A loyalty programme is a marketing strategy that aims to encourage customer loyalty to a brand, product or service. These are structured plans where customers are rewarded for repeat purchases or interactions with the company. The rewards can take the form of points, vouchers, discounts or even exclusive offers and experiences. The aim is to increase customer loyalty, extend the lifetime value of the customer and thus increase the company's profitability.

An effective loyalty programme is more than just a bonus or points system; it is a means of creating an emotional bond between brand and consumer. Psychological factors such as a sense of belonging, recognition and a desire for status can play a significant role in the effectiveness of a loyalty programme. In many cases, such programmes are now managed online through digital technologies such as apps and customer accounts, allowing for personalisation of offers and data-driven adaptation of strategy.

Loyalty programmes are particularly important in industries with high competition and interchangeable products or services. By establishing a strong customer loyalty programme, a company can keep customers away from competitors and build a long-term business relationship. However, the quality of the product or service should not be neglected, as even the most attractive loyalty programme cannot retain dissatisfied customers.