Loyalty programs have evolved beyond simple point-based rewards. The most successful brands in 2025 are leveraging AI, gamification, and hyper-personalization to boost customer retention, engagement, and brand loyalty.

From hotel loyalty programs to airline loyalty programs and cutting-edge e-commerce loyalty programs, let's explore the most unique loyalty rewards programs that are setting new standards in loyalty marketing.

1. Starbucks Rewards Program (Gamified Loyalty Programs)

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Starbucks has transformed its classic loyalty marketing strategy with blockchain-based rewards. Customers earn exclusive NFT collectibles that unlock VIP perks, blending digital engagement with real-world benefits. Through Starbucks Odyssey, members participate in interactive challenges and experiences designed to increase engagement. These challenges, known as 'Journeys', allow customers to explore Starbucks' brand story while earning limited-edition digital collectibles.

Additionally, Starbucks has integrated augmented reality (AR) experiences within its mobile app, enabling users to unlock special rewards by scanning in-store codes. High-value participants in the program gain access to VIP coffee-tasting events, early product launches, and exclusive merchandise drops, strengthening their emotional connection with the brand.

Read: Elevating Customer Loyalty: The Starbucks Rewards Program Unveiled

2. Sephora Beauty Insider (Top Loyalty Programs)

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Sephora’s loyalty rewards programs use tiered benefits, surprise gifts, and community-driven experiences. Their 2025 upgrade includes AI-powered beauty consultations and virtual try-on rewards. Through the Sephora Beauty Insider Community, members engage with beauty experts, receive personalized product recommendations, and participate in exclusive brand events.

The new AI-powered beauty consultations analyze users’ skin tones and preferences to suggest the best beauty products. Additionally, virtual try-on rewards allow members to test makeup products digitally before making a purchase, enhancing confidence in buying decisions. High-tier members enjoy priority access to new product launches, free beauty masterclasses, and exclusive collaborations with top beauty influencers.

Sephora’s strategy of blending personalization, gamification, and a strong community focus has made it one of the top loyalty programs in the beauty industry.

Read: Unveiling the Magic: A Deep Dive into Sephora's Beauty Insider Loyalty Program

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3. Nike Membership (Customer Engagement & Brand Loyalty)

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Nike’s e-commerce loyalty program now integrates fitness tracking, rewarding users with exclusive gear based on workout milestones. This innovative approach enhances customer engagement beyond just purchases.

Through the Nike Training Club and Nike Run Club apps, members can track their workouts and receive personalized coaching recommendations. The Move to Earn initiative encourages users to stay active by offering discounts on limited-edition sneakers, training apparel, and exclusive event invites based on their activity levels.

Nike has also introduced a tiered rewards system, where members unlock progressively better rewards by achieving fitness milestones. High-performing athletes within the program gain access to one-on-one coaching sessions, early product drops, and VIP invites to Nike-sponsored sports events.

By seamlessly integrating fitness tracking with loyalty perks, Nike continues to build a highly engaged fitness community, reinforcing brand loyalty and enhancing the overall customer experience.

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4. Marriott Bonvoy (Hotel Loyalty Programs)

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Marriott’s Bonvoy program remains one of the best loyalty programs, integrating AI to provide tailored experiences. Their 2025 update includes real-time reward tracking and instant redemption options via their mobile app.

Through AI-driven personalization, Marriott Bonvoy now offers tailored travel suggestions, ensuring that guests receive recommendations for destinations, hotels, and activities aligned with their preferences. The enhanced mobile app experience provides instant access to member benefits, allowing guests to redeem points seamlessly for free nights, room upgrades, and exclusive experiences.

In 2025, Marriott has also expanded its Elite Nights Accelerator, a feature that enables loyal members to fast-track their elite status by engaging with Marriott’s travel partners, including airlines and car rental services. Additionally, the introduction of immersive destination experiences allows members to use their points for curated local activities such as guided city tours, private dining experiences, and adventure excursions, further enhancing customer engagement and satisfaction.

By integrating real-time tracking and a frictionless redemption system, Marriott ensures that its loyalty members can maximize their benefits with minimal effort, reinforcing customer retention and brand loyalty.

5. Amazon Prime Rewards (Ecommerce Loyalty Programs)

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Amazon’s customer rewards program goes beyond standard discounts. Prime members now get early access to limited edition products, gamified challenges, and AI-driven product recommendations.

In 2025, Amazon has further enhanced its e-commerce loyalty programs by integrating AI-powered personalized shopping experiences. Prime members receive real-time recommendations based on their browsing history, past purchases, and even voice-search behavior through Alexa.

To boost customer engagement, Amazon has introduced Prime Streaks, a gamified challenge where members earn extra rewards for consecutive purchases. These streaks unlock tiered benefits, including early access to sales, exclusive discounts, and bonus loyalty points.

