Top 10 Loyalty Programs of 2024

Loyalty program usage has increased by a whopping 28% in 2024. The global loyalty management market size is projected to grow from $11.7 billion in 2023 to $18.2 billion by 2026. Loyalty programs generate higher revenues and increase customer retention dramatically due to the personalization and customization that they offer. Increasing customer engagement and retention is critical, as a 5% increase in customer retention correlates with a 25% increase in profit. Furthermore, members of loyalty programs actually generate 12-18% more incremental revenue growth per year than non-members.?

The top performing loyalty programs—that we will discuss later in further detail—boost revenue from customers who use them by 15-25% annually. Therefore, revenue and retention are amplified by loyalty programs, with over 83% of consumers saying that belonging to a loyalty program strongly influences their decision to buy again from a brand.

Thus, it is clear that loyalty programs benefit businesses. But they also benefit the consumer. As companies compete with each other to have the more personalized loyalty program, these initiatives focus even more on tailoring experiences for individual buying trends and preferences. The significance lies in the fact that this creates a trend of hyper-personalization for the consumer: “For programs that are successful, hyper-personalization goes beyond immediate gratification; it cultivates lasting relationships with the consumer. Understanding the direct correlation between personalized experiences and Customer Lifetime Value (CLV) highlights the significance of catering to individual needs within a loyalty program” (Future Consumer Loyalty Programs Will Increase Personalization).?

Given that three out of every four consumers favor a brand with a loyalty program, hyper-personalization becomes a very important distinguisher. Let us take a closer look at the Top 10 Loyalty Programs of 2024, and reveal what has led to their success.??

Before analyzing what sets these programs apart, however, we must address the methodology behind how these programs were ranked. In order to measure and scale the value of a particular loyalty program, Newsweek partnered with data analysis firm, Statista, to conduct a survey on over 4,000 U.S. customers who are members of loyalty programs of retailers or service providers in the U.S. The 2024 ranking of America’s Best Loyalty Programs was compiled based on the results of an independent survey of around 18,000 evaluations. The survey was conducted on retailers and service providers from 41 categories, providing results for a broad spectrum of loyalty programs across industries In order to determine the score, the following criteria were examined:

1. Ease and enjoyment: measures the value of the perks of being in the rewards program. (5%)

2. Benefit: measures whether the rewards are—in the customer's perception—worth being part of the program. (20%)

3. Overall satisfaction: measures whether personal expectations were fulfilled and whether the customer is satisfied with the experience of the loyalty program overall. (25%)

4. Customer support: measures the level of assistance provided to customers when signing up for the program or having trouble redeeming benefits. (10%)

5. Trust: measures the trust in the loyalty program around how the brand uses personal data provided through the program. (10%)

6. Recommendation: Measures the likelihood of recommending the program to friends and family. (30%)

Now that we’ve addressed how Newsweek and Statista ranked more than 300 loyalty programs on a scale from 1-10, let us analyze the top 10 performers, and what has contributed to their success in 2024.

Victoria’s Secret- Victoria’s Secret Credit Card? (9.8)

Victoria's Secret's Credit Card loyalty program has been remarkably effective due to its combination of exclusive rewards, emotional appeal, and personalized benefits.. Cardholders earn points for every dollar spent, which can be redeemed for discounts, gift certificates, and free products. The program also features tiered rewards, with higher levels offering additional perks such as birthday gifts, free shipping, and early access to sales. These rewards not only incentivize repeat purchases but also make customers feel valued and appreciated, which fosters long-term loyalty.

A key factor in the program’s success is the emotional connection Victoria’s Secret has built with its customers. The brand is closely associated with luxury, femininity, and self-care, and the credit card program taps into these aspirational ideals. By offering rewards and exclusive benefits tied to this image of glamor and exclusivity, Victoria’s Secret does an excellent job of making customers feel special, and reinforcing their bond with the brand. This emotional appeal creates a sense of belonging, which keeps customers engaged with the brand over time, and this increases customer retention.

