How to create a loyalty campaign that retains customers.​

What is customer loyalty?

Customer loyalty refers to the emotional and behavioural commitment of a customer to a specific brand, product, or service over its competitors. You always buy your coffee from a certain brand and your hand disinfectant from another? This is customer loyalty. Of course, quality and satisfaction with a certain product or service play the most important part in such decisions. However, brands and businesses can also actively engage in building customer relationships and subsequently, customer loyalty.

Doing this is about building a relationship where customers feel valued, trust the brand, and advocate for it to others. The advantages of customer loyalty cannot be denied: Loyal customers are less likely to switch to competitors and often become brand ambassadors, helping to boost a company’s reputation and attract new customers.

Loyalty program examples by brands in the UK.

Almost all big brands offer loyalty programmes or loyalty campaigns – we’re sure you remember some of them off the top of your head. You don’t? No worries – we have collected three examples of popular and effective loyalty campaigns in the UK. Here are some loyalty program examples for your inspiration:

Loyalty programme example 1: Tesco Clubcard.

The Tesco Clubcard is one of the UK’s most popular loyalty programmes. It allows customers to earn points for each purchase, which can then be redeemed for discounts on future shopping or converted into vouchers for dining, travel, and entertainment. The programme also includes exclusive Clubcard Prices, offering members savings on selected products. Tesco’s integration of its loyalty scheme with its mobile app has made it even more accessible and appealing to its customer base.

Loyalty programme example 2: Boots Advantage Card.

Boots’ Advantage Card stands out as one of the most rewarding loyalty schemes in the UK. Customers earn points for every pound spent – which allows frequent shoppers to save substantially. Members also enjoy personalised offers, early access to sales, and exclusive promotions. The Advantage Card app further enhances the experience by providing digital coupons and tailored rewards.

Loyalty programme example 3: Costa Coffee Club.

Costa Coffee’s loyalty programme, also known as the “Costa Coffee Club”, is another standout example of a loyalty campaign in the UK. Customers earn “beans” (Costa's equivalent of points) for every purchase, with 10 beans earning a free drink.

10 ideas for customer loyalty campaigns.

If you’re a small business owner or freelancer and want to run your own successful customer loyalty campaign, the most important thing is to choose a system that fits your business, like a points programme, rewards, or exclusive access perks. Develop rewards that are valuable yet cost-effective, such as discounts, freebies, or VIP experiences. Here’s a list of common ideas for customer loyalty programmes that are easy to do, even for small businesses:

How to bring your loyalty card to life.

How to design loyalty cards for small businesses with Adobe Express.

Amongst all the ideas in this article, a classic, physical loyalty card is one of the most (cost-)effective ways to do a customer loyalty campaign. It’s doable for almost every business, no matter the size or line of business, and you can easily design your own, free, personalised customer loyalty cards. How that works? With the help of Adobe Express! Our free tools and templates make designing loyalty cards for a small business straightforward and creative. Here’s how to do it:

1. Open the Adobe Express free loyalty card design maker.
2. Choose a loyalty card template that you like. Select a design that aligns with your business's branding or start from scratch.
3. Customise the layout. Standard loyalty cards are usually the size of a business card, so make sure your design fits this dimension. Add your logo, brand colours, and fonts to ensure consistency with your business identity.
4. Design the front of your loyalty card:
   • Include your business name, logo, and tagline.
   • Add contact details like a phone number, email, or website URL.
   • Highlight the purpose of the card, e.g., “Collect 10 stamps, get 1 free coffee.”
5. Design the back of your loyalty card:
   • Explain how customers can earn and redeem rewards.
   • Add stamp or punch spaces, such as numbered circles or grids.
   • Include terms and conditions, like expiration dates or usage limits.
6. Use icons, patterns, or illustrations to enhance the design. Keep it clean and uncluttered for readability.
7. Done! Save the design as a high-quality PDF or image file. Use a professional printing service for durability or print your own loyalty cards at home on sturdy paper.

Pro tip: Before you do a big rollout of your loyalty campaign, we recommend sharing your loyalty cards with a small group of customers or even family or friends for feedback. Adjust the design if needed before a full rollout.

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