in that area. Naturally, they also have rewards:

  • Clean and minimal icons explaining how it works.
  • A simple points conversion table.
  • One “Join now” button at the bottom of the page.

47. Home Hardware

As the brand name itself says, Home Hardware sells hardware for the home, such as hammers, garden tools, and electrical fixtures.They’re considered a top brand in Australia and are trusted by many, which then follows that they have proved their loyalty to their customers - and vice versa.

  • Get a DIY card with the brand to start earning points on your purchases.
  • An FAQ section on how the rewards work and how to claim your card
  • Redirect text links to their terms and conditions and privacy notice.

48. Shein

Shein is fashion brand that's been around for a while and experienced rapid growth in particular during the pandemic. They are a favourite by many, with people continuously going to shop with them for fashionable and trendy pieces. You guessed it, they have a rewards program, which isn’t always offered by fashion brands.

However, it's certainly not one of the 'prettiest' experiences I've seen. I did want to include this though as does show that even as a multi-million dollar brand, they keep things simple (and it works).

  • A redirect link menu at the top of the page, which also serves as an FAQ.
  • A QR code that would make it easier to avail of rewards and join campaigns. It probably would have been better if they centered the code.
  • A tab on the right side of the screen, which upon clicking will show a voucher you can receive upon signing up.

49. Lenovo

Lenovo is a tech brand most well known for their laptops, though they also sell tablets, PCs, phones, and other smart devices, Given the normally high expenses on their products, they have set up a program that is worth looking into:

  • A copy that says joining the program will earn you extra dollars, because who doesn’t want free money?
  • A section explaining member perks in detail.
  • A fine print at the bottom of the page, explaining that points expire after 6 months.

50. Elite Supplements

Elite Supplements says that it’s Australia’s biggest retailer of health and fitness supplements, with the success organically brought about by a passionate group of workers and loyal customers. Understandably, even in their rise, they enjoy rewards these very customers that have paved the way for their growth:

  • Five different tiers, presented on the website in an awards layout.
  • A small circular sticker at the lower right talking about a free gift. Upon pressing it, it shows a pop up for an email subscription.
  • Referral rewards, when you give 15% off, you get $15 off.

51. Razer

Razer is a tech brand most known for their gaming equipment and software. Even their laptops and mouses are designed for gaming, though they also have laptops that are good for school, work, and other purposes. Esports professionals and hobbyists particularly love them, and provide a great way to encourage repeat customers through their program.

  • There’s a pop up as soon as you enter the rewards page, introducing the program complete with a call to action button.
  • A tier table showing that points can be used to redeem actual gear.
  • A preview of the items you could claim and the number of points needed to redeem.

52. Staples

Staples is a brand especially known for their supplies and traditional home products, but they also sell furniture, tech items, and cleaning materials. They are basically a hgousehold name, similar to Target or Walmart, and people only grow more loyal to them as they increase their Staples Rewards:

  • A quick preview of benefits, with star icons.
  • A table that shows their rewards tiers. What sets this one apart is that the headers are not static, which means that you can still see the tier name as you scroll through the perks.
  • A quick FAQ section near the end of the page

53. 1800 Flowers

1800 Flowers is, as the name implies, a flower distribution company that offers a wide range of products, from bouquets to wreaths to plants. However, they are most known for their gift baskets, which feature a good mix of their product selection.

Their membership program comes at a cost, but there are a lot of benefits waiting for those who join.

  • Free shipping and no service charge for every order.
  • Earn $10 for every friend you refer.
  • Earn points and get rewards from at least 10 other brands, whose logos and names are featured on the website.

54. Taking Shape

Taking Shape is a fashion brand that particularly caters to curvy women. This means more accessible sizing, a great range of designs, and a vibrant community. I really love the loyalty program they have in place, where women can get rewarded every time they shop. It’s a win win!

  • A $1 = 1 point conversion
  • A table showing the four tiers, with varying shades of pink.
  • Three “Join now” buttons spread across the page.

