Marketers raise loyalty programs to brand new levels

Companies are taking loyalty programs to the next level by providing members with special perks that go beyond mere product discounts.

Target's new loyalty program, Target Circle, lets members rack up personalized discounts, birthday rewards, and "votes" to help determine how the company allocates charitable giving. Members of Nordstrom's Nordy Club can reap perks like curbside pick-up and invitations to special beauty and style workshops. Nike's NikePlus program lets loyal customers chat with top athletes for training tips, while top earners in Marriott's Bonvoy loyalty program can earn "Bonvoy Moments" such as VIP concert tickets and epicurean journeys with top chefs.

These are just a few examples of how companies are taking loyalty programs to the next level by providing members...

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