Is a basic loyalty program enough to keep your customers coming back? These days, many businesses find it isn’t. That’s why more brands are turning to tiered loyalty programs to better engage their audience.
I’ve seen how adding loyalty program tiers can make a huge difference. It gives customers clear goals to aim for, keeps them excited, and makes them feel special. So, if you’re thinking about using a tier-based loyalty program, you’re in the right place.
In this article, I’ll show you:
- How tiered loyalty programs work
- Real-life examples of successful programs
- Tools to help you build one
Ready to take your loyalty strategy to the next level? Let’s dive in!
What is a Tiered Loyalty Program?
A tiered loyalty program is a rewards system where customers progress through different levels (or tiers) based on how much they spend or engage with your brand. Each tier typically offers increasingly valuable perks, giving customers a reason to stick with you and aim for higher levels.
How does a Tiered Loyalty Program work?
A tiered loyalty program works by offering rewards to customers based on their level of engagement, with benefits increasing as they climb the loyalty ladder. Starting with basic perks at the entry-level, customers can unlock more exclusive rewards like special products, events, or services as they advance to higher tiers.
This structure not only keeps customers satisfied but also taps into their desire for achievement, creating a positive feedback loop that encourages more interaction with the business.
Pros & Cons of Creating a Tiered Loyalty Program
Tiered loyalty programs can be a really effective way to boost customer engagement, but they also come with their own set of challenges. I think it’s important to weigh the advantages and disadvantages before deciding if this structure is right for your business. So, here are the key pros and cons of creating loyalty program tiers to help you make an informed decision.
Main Types of Tiered Loyalty Programs
Understanding the different types of loyalty program tiers can help you pick the one that works best for your business. Belo is the breakdown of the 10 most common types, their key features, and benefits so you can make the right choice.
- Point-based Tiered Loyalty Program: Customers earn points for purchases or actions, progressing through tiers based on their accumulated points.
- Spending-based Tiered Loyalty Program: Tiers are determined by the total amount a customer spends within a set period.
- VIP/Exclusive Access Tiered Loyalty Program: Higher tiers unlock exclusive perks such as early product launches, premium services, or private events.
- Membership Fee-based Tiered Loyalty Program: Customers pay a fee to access tiered benefits and exclusive rewards, often with premium-tier options.
- Progression-based Tiered Loyalty Program: Customers move up tiers based on consistent engagement, encouraging long-term loyalty.
- Milestone-based Tiered Loyalty Program: Tiers are reached by achieving specific goals or milestones, such as a set number of purchases or anniversaries.
- Subscription-based Tiered Loyalty Program: Tier rewards are tied to a recurring subscription, with increasing benefits over time.
- Hybrid Tiered Loyalty Program: Combines multiple criteria like points, spending, and engagement to determine tier progression.
- Status-based Tiered Loyalty Program: Tiers reflect the customer’s current standing with the brand, such as frequent traveler status in airlines.
- Activity-based Tiered Loyalty Program: Rewards tiers based on customer activities, such as referrals, reviews, or social media engagement.
💡 Discover the Most Popular Types of Loyalty Programs That Keep Customers Coming Back!
10 Examples of Popular Tiered Loyalty Programs
It’s helpful to look at real-world tiered loyalty program examples to see how these programs work in practice. Let’s talk about 3 examples of the best-tiered loyalty programs and why they’ve managed to capture so much attention.
1. Vinamilk (CPG, Dairy Retail)
Vinamilk is a global dairy leader, ranked among the top 36 dairy companies worldwide, exporting over 250 products to more than 50 countries. Their tiered loyalty program, Vinamilk Rewards, was launched in Q4 – 2023 to enhance customer engagement and retention across their extensive retail network.
How do they implement the Tiered Loyalty Program?
Vinamilk’s tiered loyalty program, implemented through Joy Loyalty Program, rewards customers for purchases and brand engagement with a multi-tiered system. Customers progress through levels based on spending, unlocking increasingly valuable benefits such as milestone rewards, automatic discounts, free shipping, and access to new products.
This structure encourages repeat purchases and deeper brand engagement, effectively driving customer loyalty.