55. Frockaholics

Frockaholics is a fashion company that sells the best and most beautiful dresses from different brands. Beyond this, they also sell other pieces of designer clothing. They source their outfits from a range of coveted names, and they make them accessible to the people. The prices for their items go well into the hundreds, but they have a great rewards program that could make it worth your while:

  • Banner images that show a quick rundown of the program.
  • FAQs that take up nearly the entire webpage.
  • Just one “Create an account” call to action link in the entirety of the page, and it’s placed under an FAQ question.

56. Muscle Nation

Muscle Nation is a fitness supplements brand that also sells activewear and workout items such as gym bags and socks. They have only been in the market for 6 years but they quickly became a trusted brand because of their quality and service. With a brand emphasis on community, it’s unsurprising that they also have a loyalty program:

  • A header plug of what they call MN rewards, with an image of a man and woman in workout clothing, hitting both of their demographics.
  • A simple table showing how their four tiers have different earn rates.
  • A final “Join now” call to action at the end of the page.

57. Lowe’s

Lowe’s is a classic, well-known home improvement retailer. More than the range of products they sell, they are loved for their associate experts who are able to provide guidance and advice as the customer needs. They handle millions of transactions each week, and are known to give back to the community - not just through charity, but also to their loyalty members through their own rewards system.

  • Lowe’s caters to people who do DIY home improvement, but their biggest customers are construction companies and design firms. The copy in the header is directed to this audience segment.
  • When you click on any of the tabs, you are redirected to a part of the page that caters to that category.
  • A complete outlining of their terms and conditions at the end of the page.

58. Best Friends

Best Friends is a petcare brand that caters to a wide range of animals, including birds and fishes. They also have a grooming salon in store, along with vet service clinics that make expertise and healthcare more accessible to our favourite animals. There is what they call a VIP pet care club program, designed to help customers maximise their benefits with the brand:

  • A list of all member benefits, and two call to action buttons within that section alone.
  • A show of vouchers that can be claimed as a member.
  • That’s the entire rewards program page, which means that it’s primarily meant to show off the benefits.

59. Noni B

Noni B is primarily a women’s clothing brand that features classic and timeless pieces, but they have since branched out to men’s clothing, beauty, home, and lifestyle products. Nonetheless, they are still best known for their feminine pieces, priced at an average of $150 a piece.

They also offer what is called their exclusive rewards:

  • Three reward tiers with matching type colours.
  • A signup section that highlights their customer service.
  • A $20 voucher that can be redeemed upon signing up.

60. Bitters and Bottles

Bitters and Bottles is a cocktail brand that sells products to help you make your own yummy mixes at home. They have over 2,000 items that allow you to build a home bar that fits to your tastes and preferences, all while leaning into the fun of alcohol. The very name of their points program reflects this: VBP, as in Very Bitter People. 

  • A drawing contest that is free to join, with 50 reward points for every entry.
  • Neon icons displaying the benefits.
  • A VBP rewards tab at the lower right corner of the screen. Upon pressing, it shows the earning and redemption rate for members, along with the “join now” button.

61. Partake Foods

Partake Foods is a dessert and snack brand that sought to make food inclusive for those with dietary restrictions. This means that their products are made for the most sensitive of stomachs, and their ingredient list contains no allergens. No nuts, no dairy, no soy, no artificial preservatives. At $15 a pack, that’s a great offer. They believe their customers deserve only the best of the best, and this shows in their loyalty program:

  • Icons showing the different ways to earn points.
  • A section showing products you can redeem, with their corresponding redemption rate and how much the product originally costs.
  • Give $2, get $2 when you refer a friend.

62. Pet Barn

Pet Barn is a retailer that sells animal products, such as food, treats, toys, and grooming kits. They cater even to reptiles, chickens, and birds, which makes them a great option for less than common pets. They have a reward program nicely named as Friends For Life:

  • You can redeem points with different partner brands, such as Greencross Vets.
  • Tabs feature different sections, so you don’t have to scroll down to find what you’re looking for.
  • Four different call-to-action buttons spread throughout the page, all leading to the membership signup sheet.

