We all know this situation: customers are asked for a loyalty card when paying at the supermarket checkout. When this is presented, the retailer rewards the purchase with loyalty points, which gives the shopper an advantage – usually financial. This is only one of many ways to offer customers personalised added value within the framework of a customer loyalty programme and thus effectively bind them to the retail company. One thing is certain: if this is successful, it not only increases customer satisfaction and long-term loyalty. Ideally, they even become brand ambassadors and pass on their positive experience to their acquaintances.