8 Best Tiered Loyalty Program Examples to Attract and Retain Customers in 2025

Tiered loyalty programs are proving to be an indispensable strategy for businesses aiming to strengthen customer relationships and drive revenue growth. Research by Accenture highlights that customers engaged in loyalty programs contribute 12–18% more to annual revenue than those who are not. Meanwhile, data from Hubspot reveals a 50% rise in client acquisition costs over the past five years, underscoring the growing challenge of attracting new customers.

In 2025, the focus on tiered loyalty programs is more important than ever. These programs not only foster long-term connections but also enhance brand value through innovative rewards and personalized experiences. 

In this article, we will explore the eight exemplary tiered loyalty programs that redefine customer engagement, offering insights for marketers and business owners to refine their strategies and maximize returns.

8 Best tiered loyalty program examples

Tiered loyalty programs are a proven way to engage customers by rewarding their loyalty at different levels. They create a sense of exclusivity and motivate customers to strive for higher tiers, unlocking better rewards along the way. Here are some excellent examples of tiered loyalty programs that showcase how brands effectively incentivize customer loyalty and engagement through well-structured tiers and enticing rewards.

1. NikePlus

A prime example of a tiered loyalty program is NikePlus, which shows how community development, exclusive access, and personalization can increase customer engagement and loyalty. Customers are rewarded through this program for their overall connection with the Nike brand as well as for their purchases.

• Exclusive access and events: Several exclusive benefits are available to NikePlus members. In particular, higher-tier members have access to private events like athlete meet-and-greets, VIP passes to sporting events, and exclusive first looks at new products. 
• Integration with Nike's digital ecosystem: Nike's digital apps, such as Nike Training Club (NTC) and Nike Run Club (NRC), have a close connection with NikePlus. Members can set fitness goals, keep track of their workouts, and get individualized coaching thanks to this integration.
• Tiered membership levels: NikePlus has multiple stages, each with progressively more advantages. Members can access more exclusive activities and benefits as they advance through the tiers.

Impact of NikePlus on customer retention and loyalty

NikePlus offers personalized rewards, unique access, and community building to increase customer retention and loyalty. The program's tiered structure encourages consistent participation and increasing expenditure, and data-driven personalization makes sure that participants feel important, which raises customer lifetime value and strengthens loyalty to the brand.

2. Costco membership

Another great example of a tiered rewards program that use value, discounts, and special advantages to increase customer retention and loyalty is Costco's membership program. Costco guarantees that every member receives substantial benefits that are in line with their purchasing patterns and preferences by offering many membership tiers to accommodate a range of consumer needs.

• Membership tiers: Costco has two main membership tiers available. Gold Star membership: with this basic membership, you may shop at competitive pricing and gain access to all Costco locations worldwide. All the advantages of the Gold Star Membership are included in this premium category, along with extra benefits, including exclusive savings on Costco services and a 2% annual incentive on eligible purchases.
• Risk-free 100% satisfaction guarantee: Costco offers a risk-free, 100% satisfaction guarantee in support of the level of its membership program. Costco fully refunds membership fees to dissatisfied members to lower perceived risk and entice more customers to join.

Impact of Costco membership on customer retention and loyalty

Costco's membership program, which is tier-based, increases consumer loyalty and retention by providing substantial discounts, exclusive offers, and an additional 2% for executive members. Value-driven marketing promotes higher spending, renewals, and frequent purchases, which raises lifetime value, customer happiness, and brand loyalty.

3. American Express

American Express (Amex) is well-known for its multi-tiered loyalty program, which offers members unmatched flexibility and premium privileges. Every tier of the membership prizes program offers worthwhile benefits and prizes in order to serve a wide variety of consumers, from regular consumers to high-net-worth individuals.

• Membership tiers: There are various card tiers available from American Express, and each has a unique set of advantages. Essential features are available with the entry-level card, including travel benefits, shopping safeguards, and points for every dollar spent. 
• Mid-tier card: Offers additional shopping perks, travel credits, and improved rewards on dining and grocery purchases. In addition to greater point-earning rates on travel and other categories, the premium card tier provides a plethora of travel benefits, such as hotel credits, airport lounge access, and concierge services.
• Partner benefits: Amex collaborates with a number of hotels, shops, and airlines to provide members with extra perks. Through these collaborations, cardholders can take advantage of exclusive deals and discounts from retail partners, transfer points to frequent flier programs, and enjoy elite status at hotels.