Key results
- Over 300,000 customer adoptions in the first 30 days
- More than 30 million customer engagements taken by customers
- 2 billion points rewarded and redeemed since the launch
- Covered 1,165 stores across 63 provinces and cities, distributing over 373,000 gifts
2. Uber (Mobility & Delivery)
Uber is a leading ride-sharing platform with a global presence, and its app has been downloaded over 95 million times. Uber Rewards, their tiered loyalty program, has over 100 million members worldwide and offers four tiers: Blue, Gold, Platinum, and Diamond.
How do they implement the Tiered Loyalty Program?
Uber’s loyalty program, Uber Rewards, features four tiers (Blue, Gold, Platinum, and Diamond) where passengers earn points on eligible rides and Uber Eats orders. As users progress through tiers, they unlock personalized ride experiences and increasing perks, with points redeemable for ride discounts, upgrades, or charity donations.
This multi-faceted approach, combined with expanded services like Uber Transit and enhanced safety features, creates a comprehensive loyalty ecosystem that encourages frequent use across Uber’s platforms.
Key results
- For every 500 points earned, members receive $5 to spend on Uber
- Gold tier (500+ points) offers less waiting time on customer service calls and free cancellations
- Platinum tier (2,500+ points) provides locked prices for rides between two places and priority airport pickups
- Diamond tier (7,500+ points) grants access to dedicated phone support and occasional free upgrades to Uber Black
3. H&M (Fashion Retail)
H&M is a Swedish multinational clothing company with a strong global presence in fast fashion retail. Their tiered loyalty program, H&M Membership, operates on a points-based system with two tiers: Member and Plus.
How do they implement the Tiered Loyalty Program?
H&M’s tiered loyalty program offers a simple points system with three tiers: Member, Plus, and VIP, each providing increasing benefits from basic points earning to free shipping and exclusive event access.
The program is integrated into H&M’s digital ecosystem through a mobile app and offers sustainability-focused perks, such as points for recycling clothes. This approach not only encourages repeat purchases but also aligns with environmentally conscious consumers, creating a loyalty program that resonates with H&M’s target audience.
Key results
- Over 120 million members across 26 markets, a 71% increase year-over-year
- Members spend 12-18% more than non-members annually
- 1 point earned for every $1 spent, with 100 points equaling a $5 reward
- Plus members (300+ points annually) receive free shipping on orders over $40 and exclusive offers
4. Sephora’s Beauty Insider (Beauty Retail)
Sephora’s Beauty Insider program is one of the most iconic tiered loyalty programs in retail, offering increasingly exclusive rewards across three tiers: Insider, VIB, and Rouge.
How they implement the program:
- Tiers are based on annual spend ($0, $350, and $1,000+).
- Members unlock benefits like free samples, exclusive events, early access to sales, and birthday gifts.
- Rouge members receive the most perks, such as free makeovers and first access to products.
Key results:
- Over 25 million members globally.
- Loyalty members spend more than twice as much annually compared to non-members.
5. Starbucks (Food & Beverage)
Starbucks Rewards turns everyday purchases into habit-forming behaviors. Its mobile app-based loyalty program is deeply integrated with payment and ordering, making it one of the most seamless tiered systems.
How they implement the program:
- Members earn 1 star per $1 spent with cash or card, and 2 stars per $1 when paying with a Starbucks Card.
- Rewards are structured in tiers by how many stars you’ve earned, e.g., 25 stars for customizations, 150 stars for a drink, and 400 stars for merchandise.
- Tiered redemptions encourage members to save up stars for higher-value items.
- Mobile-only features like ordering ahead and bonus star challenges deepen the experience.
Key results:
- Over 75% of U.S. sales are driven by Rewards members.
- As of 2024, the program had over 75 million global users.
6. Hilton – Hilton Honors (Transportation)
Hilton Honors is a tiered loyalty program for frequent travelers that rewards members not just for staying often, but for spending more and engaging with the brand through co-branded credit cards.
How they implement the program:
- Four tiers: Member, Silver, Gold, and Diamond, based on nights stayed or base points earned annually.
- Benefits include late checkouts, free Wi-Fi, point bonuses, and room upgrades.
- Top-tier Diamond members receive elite support, executive lounge access, and milestone bonuses.
- Members can also fast-track their tier status through co-branded credit card usage.
Key results:
- Over 165 million members globally.
- Diamond members have the highest booking frequency, contributing significantly to lifetime value.
7. Best Buy
Best Buy’s loyalty program uses a spending-based tier structure to reward tech shoppers and build long-term customer relationships.
How they implement the program:
- Tiers: My Best Buy, Elite (spend $1,500/year), and Elite Plus (spend $3,500/year).
