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Loyalty royalty: the brands keeping customers coming back.

Last year our founder Steve Stoner wrote about the difference between genuine loyalty and customer bribery, explaining how most loyalty programs don’t really drive true brand loyalty, just repeat sales.

Which is absolutely fine. As long as the customer perceives the loyalty program is offering them value and keeps coming back as a result, then all’s well and good. But it’s no surprise that ‘loyalty’ programs work best when backed up by the things that do drive true loyalty, like incredible products, exceptional customer service and a standout store experience.

So with that in mind, let’s take a quick look at some of the brands with the best takes on loyalty schemes, whether it’s ‘Spend, collect, reward’ or ‘Privileged membership’.


With over 10 million cardholders, flybuys is Australia’s most popular loyalty program (take a peek at our flybuys work here). What makes flybuys such a hit is the ever-expanding network of partners members can collect points with. From grocery shopping to topping up the car, booking a holiday or even paying bills, flybuys members can collect points just for living their everyday life.

All this shopping and scanning means flybuys has a huge treasure trove of data on its members and their spending preferences, which it uses to help its partners drive sales and signups. With Amazon (and Amazon Prime) continuing to grow its Aussie presence, flybuys will no doubt be looking for new ways to provide members even more value to remain competitive in the future.

Lady holding Mecca beauty loop box

Mecca Beauty Loop

Aussie beauty bellwether Mecca makes sure its brand loyalists are royally rewarded. Simply spend $300+ in a year, and you’re instantly added to Level 1 of the Beauty Loop, where you’ll receive four curated sample boxes throughout the year, plus a birthday gift. Level 2 and 3 members get even more, including invites to VIP events and surprise bonuses three times a year.

Cleverly, glamoristas are encouraged to pick up their boxes of goodies in-store, where they’re more than likely to buy something else.

Amazon Prime

Free two-day delivery on domestic purchases, access to a huge world of content (Prime Video, Prime Reading, Prime Music), special discounts, savings on Amazon Prime Day…what’s not to love? Amazon Prime used to be based solely on free delivery, but now with so much more on offer, it’s almost a no-brainer. And considering it’s 30% cheaper than Netflix’s entry-level plan (and can arguably replace your need for Spotify), the value is impossible to ignore.

People hiking with head torches

The North Face VIPeak

VIPeak is a multi-faceted loyalty program to inspire adventure lovers to get out and explore the great outdoors. Not only do members earn ‘PeakPoints’ on purchases, there are also special opportunities to collect extra PeakPoints by checking in at ‘The North Face approved locations’. Of course, the more points collected the better the rewards – but some of the rewards are truly next level, like the chance to win an all-expenses-paid expedition around the globe.

Lady with trolley walking past a Waitress store


Waitrose has brewed up a loyalty program that’s sure to be many people’s cup of tea. For starters, joining is free (all it takes is your email address), and it means complimentary tea or coffee each time you visit any store – just bring a reusable cup.

On top of this, myWaitrose offers members freebies, special prices and discounts, as well as access to in-store deals like 20% off all fish from the fish counter every Friday.

You can even enjoy a free selected newspaper when you spend at least £10. Unlike Tesco or M&S, there’s no points to be collected, keeping things simple as pie.


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