Frequent promotions and exclusive offers for cardholders further strengthen the program’s success. Victoria’s Secret regularly runs special events such as bonus points days, limited-time discounts, and early access to sales, which create a sense of urgency and excitement. These offers keep customers actively engaged, encouraging more frequent purchases. Additionally, the program’s integration with a seamless shopping experience—whether online or in-store—ensures that customers can easily track rewards, redeem offers, and stay connected to the brand. The program also benefits from a customer-centric approach, leveraging data analytics to personalize rewards and offers based on individual shopping behavior. This personalized experience, combined with constant communication through email, SMS, and app notifications, ensures that customers feel continuously engaged. As part of the L Brands ecosystem, the Victoria’s Secret credit card program also benefits from cross-brand loyalty rewards, which makes it even more attractive for customers who shop at other properties, particularly Bath & Body Works (as both companies used to be under the L Brands umbrella before splitting into separate entities). By blending personalization, emotional engagement, and exclusive benefits, Victoria's Secret’s loyalty program successfully drives long-term brand affinity and customer engagement, while increasing sales and revenue.

Amazon- Rewards Points (9.76)

The Amazon Rewards loyalty program is particularly successful due to its seamless integration with Amazon’s vast ecosystem. Prime Visa and Amazon Visa offer rewards on every purchase, both on and off Amazon.com—members can earn rewards not just for purchases on Amazon.com but also for spending at partner retailers like Whole Foods, and through affiliated services like Audible or Amazon Fresh. This broad network of earning opportunities keeps customers engaged, encouraging them to centralize more of their shopping habits around Amazon. The rewards are easy to redeem, typically as discounts directly applied to future purchases, which makes the program highly practical and attractive to users.

Another key factor in the program’s success is its personalization and data-driven approach. This is a common theme we will see with all successful loyalty programs.

Amazon utilizes its extensive customer data to tailor rewards, offers, and product recommendations to individual shopping behaviors or preferences. This ensures that rewards feel relevant to each user, enhancing the overall experience and encouraging repeat purchases. The program is also designed to reward frequent and high-value shoppers with perks like special financing options, exclusive deals, and additional savings, further incentivizing customers to stay loyal to Amazon and increase their overall spend on the platform.

Additionally, Amazon's integration of the Rewards program with Amazon Prime adds another layer of value and exclusivity for its consumers. Prime members, in particular, enjoy enhanced benefits, such as accelerated rewards accumulation and special access to limited-time deals. By linking the loyalty program with Prime, Amazon not only strengthens its membership base but also encourages customers to spend more to unlock better rewards. This synergy between Amazon’s Rewards program and its Prime membership creates a strong retention loop, making the program more appealing to both new and existing customers, incentivizing higher levels of customer engagement and loyalty.

Walmart- Capital One Walmart Rewards Card (9.69)

The Capital One Walmart Rewards Card and its accompanying loyalty program have become effective tools for driving customer engagement and loyalty due to their simplicity and broad benefits.?

The Rewards card offers competitive cashback rewards on a wide range of purchases, particularly at Walmart, where cardholders earn 5% back on purchases made at Walmart.com (including pickup and delivery), 2% at Walmart stores, and 1% on all other purchases. This tiered rewards structure is straightforward and valuable, making it easy for cardholders to maximize their cashback. The program's flexibility is another key factor in its success, as the rewards can be redeemed in several different ways—including statement credits, gift cards, and even purchases at Walmart. This easy-to-understand redemption process, along with the automatic cashback accumulation, ensures that customers feel rewarded without needing to jump through hoops or track complicated reward systems.

Additionally, the Capital One Walmart Rewards Card is designed to integrate seamlessly with Walmart's broader loyalty ecosystem, enhancing its value for frequent Walmart shoppers. This integration allows for deeper personalization, where customers who regularly use Walmart’s digital services (like Walmart.com for online shopping, Walmart grocery pickup, or even Walmart+ for membership perks) are rewarded for their loyalty in ways that feel immediate and relevant.?

Additionally, Capital One’s digital tools and mobile app provide personalized tracking of rewards and spending patterns, allowing users to see how they are earning cashback in real-time and what promotions they might qualify for based on their individual buying behavior. This visibility and customization help keep customers engaged with the program, as it feels like a tailored experience rather than a generic rewards system. By aligning rewards, promotions, and user experiences with customer preferences, the Capital One Walmart Rewards Card and loyalty program foster a sense of personal connection and value, encouraging long-term brand loyalty.