- Higher tiers get longer return windows (up to 45 days), free 2-day shipping, and early access to new releases.
- All tiers earn points on purchases, redeemable for coupons.
- Members can also access exclusive tech support and concierge services.
Key results:
- Elite Plus members have significantly higher AOV (average order value).
- Loyalty members account for a majority of online revenue.
- Reduces return churn and drives frequent upgrades in consumer electronics.
8. Ulta Beauty – Ultamate Rewards
Ulta’s Ultamate Rewards program is tailored for high-frequency beauty shoppers, offering both point accumulation and tiered status benefits.
How they implement the program:
- Three tiers: Member (free), Platinum ($500/year), and Diamond ($1,200/year).
- Points can be redeemed for any product (no category restrictions), and higher tiers earn points faster (up to 1.5x).
- Members receive exclusive coupons, birthday gifts, and early access to product launches.
- Frequent “5X points” events drive both urgency and high-value purchases.
Key results:
- More than 40 million loyalty members as of 2024.
- Over 90% of total sales come from loyalty members.
- Diamond tier customers have one of the highest average order values in the beauty industry.
9. e.l.f. Cosmetics – Beauty Squad
e.l.f. Beauty Squad is a highly engaging tiered loyalty program designed to reward both frequent shoppers and active community members. It goes beyond purchases by gamifying brand engagement through activities like writing reviews, browsing the site, and sharing on social media.
How they implement the program:
- Three tiers: FAN, PRO, and ICON, determined by annual spend.
- Members earn 10 points per $1 spent on e.l.f. products, including purchases made at other retailers (with receipt upload).
- Points can also be earned by completing a beauty profile, writing reviews, connecting on social media, and more.
- Higher-tier ICON members enjoy VIP perks like free shipping, early product trials, and 1-on-1 beauty consultations.
- Milestone rewards and surprise gifts enhance emotional engagement.
Key results:
- e.l.f. saw significant increases in customer engagement through non-purchase activities.
- The program helps convert casual buyers into loyal brand fans, especially Gen Z users.
- ICON-tier benefits create strong aspirational motivation, increasing repeat purchases and AOV.
10. American Airlines
Overview: The AAdvantage program is one of the most established and expansive airline loyalty programs globally, offering multiple ways for members to earn miles and Loyalty Points beyond flying.
How they implement the program:
- Members earn miles by flying on American, oneworld, and partner airlines, plus bonus miles from hotel bookings, dining, shopping, and credit card usage.
- Loyalty Points, separate from miles, determine tier status and access to exclusive rewards.
- Tier levels: Gold, Platinum, Platinum Pro, and Executive Platinum, each offering benefits such as priority boarding, upgrades, waived fees, and lounge access.
- Special promotions like Mileage Multiplier and donation-based miles (e.g., Stand Up To Cancer) expand earning options.
- Loyalty Point Rewards include Admirals Club® memberships, systemwide upgrades, and carbon offsets.
Key results:
- AAdvantage members drive long-term customer retention across a highly competitive travel industry.
- The dual system of miles and Loyalty Points increases engagement with both travel and lifestyle spending.
Higher-tier members have shown significantly higher annual spend and brand preference over competing airlines.
11. Marriott Bonvoy Loyalty Program (Hospitality & Hotels)
Marriott Bonvoy is the global loyalty program of Marriott International, one of the world’s largest hospitality groups with 30+ brands and more than 9,000 hotels worldwide. The program is widely recognized as a benchmark for tiered loyalty in the travel industry, blending elite benefits, experiential rewards, and a strong partner ecosystem to drive long-term customer engagement.
How do they implement the Tiered Loyalty Program?
- Marriott Bonvoy operates a six-tier elite structure: Member, Silver Elite, Gold Elite, Platinum Elite, Titanium Elite, and Ambassador Elite.
- Tier progression is based primarily on annual qualifying nights, with the top tier also requiring high annual spend.
- Members earn points on eligible hotel stays, with higher tiers receiving bonus point multipliers.
- Points can also be earned through dining, events, partners, and co-branded credit card spending.
- Elite tiers unlock premium benefits such as room upgrades, lounge access, late checkout, and priority support.
- Select tiers receive Annual Choice Benefits, allowing members to customize rewards.
- Marriott Bonvoy Moments offers experiential rewards through fixed-point redemptions and auctions.
