Customer loyalty strategies have evolved. It’s no longer about tossing out discount codes and hoping people return. Today’s best-performing brands are creating loyalty systems that feel personal, purposeful, and engaging. And the good news? These aren’t reserved for billion-dollar businesses.
In this post, we’ll explore how five standout brands are rethinking loyalty and how small business owners can apply the same customer loyalty strategies using tools and tactics that are within reach.
1. H&M: Turning Sustainability Into Loyalty Through Customer Engagement
Talking about customer loyalty strategies, H&M’s loyalty program is more than just a points system. They’ve aligned it closely with the lifestyle and values of their audience. Members earn points not just by shopping but also by making eco-conscious decisions like recycling old garments and choosing eco-friendly products.
This works because it taps into a growing global sentiment. Today’s consumers want to support brands that care about the planet. By making sustainability part of the reward structure, H&M is not just encouraging sales, they’re building emotional loyalty.
What you can apply as a small business
Even without a recycling program, you can build loyalty by showing you care about what your customers care about. For instance, you could create thank-you messages that highlight your commitment to ethical sourcing or local impact. You can also reward customers who leave reviews or share your brand’s values on social media. Our Retention and Growth Toolkit for SMEs has ready-to-use scripts and automation flow guides that help you create those personal moments without overwhelming your team.
2. The RealReal: Leveraging Data to Boost Customer Loyalty
Luxury resale platform,The RealReal is another great example of modern loyalty. They offer a program called First Look, which gives their most active users early access to exclusive pieces before they go live on the site. But it doesn’t stop there. They use shopping behavior data to recommend luxury items that match a customer’s style, price range, and previous browsing habits.
What they’re doing well is mixing exclusivity with personalization. It makes the customer feel like they’re getting a VIP experience even in a resale setting.
What you can apply as a small business
Start by segmenting your customer base. Who buys frequently? Who browses but doesn’t purchase? Then tailor your messages. For example, send a “first look” email about a new collection to your most engaged buyers or recommend products based on past purchases. You don’t need an expensive tech stack to do this. You can book your free consultation to get a 1:1 Strategy Audit in order to help you identify these segments and set up workflows in tools like Mailchimp, Klaviyo, or your CRM.
3. Adidas: Loyalty Beyond the Checkout Counter
Adidas’ adiClub takes loyalty out of the transactional space. Instead of just offering discounts for purchases, they reward members for engaging with the brand in everyday life. Users earn points when they complete workouts, join challenges, and attend brand events. Essentially, Adidas makes their customers feel like they are part of a fitness community, not just a buyer in a store.
This continuous engagement means that Adidas is top of mind not just when someone needs new shoes, but when they’re planning their next run or workout.
What you can apply as a small business
Think about your customer’s lifestyle. What do they enjoy outside of your product? How can you become part of their daily or weekly routine? A skincare brand could offer tips via email for morning routines. A restaurant could create a community challenge that encourages healthy eating for a week.
4. Wendy’s: AI-Powered Loyalty That Feels Personal
Wendy’s customer loyalty strategy uses artificial intelligence to deliver personalised rewards and food offers that match a user’s individual habits. If a customer regularly orders breakfast, the app might offer them a breakfast-only deal on a Tuesday morning. If they skip lunch but frequently dine in on weekends, the deals change accordingly.
This creates a dynamic, responsive experience that makes users feel like the brand “gets” them. It also increases app usage and frequency of purchases.
What you can apply as a small business
You don’t need a custom AI platform to create smart offers. You can start by automating email campaigns that are triggered based on behavior. For example, if someone hasn’t purchased in 30 days, send them a personalized product recommendation. If a customer buys the same product twice, offer them a subscription plan. These flows can be set up easily inside your existing email tools
5. Chick-fil-A: Loyalty That Starts With Community
Chick-fil-A’s loyalty strategy combines technology and human connection. Through their app, customers receive tailored meal recommendations and earn rewards. But the real loyalty driver is how the brand shows up in local communities. They partner with schools, sponsor events, and run charity drives. For Chick-fil-A, loyalty is both digital and deeply local.
This approach turns customers into brand advocates. People are not just loyal because of points, they are loyal because of how the brand makes them feel.
What you can apply as a small business
Your greatest strength as a small business is proximity. You know your audience better than anyone. Build loyalty by championing something they care about, a local cause, a neighbourhood clean-up day, or highlighting customers in your content.
Not sure where to start? Book a free Consultation with us, where we will guide
Loyalty Is Not a Nice-to-Have, It’s a Growth Strategy
In 2025, the brands getting customer retention right are the ones that have moved beyond transactional rewards. They’re building experiences that are personal, emotionally resonant, and aligned with their customer’s lifestyle and values.
You can do this too.
At GrowthIQ, we help small businesses create and implement customer loyalty strategies that actually drive growth. From experiential programs to customer engagement strategies, our goal is to help you keep the customers you worked so hard to earn.
Book your free consultation here
