What does it take for loyalty programs to stand out in 2024? What does it take for them to truly engage customers and fuel long-term relationships? According to, six factors determine success. These factors include ease and enjoyment, attractive and meaningful benefits, overall customer satisfaction, quality customer support, trust and the likelihood of customers recommending the program to others.
Take Banana Republic as an example. Back in 2021, the brand consolidated all its programs into one: Banana Republic Rewards. Since then, consumers have been able to access all brands under the Banana Republic umbrella, including Gap, Old Navy and Athleta, through a single membership., loyalty members can track rewards balances, save their drink preferences and even place orders before heading out the door—all in a single, user-friendly location.
Just last year, Ulta Beauty revamped its loyalty program, now called Ulta Beauty Rewards, with personalization in mind. Instead of members receiving a store-chosen birthday gift,from a portfolio of brands across various categories. Providing the freedom to choose can help shoppers feel more connected to the brand, especially during special occasions like birthdays.
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