Impact of Amex membership rewards on customer retention and loyalty

By offering a wide range of rewards, exclusive travel benefits, and individualized services, American Express membership rewards improve customer loyalty and retention. Upgrades are encouraged by the tiered structure, which guarantees sustained participation. Amex encourages its customers to have a better lifetime value and strong brand loyalty by providing them with unique experiences and flexible redemption choices.

4. Petco Pals 

A tiered loyalty program called Petco Pals Rewards was created with pet owners in mind. It provides specialized rewards that improve the shopping experience and strengthen the relationship between the company and its customers.

• Membership tiers: Base Tier: From here, all members begin their journey, accumulating points for each dollar spent that may be exchanged for incentives.
• Pals rewards: Members receive special discounts, first access to sales, and offers that are tailored to their pet's needs.
• Pals incentives Premier: With more frequent incentives, VIP access to events, and better savings on services like grooming and training, this higher tier comes with more perks.
• Personalized offers: Customer information is used by Petco Pals to deliver tailored recommendations and offers. Members get exclusive discounts on pet-related products, which improves the whole shopping experience and guarantees value.
• Free Pet services: Members at higher tiers receive complimentary services like pet grooming and training advice. Pet owners who regularly utilize Petco's services find the membership appealing because of these benefits, which significantly increase its worth.

Impact of Petco Pals rewards on customer retention and loyalty

With the help of unique pet services, exclusive discounts, and personalized offers, Petco Pals Rewards increases customer loyalty and retention. A strong emotional bond with the brand is fostered by the tiered structure, which encourages increased spending and frequent visits, as well as the emphasis on pet-specific perks and community involvement.

5. Target Circle

Target Circle is a tiered loyalty program focusing on community involvement and customized savings. Its goals are to improve the shopping experience and create lasting connections with clients.

• Membership tiers: Target Circle provides an easy-to-understand loyalty program with no complex tiers, making it available to all customers.
• Base tier: From the outset, all members receive 1% back on all purchases, which they can use to offset future travel expenses.
• Early access and exclusive deals: Target Circle members receive early access to unique sales and promotions, which improves their shopping experience and adds value.
• Community giving: Target Circle's commitment to community charity sets them apart. To help local NGOs improve their communities, members can vote on which ones Target should provide community funding.

Impact of Target circle on customer retention and loyalty

By offering individualized discounts, access to special offers, and chances to become involved in the community, Target Circle increases customer loyalty and retention. While personalized offers and community giving cultivate a deep bond between customers and the business, the straightforward reward structure encourages regular buying. This combination results from increased lifetime value, strong brand loyalty, and improved consumer satisfaction.

6. REI Co-op membership

The goal of the tiered loyalty program REI Co-op Membership is to give adventure seekers special advantages while promoting a strong feeling of community. The program creates enduring bonds with its participants while improving the outdoor experience.

• Lifetime membership: With a one-time cost for a lifetime membership, REI Co-op has a clear-cut and sustainable value proposition.
• Lifetime Membership: Members can enjoy a range of special privileges and prizes for a one-time payment of $30.
• Member dividend: Every year, members receive an annual dividend that can be applied to additional REI purchases. This dividend is usually 10% back on qualified purchases. A major motivator for members to shop at REI for the majority of their outdoor gear purchases is this dividend.
• Community and advocacy: Membership payments fund REI's advocacy, outdoor education, and environmental stewardship programs. Members can get involved in conservation and community projects, connecting their love of the outdoors with worthwhile causes.

Impact of REI Co-op membership on customer retention and loyalty

The REI Co-op Membership increases customer loyalty and retention by providing access to special outdoor experiences, substantial annual dividends, and exclusive savings. Members find great emotional resonance and sustained commitment in the program's emphasis on environmental stewardship and community involvement. This strategy raises lifetime value, fosters a devoted community of outdoor lovers, and improves customer happiness.