⚡ Frequently Asked Questions ⚡

What are the types of loyalty programs that eCommerce businesses can run, and that you recommend to focus on?

When it comes to loyalty programs, there are five (5) primary program types to choose from which are tiered loyalty programs, points-based, value-based, universal, and paid loyalty programs. Out of the five various types, the most popular/common you will see from the examples of loyalty programs I analysed are tiered, points-based, and value-based. In terms of which one I recommend to focus on, I’d be going for tiered (if you have a larger customer base), or points-based (which can be applicable for both larger and smaller online retailers). Many 3rd party providers can help you set up and give you the various conditions to create these types of programs. Luckily if you use Shopify or Shopify Plus, there are some great apps that you can use which are cost-effective.

What are the best customer loyalty programs that eCommerce store owners must check out?

I’ve shared a big list of amazing customer loyalty program examples that all store owners should check out for inspiration. Still, I've shared a select handful of them with some of my eComm friends (which I absolutely recommend you check out as well) who have done such an exceptional job from design to promotion. They are, in my opinion, My July Skin, Koh Living, Homeleon, Bronze Snake, and Sunday Citizen. They’re all great in their own right, and there are great learnings that you will pick up.

What are some of the key elements you should include to make a top converting customer loyalty program landing page?

It’s one thing to get a 3rd-party app or service which you can integrate with you store. But, it’s another thing of making it effectively work and scale. One of the key foundational pieces of making customer rewards programs work is the landing page. I’m going to share some of the key elements that I’ve been sharing with some of my clients and store friends that I know, that you can keep in mind when developing your loyalty program, or can use now for optimising your existing page. The first key element that you will notice in these customer loyalty program examples I’ve shared is that a wonderful job of illustrating and describing how their program works, including how customers earn rewards and earn loyalty points, to how they can redeem their points for products, and other perks they could receive. The second key element is the experience around signup and login. They make it obvious how visitors and customers can do this. The other major element of what can set your page apart is using beautiful imagery and icons. Definitely check out Princess Polly’s landing page, which I talked about earlier in this guide as they’ve done an epic job with their illustrations. Then the final major thing to make sure you add is a good set of FAQ questions that customers may often ask, or you know visitors most likely want to find out more info about. This can include questions about customer referrals, questions about exclusive events you may run for loyal customers, customer data questions, program-specific questions such as if/when points expire, and more which I’m sure you can address. If you do these things well and get inspiration from the designs, copy and layout of examples I’ve highlighted, then you’re on your way to creating something that should resonate with people and convert.

Can physical location storefronts mimic customer loyalty programs that digital websites have access to?

Yep they absolutely can, and it's something that I say many storefronts should be doing. You can always have a customer loyalty program that is offline only (e.g. such as coffee rewards cards - similar to Starbucks rewards), but what about if there’s a way that offline and online can come together? Well, if you use Shopify or considering it as your CMS, I’ve got some good news. With Shopify's POS system, you can collect customer details and purchase data, which means when you collect these details, you can send emails and promotions about your loyalty reward program. It’s something I absolutely cannot recommend highly enough for more physical storefronts to look into the POS solution. Why? Well, it’s because it’s a fantastic way to use customer data to run digital campaigns and promotions, with the goal of encouraging repeat purchases at scale without just relying on and hoping that people will come back.

Which Shopify apps make it easy to start and manage loyalty programs?

There are a few solid options available that many Shopify stores use and have plenty of positive ratings. They all have their pros and cons in regards to implementation, design customisations, and other factors that you need to take into account. From my personal experience, I’ve had good success taking into account the above factors with, Joy, Loyalty Lion, and the other good option is Rivo.

Note: All these examples are publicly accessible, and I’ve been collecting them as part of my personal swipe file for my own learnings and inspiration. When I share these examples and publish them, they're available as is on the date I publish a guide. Some information, such as ads, page designs, links to resources, prices or anything I mention related across these resources may/will change, so do let me know if you can’t access a resource, or something isn’t correct. Just get in contact with me as I want to make sure things are fresh as they can be. Thanks for reading and enjoy. 😊
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