Key results
- 200+ million members worldwide, one of the largest hotel loyalty programs globally
- Loyalty members show higher booking frequency than non-members.
- Elite-tier members contribute a disproportionate share of total revenue.
- Experiential rewards drive stronger engagement and emotional loyalty.
- The program strengthens long-term retention and lifetime value in a highly competitive travel market.
12. Booking.com Genius Loyalty Program (Online Travel Agency / OTA)
Booking.com Genius is the loyalty program of Booking.com, one of the world’s largest online travel agencies. Unlike traditional hotel loyalty programs, Genius is platform-based and focuses on instant discounts and perks rather than points or free nights. It is designed for travelers who frequently book across different accommodation types and brands.
How do they implement the Tiered Loyalty Program?
- Booking.com Genius uses a free, three-tier structure: Genius Level 1, Level 2, and Level 3.
- Level 1 is granted immediately upon signup, with no points or fees required.
- Tier progression is based on the number of completed bookings within two years.
- Eligible bookings span accommodations, flights, rental cars, taxis, and attractions.
- Benefits focus on instant discounts and perks, rather than points or free nights.
- Discounts range from 10% to 20% on Genius-labeled properties and services.
- Higher tiers unlock extra perks such as free breakfast, room upgrades, and priority support.
Key results
- Encourages repeat bookings across multiple travel categories on a single platform.
- Drives strong adoption among price-sensitive and non-brand-loyal travelers.
- Provides consistent discount-driven value without complex point systems.
- Helps Booking.com increase customer retention and booking frequency.
- Creates a scalable loyalty model that benefits both travelers and participating properties.
13. My Lancôme Rewards (Beauty & Cosmetics)
My Lancôme Rewards is the tiered loyalty program of Lancôme, a global luxury beauty brand known for skincare, cosmetics, and fragrances. The program is designed to reward both purchases and brand engagement, combining points, experiential perks, and exclusivity to drive long-term customer loyalty in a highly competitive beauty market.
How do they implement the Tiered Loyalty Program?
My Lancôme Rewards uses a free, three-tier structure that is simple, gamified, and aspirational.
- The program operates with three tiers: Rose Gold, Gold, and Platinum.
- Membership is free, with customers starting at the Rose Gold tier upon signup.
- Tier progression is based on points earned annually, primarily through spending and engagement activities.
- Members earn 10 points for every $1 spent, along with bonus points for non-purchase actions such as reviews, referrals, and sign-ups.
- Points can be earned through multiple touchpoints, including first purchases, virtual services, SMS opt-ins, and special promotions.
- Benefits go beyond points and include free shipping, birthday rewards, early access to launches, and member-only offers.
- Higher tiers unlock increased perks such as free shipping on all orders, bonus points, exclusive gifts, and priority access to limited-edition products.
- The tiered structure is highly gamified, motivating members to spend and engage more to unlock premium benefits.
Key results
- Increased customer retention by approximately 30% through tier-based engagement and exclusivity.
- Tiered incentives drove up to 50% higher spending, boosting average order value.
- Strong emotional and experiential benefits strengthened brand loyalty and advocacy.
- The simple yet aspirational structure made the program highly scalable and effective in the luxury.
14. Adidas adiClub Loyalty Program (Sportswear & Retail)
Adidas adiClub Loyalty Program is adidas’ global tiered loyalty program designed to reward customers not only for purchases, but also for brand engagement and active lifestyles. The program is free to join and deeply integrated across adidas’ digital ecosystem, including shopping and fitness apps.
How do they implement the Tiered Loyalty Program?
- Adidas adiClub operates a four-tier structure: Level 1 through Level 4.
- Membership is free, with all users starting at Level 1 upon signup.
- Tier progression is driven by adiClub Level Points earned over time.
- Members earn points through purchases and non-purchase activities, including reviews and workouts.
- Points are split into Level Points (status) and Points-to-Spend (rewards).
- Rewards include free shipping, early access, member-only products, and exclusive experiences.
- Higher tiers unlock priority access to limited releases, events, and partner benefits.
Key results
- Recognized as one of the top apparel loyalty programs globally.
- Strong engagement driven by non-purchase activities.
- Tiered structure creates clear motivation to level up.
- App-based ecosystem increases repeat interaction and retention.
- Experience-led rewards strengthen emotional brand loyalty, not just transactional behavior.
