As 2024 comes to a close, I’d like to know which loyalty programs you like the most. Which are simple and rewarding, and which are a waste of time? I’ve focused on retail and e-commerce rather than travel and hospitality, but don’t let that hold you back from sharing your faves.

Here are the programs I believe to be the most successful based on driving membership, customer engagement, and retention. Each of these programs represents a unique strategy for building meaningful customer relationships. Here’s a countdown of what I believe to be the six most impactful loyalty programs of 2024, ranked by their membership size, and a look at what’s next for 2025.

I’d give SEPHORA an honorable mention here BTW…

6. My Bath & Body Works Rewards

Membership Size: Estimated 38 million members.

Key Benefits: Bath & Body Works Rewards delivers personalized offers and grants members exclusive access to special events and products, fostering a sense of exclusivity and engagement. With a reported 93% customer satisfaction rating, the program excels in meeting customer expectations. Its strong focus on sensory marketing creates an emotional connection through engaging in-store experiences and exclusive fragrances, making it a standout in loyalty programs.

Why It Works: Bath & Body Works has effectively tied their loyalty program to sensory experiences, driving repeat purchases and fostering brand love. With 80% of U.S. sales attributed to loyalty members, their approach showcases the power of personalized rewards and exclusive access.

What’s Next for 2025: Expect a deeper integration of digital touchpoints to enhance customer convenience and further personalization of in-store and online experiences.

5. Starbucks Rewards

Membership Size: Estimated 40 million members.

Key Benefits: Starbucks Rewards allows members to earn stars for every dollar spent, which can be redeemed for free drinks and food. The program also offers exclusive opportunities to earn bonus stars and receive personalized offers tailored to individual preferences. With seamless app integration, members can easily order ahead, track rewards, and make mobile payments, ensuring a convenient and engaging experience.

Why It Works: Starbucks has mastered the art of gamification and frequent engagement. The program’s strong app integration not only boosts convenience but also allows Starbucks to gather robust customer insights for tailored marketing.

What’s Next for 2025: Based on its new CEO, I’d expect Starbucks to address simplicity while it could also expand its sustainability-focused rewards and deepen engagement through AI-driven personalization.

4. Walmart+

Membership Size: Estimated 59 million members.

Key Benefits: Walmart+ provides members with unlimited free delivery on groceries and online orders, ensuring convenience for everyday needs. Additionally, members enjoy fuel discounts of up to 10¢ per gallon, making it a cost-effective option for frequent drivers. The program also features Mobile Scan & Go, allowing for faster and more efficient in-store checkouts.

Why It Works: Walmart+ appeals to value-conscious consumers by combining cost savings with convenience. While not as expansive as Amazon Prime, it’s steadily growing as a competitor in the membership space.

What’s Next for 2025: Walmart art is likely to enhance its benefits by integrating more exclusive discounts and adding digital features to better compete with Prime.

3. myWalgreens

Membership Size: Estimated 110 million members.

Key Benefits: The MyWalgreens program offers members the opportunity to earn Walgreens Cash rewards for purchases, which can be redeemed in-store or online. Members also benefit from tailored coupons and personalized deals crafted based on their purchase history. Additionally, the program includes health and wellness perks, such as rewards for tracking steps or filling prescriptions, making it a holistic approach to customer engagement.

Why It Works: Walgreens s has leveraged its position as a health-focused retailer to create a loyalty program that ties everyday purchases to wellness goals, fostering strong customer retention.

What’s Next for 2025: MyWalgreens may deepen its focus on health-tech integrations, such as wearable devices, to provide even more personalized health and rewards programs.

2. Costco – Membership Program

Membership Size: Estimated 134 million members.

Key Benefits: Costco Wholesale members enjoy exclusive access to wholesale prices and bulk products, providing significant value for everyday and bulk purchases. Executive-tier members gain additional perks, including 2% cashback on purchases, with rewards capped at $1,000 annually. Membership also includes travel and service discounts, such as deals on vacation packages and insurance, adding further appeal to its benefits.

Why It Works: Costco’s membership model creates a psychological commitment for customers to shop regularly. The added value of cashback rewards and travel discounts reinforces loyalty.

What’s Next for 2025: To enhance the membership experience, Costco may introduce more digital conveniences, such as app-based loyalty tracking.

1. Amazon – Prime

Membership Size: Estimated 180 million members.

Key Benefits: Amazon Prime offers unlimited free two-day or same-day shipping on millions of items, providing unmatched convenience for members. Additionally, members enjoy access to Prime Video, Prime Music, and exclusive digital content, making it a comprehensive entertainment hub. The program also includes early access to deals, such as Prime Day discounts and Lightning Deals, further enhancing its value proposition.

Why It Works: Amazon Prime’s ecosystem approach ties shopping, entertainment, and exclusive perks into one subscription, creating a dependency that ensures high retention rates.

What’s Next for 2025: Amazon on may expand Prime benefits to include new AI-driven features for shopping personalization and augmented reality tools for enhanced product visualization.

Looking Ahead to 2025

The loyalty programs of 2024 demonstrate the importance of personalized rewards, convenience, and emotional connections. As we move into 2025, expect greater integration of AI, deeper personalization, and a stronger focus on sustainability and health. Brands that adapt to these trends will continue to lead the loyalty landscape.