Additionally, Amazon has partnered with major brands to offer Prime-exclusive product drops, ensuring that loyal members get first access to high-demand items. The integration of augmented reality (AR) try-before-you-buy experiences has also enhanced customer confidence in their purchases, improving satisfaction and retention rates.

With these innovative updates, Amazon Prime Rewards continues to set the standard for e-commerce loyalty programs, creating a seamless blend of personalization, gamification, and convenience.

Read: A Case Study: How Amazon Built Loyalty and Growth Through Customer Reviews

6. H&M Member (Fashion Loyalty Programs)

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H&M’s loyalty rewards program has evolved to focus on sustainability and personalization. In 2025, members can earn points not only through purchases but also by recycling old clothes and engaging with eco-friendly fashion choices.

The program now offers AI-driven style recommendations, giving members personalized outfit suggestions based on their shopping history and preferences. H&M has also introduced exclusive member-only collections, giving loyal customers early access to limited-edition sustainable fashion lines.

Additionally, the gamified loyalty experience allows members to complete sustainability challenges—such as opting for conscious collection purchases or attending brand-hosted recycling events—to unlock bonus points and exclusive discounts. By integrating ethical fashion with customer engagement, H&M continues to lead in the fashion loyalty program space.

Read: H&M's Customer Loyalty Program: A Comprehensive Analysis of Their Rewarding Strategy

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7. IKEA Family (Home & Lifestyle Loyalty Programs)

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IKEA’s loyalty rewards program has evolved into a personalized home experience in 2025. The IKEA Family program now offers AI-driven furniture recommendations, exclusive design workshops, and sustainability-driven rewards.

Members earn points not just on purchases but also for engaging in IKEA’s sustainability efforts—such as recycling old furniture through the Buy Back & Resell program. The new gamified loyalty system includes interactive design challenges where members can create virtual room setups and win discounts on home furnishings.

Additionally, IKEA Family members receive exclusive early access to limited-edition furniture collections and special discounts on home services, including personalized interior design consultations. This data-driven, customer-first approach has made IKEA Family one of the most engaging loyalty programs in the home & lifestyle sector.

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8. Glossier Beauty Collective (Community-Driven Loyalty Programs)

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Glossier’s loyalty marketing strategy has always been built on community engagement, and in 2025, its Beauty Collective takes it to the next level. Instead of just earning points through purchases, members gain rewards by contributing content, writing product reviews, and engaging with fellow beauty enthusiasts.

Glossier now offers exclusive co-creation opportunities, where top members get to test and provide feedback on upcoming products before their official launch. Additionally, their AI-powered beauty assistant provides personalized skincare and makeup recommendations based on user input, enhancing the overall experience.

To further gamify customer engagement, Glossier has introduced a tiered rewards system, where members progress through levels—unlocking unique perks like free samples, early access to new collections, and exclusive influencer-led masterclasses. This highly interactive approach solidifies Glossier’s position as one of the most customer-centric beauty brands in the industry.

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Do You Know?

Loyalty programs have been around for decades, but today’s most successful brands are leveraging gamification, AI, and blockchain to take customer engagement to new heights. Did you know that 85% of consumers say they’re more likely to stick with brands that offer personalized rewards and experiences?

Brands like Starbucks, Nike, and Sephora are not just rewarding purchases—they’re creating immersive experiences that strengthen emotional connections and keep customers coming back. Whether it’s through interactive challenges, AI-driven recommendations, or VIP perks, the future of loyalty programs is all about engagement and exclusivity.

9. Maybelline Beauty Rewards (Cosmetics Loyalty Programs)

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Maybelline’s loyalty rewards program in 2025 offers a personalized beauty experience for makeup lovers. Members earn points not only through purchases but also by engaging with Maybelline’s virtual beauty community, watching tutorials, and sharing product reviews.

The program now includes an AI-powered shade-matching tool, allowing users to find their perfect foundation and lipstick shades, with bonus points awarded for trying virtual makeup looks. Maybelline has also introduced limited-edition member-exclusive products, giving loyal customers early access to trending beauty collections.

Additionally, Maybelline’s gamified rewards system encourages members to complete beauty challenges—such as experimenting with new makeup trends or sharing their favorite looks on social media—to unlock special discounts and VIP experiences. By integrating AI, personalization, and community engagement, Maybelline’s customer rewards program continues to captivate beauty enthusiasts worldwide.

Final Thoughts

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Brands that excel in customer retention are those that continuously innovate their loyalty marketing strategies. Whether through gamified loyalty programs, AI-driven personalization, or seamless omnichannel experiences, these top loyalty programs are shaping the future of customer engagement.

There are many more loyalty programs out there! Share this article and let us know which programs you think should be added to the list—we’ll mention them in future updates!

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