7. GameStop PowerUp

A tier-based reward program designed specifically for gamers, GameStop PowerUp Rewards provides several benefits and special access to improve the gaming experience. The program's goal is to thank consumers for their purchase and brand interaction.

• Membership tiers: GameStop PowerUp Rewards offers two main tiers. 
  • Basic Membership: You can sign up for free and get access to basic deals and perks.
  • Pro Membership: An upgraded tier with additional benefits and special advantages that can be obtained for an annual charge.
• Monthly reward certificates: A $5 monthly incentive voucher is given to Pro Members, instantly enhancing their membership value and enticing them to visit GameStop locations or online frequently.
•  Trade-in benefits: Members who trade in their used consoles, games, and accessories get extra trade-in credit. This perk incentivizes members to trade in their old gear at GameStop and offers additional value when upgrading to new gear.

Impact of GameStop PowerUp rewards on customer retention and loyalty

GameStop PowerUp prizes provide attractive prizes, special discounts, and early access to new products in order to improve customer retention and loyalty. The Pro tier offers ongoing rewards for regular participation with its monthly reward certificates and expedited point earning. GameStop builds stronger relationships with its members by hosting special events and providing pertinent content through Game Informer. This results in improved customer happiness, a larger customer base, and a higher lifetime value. 

8. Crate and Barrel

A tiered membership program, Crate and Barrel Rewards provides members with unique advantages, sophisticated home solutions, and customized rewards. The initiative seeks to build enduring relationships with clients and improve the shopping experience for house lovers.

• Membership tiers: Crate and Barrel Rewards provides a simple tier system.
• Base Tier: Free to sign up, giving access to deals and prizes that are necessary.
• Cardmember: Providing increased advantages and special benefits to owners of Crate and Barrel Credit Cards.
• Special financing options: Cardholders can make larger purchases with flexible payment plans because of exclusive financing solutions. Customers can purchase high-quality home furniture with less financial burden due to this perk.
• Design services: All members receive free design assistance from Crate & Barrel to help them furnish their homes with fashionable and useful furnishings. Priority access to these services is granted to cardmembers, improving their entire shopping experience.

Impact of Crate and Barrel Rewards on customer retention and loyalty

Crate and Barrel Rewards offers exclusive savings, personalized design services, and useful rewards to improve customer loyalty and retention. The program guarantees a first-rate shopping experience with its emphasis on sophisticated home solutions and customized perks. Crate and Barrel establishes a strong value proposition by providing birthday prizes, early access to specials, and special financing. These offerings boost customer satisfaction, increase lifetime value, and foster strong brand loyalty.

Transform customer loyalty with Loyalife's solutions

Loyalife redefines how businesses create and manage tiered loyalty programs, offering tools that prioritize customer satisfaction and sustained engagement. Its platform is built to adapt to diverse industries, ensuring that loyalty initiatives remain relevant and impactful. Through intuitive features, Loyalife empowers businesses to personalize their programs, offering value that strengthens connections and encourages repeat engagement.

What makes Loyalife stand out for tiered loyalty programs?

• Custom-fit for any business: Flexible tools that cater to unique industry needs, from retail to hospitality and beyond.
• Seamless program integration: Easily merge loyalty features with existing systems for a smooth and efficient operation.
• Exceptional reward variety: Cater to varied customer tastes with options ranging from everyday essentials to luxury experiences.
• Customer-centric approach: Focus on creating meaningful interactions that leave lasting impressions.

Ready to elevate your customer retention strategy? Design a tiered loyalty program that keeps your customers engaged, satisfied, and loyal. Start creating your unique program by connecting with the experts!

Conclusion

The above 8-tiered loyalty program examples showcase why it's crucial for attracting and retaining customers. These initiatives provide individualized advantages, exclusive savings, and distinctive experiences that raise consumer satisfaction and encourage brand loyalty. Businesses may boost customer engagement, lifetime value, and long-term success in an aggressive marketplace by putting in place well-structured loyalty programs.

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