Dillard's- Dillard’s Rewards (9.51)

Dillard's Rewards loyalty program is efficient and profitable because it offers a reasonably straightforward and rewarding structure that resonates with both casual shoppers and frequent customers. Members earn one point for every dollar spent, and once they reach a set threshold, they receive reward certificates that can be redeemed for discounts on future purchases. This clear, easy-to-understand points system makes it simple for customers to track their progress and understand how their spending directly translates into rewards. Furthermore, the program incentivizes members to make larger or more frequent purchases by offering opportunities to earn bonus points during special events or on specific product categories. These bonus point events, along with the occasional surprise offers, create a sense of urgency and excitement, prompting customers to act quickly and return to Dillard's more often than before.

A major factor behind the success of Dillard's Rewards program, as well as all the top 10 ranked programs, is its focus on personalized customer engagement. Dillard’s tailors rewards and promotions based on individual purchase histories, ensuring that members receive offers that are relevant to their preferences and shopping habits. For example, a customer who frequently buys beauty products may receive discounts or exclusive offers on cosmetics, while someone who shops for home goods may get notifications about sales in that category. This kind of personalization enhances the overall shopping experience, making the customers feel valued and understood—which ultimately strengthens their emotional connection to the brand. Additionally, Dillard's sends members birthday rewards and exclusive invitations to sales events, further elevating that sense of exclusivity and encouraging or increasing customer loyalty and retention.

Pogo- Rewards Program (9.26)

Pogo’s loyalty program has gained immense popularity for its ability to seamlessly integrate with the gaming experience, offering its users a fun and engaging way to earn rewards while they play. Members of the program earn "Pogo Tokens" and other in-game rewards for completing challenges, winning games, or participating in special events. These tokens can be redeemed for a variety of rewards, including game boosts, premium memberships, and even gift cards to popular retailers. The gamified nature of the rewards system encourages players to stay active and engaged within the platform, creating a sense of achievement and progress as they unlock rewards based on their gaming activities. This continual engagement model, combined with frequent opportunities to earn rewards, helps foster a loyal and active user base.

What makes Pogo's rewards program particularly successful is its ability to offer personalized and tailored experiences for its users. Similar to the other top performing programs, excellent personalization separates or distinguishes the best ranked loyalty programs. By tracking individual player behavior and preferences, Pogo can offer targeted challenges or promotions based on the games a user enjoys most. This level of personalization ensures that the rewards feel meaningful and relevant, keeping players motivated to continue playing and earning rewards.?

Additionally, Pogo regularly updates its rewards catalog, offering fresh and desirable prizes, which keeps the program exciting and dynamic. With a strong focus on creating value for users through both tangible rewards and the intrinsic enjoyment of the gaming experience itself, Pogo’s rewards program keeps players coming back more and more, resulting in high user retention and overall satisfaction.

True Value- True Value Rewards (9.22)

True Value Rewards has been highly effective due to its combination of simplicity, flexibility, and strong customer value. Like many others, the loyalty program is built around a straightforward points-based system, where members earn 5% back in rewards for every dollar spent, both in-store and online. This easy-to-understand structure makes it accessible to a wide range of customers, from DIY enthusiasts to home improvement professionals, and ensures that shoppers see a direct benefit from their purchases.?

Additionally, the program regularly offers bonus point promotions on select products or during special sales events, which not only increases the perceived value of the program but also motivates customers to shop more frequently. The ability to redeem earned points for discounts on future purchases provides immediate gratification, making customers feel rewarded for their loyalty and encouraging repeat business.

Another key factor contributing to the success of True Value's Rewards program is its integration of personalized offers and targeted promotions. By leveraging customer purchase data, the program can deliver tailored rewards that align with individual preferences and shopping habits. For example, a customer who regularly purchases paint supplies or tools might receive offers for discounts on those specific categories, or special invitations to local sales events.?

This level of personalization enhances the customer experience, making members feel recognized and valued, while also driving increased sales in categories where the store wants to stimulate more traffic. By aligning the rewards with what customers actually want to buy, True Value ensures the program remains relevant and appealing.

Additionally, the True Value Rewards program is effective because it taps into the company’s strong community focus. This is another differentiator that works to their advantage. As a cooperative of independent hardware retailers, True Value has a deeply rooted connection to its local markets, and the loyalty program is designed to foster this relationship. Members are encouraged to participate in exclusive promotions, community events, and seasonal sales, which not only offer rewards but also deepen customer engagement with their local True Value store. This sense of community and connection helps differentiate the program from broader, more impersonal loyalty programs offered by larger retailers. By offering both tangible rewards and a sense of belonging–extrinsic and intrinsic rewards—True Value creates a program that effectively builds long-term customer loyalty while reinforcing its brand identity as a locally focused, customer-centric business.

