Go Back Quickstart Guide to Loyalty

6 Effective Loyalty Programs in Action

Throughout this guide, we explained the most important considerations for building a great loyalty program. This lesson will show examples of loyalty programs throughout the eCommerce industry and explain why they're successful.

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Different loyalty programs

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There are many brands out there that have managed to build effective, business-driving loyalty programs that enable customers to receive value beyond products. Here are a few examples to help inspire you as you build out your own program.


Category: Fashion

Ethical underwear brand TomboyX offers customers the chance to join TomboyX Rewards, a tiered, points-based loyalty program that allows members to earn and redeem points in several ways.

Why it works:

  • Clever messaging: The three VIP tiers — Resister, Normbreaker, and Disrupter — tie into the rebel vibe of the brand.
  • Multiple ways to earn points: Customers earn points for program sign-ups and purchases, but they can also earn points on their birthday, when they follow TomboyX on social, and by leaving reviews.
  • Points for donation: TomboyX is boosting brand affinity by offering points for donations to a cause.

Girlfriend Collective

Category: Fashion

Sustainable activewear brand Girlfriend Collective’s aptly named loyalty program The Collective allows members to earn rewards not just for shopping but also for making the world a better place.

Why it works:

  • On-brand messaging: Girlfriend Collective is a green brand, so it’s fitting that their tiers are named after shades of green — Mint, Jade, and Sage.
  • Rewards for aligning with the brand mission: Members can earn points by posting a picture of themselves wearing Girlfriend items and doing good by the Earth — planting trees, participating in a beach clean-up — with the hashtag #GoodJobGF.
  • Exclusivity: Members can cash in points for exclusive discounts, free shipping, and early access to new products.


Category: Beauty

Cult-favorite haircare brand Moroccanoil’s Beauty Circle is a robust, flexible program that offers members tons of value for joining and becoming a repeat customer.

Why it works:

  • Perks: As you move through the tiers, the perks get better, and at the highest level, members get access to exclusive events, free samples with every order, and one-on-one consultations with a stylist.
  • Flexibility: Points can be redeemed for products or cash at checkout.
  • Referrals: Moroccanoil’s Give $10, Get $10 program helps acquire new customers while incentivizing both the referrer and the new customer.

Vanity Planet

Category: Beauty

Personal care product and device brand Vanity Planet mVP Rewards program offers beauty enthusiasts a tiered loyalty program with flexible, progressive rewards, and many different ways to earn points.

Why it works:

  • More ways to earn: You can earn extra points for submitting photos or videos with a review or each time you renew a product subscription.
  • Progressive rewards: As you move up the membership levels, you gain access to exclusive discounts, new products, free returns, and up to 35% off your next order.
  • Redemption options: Points can be redeemed for products, cash at checkout, or applied to a subscription.


Category: Home

Luxury bedding brand Brooklinen’s Comfort Crew Rewards program gives members the chance to earn points for every dollar spent, get free shipping, and gain exclusive access to events, sales and more.

Why it works:

  • Redemption options: Brooklinen’s rewards redemption includes three options: a discount, a product, or a donation to Habitat for Humanity. This gives customers an easy way to navigate redemption and a way to donate to a cause.
  • Progressive rewards: The higher your tier, the more points you get for leaving a review. This encourages the brand’s best customers to write quality reviews.
  • Referrals: Members who refer a friend get 1,000 Comfort Crew points, and the friend gets $25 off their first purchase.


Category: Home

Washable rug brand Ruggable’s Spill Club offers members birthday gifts, early access to limited edition collections, free shipping, and more.

Why it works:

  • Simplicity: The program and messaging are straightforward, with 1 Spill Point per dollar spent, which can be redeemed for cash savings.
  • SMS option: You can earn extra points when signing up for SMS marketing.
  • Perks: Members get access to member-only sales, free shipping, early access to new arrivals, and annual gifts.

Check out more loyalty program examples here. To learn more about Yotpo Loyalty & Referrals, request a demo.

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