15. Costco Membership Tiers Program (Wholesale / Membership Retail)
Costco operates a paid, tiered membership loyalty model that rewards customers primarily through access-based benefits and cash-back incentives rather than points. The program is designed to drive high purchase volume, long-term retention, and predictable annual revenue through membership fees.
How do they implement the Tiered Loyalty Program?
- Costco uses a paid, two-tier membership structure: Gold Star (base) and Executive (premium).
- Members pay an annual fee for access to warehouses, online shopping, and member-only pricing.
- Executive members earn 2% cash back on most qualifying purchases, issued as an annual reward certificate.
- Cash-back rewards are capped annually, balancing high-spend incentives with cost control.
- Both tiers receive core benefits such as a free household card, gas station access, and pharmacy services.
- Executive members gain additional savings on Costco Services and travel, reinforcing upgrade value.
Key results
- Executive members show significantly higher annual spending than base members.
- Clear spending-based upgrade logic increases tier migration.
- Membership fees create stable recurring revenue.
- Cash-back model strengthens retention and renewal rates.
Costco maintains one of the highest loyalty levels in global retail.
8 Elements of a Successful Tiered Loyalty Program
Let’s explore the 8 essential elements that contribute to the effectiveness of a tiered loyalty program.
- Clear tier structure: A successful program should have well-defined tiers with easily understandable requirements. Some programs fail when customers can’t figure out how to move up the ranks.
- Attainable benefits: Each tier should offer meaningful rewards that are within reach. On several occasions, customers can quickly lose interest if the perks feel impossible to achieve.
- Transparent communication: Members should always know where they stand and what they need to do to advance. I’ve found that regular updates and progress trackers keep customers engaged and motivated.
- Exclusive experiences: Higher tiers should offer unique perks that go beyond discounts. VIP events or early access to new products really drive customer loyalty.
- Personalization: The program should use customer data to offer tailored rewards and experiences. From what I’ve observed, personalized offers significantly increase engagement and satisfaction.
- Regular program updates: Successful programs evolve to keep up with changing customer preferences. Brands that regularly refresh their rewards tend to maintain higher engagement levels.
- Easy point redemption: The process of using rewards should be simple and straightforward. Complicated redemption processes are a major turnoff for customers.
- Mobile integration: A user-friendly mobile app can greatly enhance the program’s accessibility and usage. Many loyalty programs thrive when customers can easily check their status and redeem rewards on their phones.
6 Steps on How to Create Your Own Tiered Loyalty Program
Tiered loyalty programs are a great way to motivate customers to spend more and build stronger relationships with your brand, but setting one up can feel a little complicated. Here is a step-by-step process on how to create a tiered loyalty program that actually works:
Bonus: Creating a Tiered Loyalty Program with Joy.so
If you are looking for a reputable tool or app to assist you in creating an ideal tiered loyalty program, then Joy Rewards & Loyalty Program is a must-viewed option. This Shopify app allows merchants to establish various forms of tier based loyalty programs for their online stores.
Here are the basic steps to use the Joy app for creating a tiered loyalty program:
- Navigate to the Membership section > choose the VIP Tier option by clicking the Set up button.
- Set up your tier levels (e.g., Bronze, Silver, Gold) and define the criteria for each tier. You can add a new tier, too, if you like.
- Configure the design of each tier, Including the Icon, Box name, Card background, etc. Click Save & next to continue.
Launch your tiered loyalty program and promote it to your customers.
Set up email notifications to inform customers about their tier status and available rewards.
First, you need to set up the general settings with the basic information like Tier calculating rule, Tier demotion, or Tier reset. Click Save & next to proceed.
In the Subscription section, you need to choose either the Professional or Advanced plan, as tiered programs are not available in the free Starter plan.
Install the Joy Rewards & Loyalty Program app from the Shopify App Store.
For more detailed guidance, you can refer to Joy’s official documentation: Ultimate guide to setting up your loyalty program with Joy
Tips for creating an effective Tiered Loyalty Program
After reviewing several tiered loyalty program examples, now is the time that I am going to provide you some tips to make your tiered program effective and keep your customers excited to stay loyal.
Conclusion
Through the post, we’ve explored the different types of loyalty program tiers, the key elements they need, real-world examples of tiered loyalty programs, and actionable tips to make them successful. To deliver your customers the best loyalty experience, you should make your tiered loyalty program simple, rewarding, and aligned with what your customers truly value.
