Loyalty that Sticks: What Top Brands Teach Us About Building Repeat Customers

Let’s talk about something powerful—customer loyalty.

It’s what turns casual users into die-hard fans. It’s how your favorite brands keep you coming back without spending millions on new customer acquisition every quarter. And in a noisy world full of discounts and DMs, loyalty is your silent superpower.

So who’s doing it right? And more importantly—how can you apply their tactics even if you're just starting out?

Here are five brands crushing the loyalty game, and how you can borrow their brilliance. Before that, few words from our sponsors — Artisan.

1. Starbucks – Make Every Sip Count

What they do:
Starbucks Rewards is one of the most successful loyalty programs in the world. Users collect "Stars" with every purchase, which can be redeemed for free drinks, food, and even merchandise. It's all seamlessly integrated into their mobile app, complete with custom offers and birthday treats.

Why it works:

• Gamified progress with tiers and milestones.

• Personalized offers based on habits.

• Seamless integration with payment and ordering.

Startup takeaway:
Even without an app, you can use tools like email or WhatsApp automation to offer reward points, milestone gifts, or exclusive deals to repeat customers. A little delight goes a long way.

2. Sephora – Loyalty Meets Luxury

What they do:
Sephora’s Beauty Insider program has three tiers based on annual spend. The higher your level, the more perks—exclusive events, product samples, early access, and even one-on-one beauty consultations.

Why it works:

• Emotional appeal of prestige and exclusivity.

• Smart segmentation based on spend.

• Lifestyle integration beyond just “rewards.”

Startup takeaway:
Create tiered loyalty programs with increasing benefits. People love unlocking levels—even in non-gaming contexts. It also encourages higher spending with clear reward thresholds.

3. Amazon Prime – Loyalty You Pay For

What they do:
Amazon flipped the loyalty model on its head. You pay to be a Prime member, but in return, you get fast shipping, exclusive deals, video/music content, and more.

Why it works:

• Huge value for a modest fee.

• Makes users more likely to shop with Amazon to “get their money’s worth.”

• Bundles multiple services into one.

Startup takeaway:
If you’re building a subscription-based product, create clear and layered benefits. If you're offering free membership, consider premium tiers. The key is value that feels undeniable.

4. Nike – Building a Tribe, Not Just a Customer Base

What they do:
Nike’s free membership gives access to early drops, personalized training plans, and member-only events. It’s about community, exclusivity, and brand affinity.

Why it works:

• Builds a deeper identity around fitness and personal improvement.

• Encourages app use and interaction beyond shopping.

• Makes members feel part of something bigger.

Startup takeaway:
Your brand should stand for something. Create loyalty by making customers feel like insiders, not just buyers. Offer content, community, or recognition as rewards.

5. Delta SkyMiles – Loyalty That Travels With You

What they do:
Delta rewards flyers with miles, upgrades, and lounge access. It's tied into a broader ecosystem of hotels, credit cards, and car rentals—making loyalty more holistic.

Why it works:

• Strong ecosystem integration.

• Aspirational tiers like “Platinum” and “Diamond Medallion.”

• Real benefits like first-class upgrades and priority boarding.

Startup takeaway:
You might not have lounges, but you can partner with other startups or creators to expand what your loyalty program offers. Think “co-loyalty” experiences.

Bringing It Home: Loyalty on a Startup Budget

You don’t need to be a multinational to build loyalty.

Here’s how to start today:

• Start simple: Reward repeat purchases or engagement.

• Automate it: Use tools like Mailchimp, Klaviyo, or loyalty plugins on Shopify or WordPress.

• Celebrate milestones: First order, 5th visit, birthdays—recognition builds habit.

• Offer exclusives: A sneak peek, early access, or a “members-only” product.

• Keep it personal: Even a thank-you note with a discount code creates magic.

To conclude,

Loyalty is more than discounts. It’s about recognition, exclusivity, and emotional connection.

Start where you are. Build with what you’ve got. And remember: a small, loyal community is worth far more than a big, flaky one.

Let’s build brands that people want to return to.

Startup News and Updates

• A 25-year-old police drone founder recently raised $75 million, led by Index. Link

• Nuro's $106 million investment supports its transition from delivery robots to licensing autonomy technology. Link

• Artisan, the'stop hiring humans' AI agent business, raises $25 million—and continues to hire humans. Link

Until next time,
The Startup Stoic Team
"Where brand-building meets better thinking."