Hot Topic- Hot Topic Rewards (9.19)

Hot Topic’s rewards program is flourishing largely due to its appeal to its core demographic—fans of alternative fashion, pop culture, and unique merchandise. The program operates on a points-based system where members earn points for every dollar spent, and these points can be redeemed for discounts and special offers.?

What sets Hot Topic apart is the emotional connection it fosters with its customers by aligning the rewards program with the interests and passions of its target audience, including exclusive access to new merchandise, limited-edition products, and early notifications about sales or promotions tied to fandoms, music, and pop culture. This resonance with the interests of their customers drives engagement and makes the program feel more like a personalized experience than a traditional rewards scheme, helping to cultivate a loyal and enthusiastic customer base. Therefore a major reason for their excess is their targeted approach and strategic use of hyper-personalization

Another key element contributing to the success of Hot Topic’s rewards program is the integration of additional perks that amplify the value for frequent shoppers. Members receive birthday rewards, early access to sales, and exclusive discounts that further incentivize spending and loyalty. The program also features a tiered structure, where customers can unlock even greater rewards as they spend more, such as bonus points or free shipping, which not only encourages repeat business but also motivates shoppers to aim for higher membership levels. By combining targeted promotions, community-building aspects, and additional benefits for loyal shoppers, Hot Topic’s rewards program keeps customers engaged, drives repeat purchases, and successfully strengthens the emotional connection between the brand and its audience. This company is a great example of how personalization and loyalty programs can attract and increase user retention–while generating more income and profit for the business.

Hardee’s- My Rewards (9.19)

Hardee’s loyalty program, My Rewards, also stands out as a highly effective and customer-focused initiative that integrates seamlessly within the brand’s broader digital strategy.

Leveraging their mobile app, the?loyalty program allows customers to earn points for every dollar spent, which can be redeemed for a variety of rewards, ranging from free menu items to discounts on future purchases. The program’s simplicity enhances its appeal, making it immediately understandable to customers and easy to engage with. Additionally, the app serves as an intuitive platform for tracking points and claiming rewards, which minimizes friction and maximizes convenience.?

More notably, the app offers personalized promotions based on users' purchasing behaviors, allowing Hardee’s to provide tailored incentives that resonate with individual preferences. This level of customization not only strengthens customer engagement but also fosters a sense of personal value, deepening loyalty to the brand—which correlates with higher spending and earnings for longer periods of time.

Further contributing to the program’s success is Hardee’s strategic use of exclusive offers and time-sensitive promotions, which incentivize repeat visits and sustained customer interaction. Members regularly receive special deals, including discounts on high-demand items or free upgrades, which encourage them to make more frequent visits in order to capitalize on these limited-time offers. The flexibility built into the rewards system—where points can be used for both small menu items and larger meal deals—broadens the program’s appeal across different customer segments.?

Finally, by tying the rewards program directly to its mobile ordering system, Hardee’s ensures that customers can seamlessly redeem their rewards through an efficient, digital-first experience. This integrated approach not only enhances convenience but also drives customers to adopt the app as their primary method of ordering, fostering repeat business and solidifying long-term brand loyalty and sustained engagement through a frictionless digital experience.

Pampers- Pampers Club (9.16)

Pampers’ loyalty program, Pampers Rewards, has become one of the most successful parenting-focused loyalty programs due to its ability to blend convenience, value, and personalized engagement. The program allows parents to earn points by purchasing Pampers products, which can be redeemed for rewards such as gift cards, discounts, or baby-related products. However, what truly sets Pampers Rewards apart is its deep integration with parents' everyday needs and its focus on convenience.?

Members can easily scan receipts or link their purchases to their Pampers account through the Pampers Club app, making it simple to track and earn points. This level of convenience is particularly appealing to parents, who often juggle busy schedules and appreciate the effortless way in which the program rewards them for their loyalty. Additionally, Pampers offers personalized rewards and promotions based on customer data, tailoring offers to the needs of families at different stages of their children’s development. This personalization adds significant value by ensuring that the rewards and offers are relevant to each member’s specific circumstances–which is seminal in this industry in particular.

Another key factor in the success of Pampers Rewards is its emotional and community-driven approach. The program not only provides tangible rewards but also creates an emotional connection with its members by offering content and resources that help parents throughout their journey. For example, Pampers often includes parenting tips, health advice, and information about child development, fostering a sense of trust and support. This engagement strengthens the relationship between Pampers and its customers, turning the program into more than just a transactional experience—it becomes part of a larger community where parents feel supported.?

In addition, Pampers frequently runs campaigns in partnership with charity organizations, allowing members to donate points to causes that benefit children and families, which further enhances the program’s emotional appeal and sense of purpose. Through this combination of convenience, personalization, and community-building, Pampers Rewards successfully fosters long-term loyalty among its members, turning everyday purchases into an ongoing relationship with the brand.

Torrid- Torrid Rewards (9.16)

Torrid’s loyalty program has proven exceptionally lucrative due to its strategic blend of both immediate and sustained value, coupled with a nuanced understanding of its target demographic. The program is based on a straightforward, points-driven model, where members earn one point for every dollar spent, with rewards becoming redeemable once customers reach designated thresholds.?

The program’s appeal lies in the speed at which points accumulate, allowing customers to feel that their loyalty is immediately recognized and rewarded, which in turn incentivizes repeat purchases. Torrid enhances this experience by offering tiered benefits, such as birthday rewards, exclusive discounts, and early access to sales, which cultivate a sense of exclusivity and make members feel personally valued. Additionally, Torrid frequently runs time-sensitive promotions that allow customers to earn bonus points on select products or during special events, fostering a sense of urgency that further drives repeat business and enhances the overall appeal of the program.

Beyond its accessible points-based structure, Torrid Rewards excels in its deep personalization and customer-centric approach. Tailored specifically to the needs and preferences of its core audience—plus-size women—the program not only delivers rewards but also curates a shopping experience that directly addresses customers’ fashion, body type, and lifestyle needs. Through seamless integration with Torrid’s app and website, members can easily track points and access customized offers that reflect their unique shopping behaviors and preferences.?

This level of personalization ensures that rewards are not only relevant but also resonate with the customer’s evolving style and interests, whether it’s discounts on new arrivals or exclusive promotions on popular categories like activewear or lingerie. Furthermore, Torrid actively engages members with curated content, such as fashion previews, styling tips, and updates on body-positive trends, positioning the program as more than just a transactional tool—it becomes a means of ongoing dialogue around personal style and self-expression.?

Conclusion:

The success of leading loyalty programs—and the Top 10 Loyalty Programs of 2024 in particular—can be attributed to a strategic blend of simplicity, personalization, emotional resonance, and flexibility. These programs adeptly tap into consumer psychology by offering rewards that are not only immediate but also relatively attainable, incentivizing repeat purchases through intuitive and straightforward systems like points accumulation.?

Most importantly, they harness customer data to deliver highly personalized experiences, tailoring offers and incentives to individual shopping patterns and preferences. This data-driven and personalized approach is essential for successful programs–as it deepens the emotional connection between the brand and the consumer, making the rewards feel not only relevant but also meaningful. Whether through Victoria’s Secret’s luxury-oriented rewards or Amazon’s expansive ecosystem that rewards both online and offline purchases, personalization enhances the emotional appeal, reinforcing brand loyalty and customer retention– and thus, revenue.?

In addition to personalization, successful loyalty programs often integrate tiered rewards, exclusive promotions, and time-sensitive offers, all of which foster a sense of urgency and exclusivity.?

Programs such as the Capital One Walmart Rewards Card and Dillard’s Rewards stand out by offering considerable flexibility in how points can be redeemed, whether for cashback, gift cards, or discounts, which increases their attractiveness to customers. Emotional engagement also plays a critical role in driving success—brands like Pampers and Hot Topic excel by aligning their rewards programs with the values, interests, and life stages of their core audiences. Whether through community-building initiatives, tailored offers, or aspirational incentives, these programs foster long-term loyalty by creating a deeper, more personal connection with consumers.?

Ultimately, the most successful programs strike a balance between practicality and hyper-personalization, ensuring that customers feel both valued and understood, thereby reinforcing their ongoing and long term commitment to the brand.