Shopify Ecosystem

How To Name Your Loyalty Program (And 5 Examples Of Names Done Right)

how-to-name-your-loyalty-program-(and-5-examples-of-names-done-right)

When you decide to start a loyalty program, you want to get everything right.  From the value of the rewards you offer to your program branding, you take the time to research everything you can, and why shouldn’t you? You want to get it right the first time, and looking at what others are doing will help you do that.

However, over the years we’ve noticed an interesting trend in how most brands do research.  No matter how prepared they try to be, many of them seem to ignore one of the most important rewards experience elements: their program’s name.

A loyalty program’s name is often undervalued but is crucial to establishing a relationship with those who join.

Ultimately, your program’s name is responsible for setting the tone for your shoppers and members. It can be the difference between a customer choosing to join your brand community or shop somewhere else. If you want your program to perform its best, that means a generic name like “My Points Program” just won’t cut. Instead, you want to make it sound exclusive, exciting, and on-brand so that your customers actually want to take part in it.

So how do you do that? To help get your creative juices flowing, we’re going to start with a few quick tips on naming your loyalty program and then tell you about 5 of our all-time favorite program names.

Let’s take your naming game to the next level!

How to properly name a loyalty program

When it comes to naming your rewards program, there are 2 big ideas you need to keep in mind.

1. Establish an emotion

Above everything else, you want your program’s name to evoke an emotion in your shoppers. There are two reasons for that. For starters, loyalty is an emotion your customers feel for your brand. The emotion your program’s name creates will influence your members’ perception of your program and help establish that long-lasting commitment to your store.

Secondly, emotions are one of the best ways to encourage customers to join your brand community. In a world where customers are looking to connect with brands on a deeper level, what you name your program can go a long way to making them feel like your community is exactly where they want to be.

Your program’s name should inspire an emotion that aligns with your brand and the products you sell.

The trick is to inspire an emotion that aligns with your brand and the products you sell.  No matter what type of products you sell, emotion is key to building a relationship with your shoppers.

How to Grow Your Small Business with Loyalty Marketing

Find out what loyalty marketing is, what it can help you achieve, and how to implement customer loyalty marketing in your small business.

smile favThe Smile.io BlogGabrielle Policella

photo 1460925895917 afdab827c52f?crop=entropy&cs=tinysrgb&fit=max&fm=jpg&ixid=MnwxMTc3M3wwfDF8c2VhcmNofDl8fGdvb2dsZSUyMGFuYWx5dGljc3xlbnwwfHx8fDE2NDUyMDY2Mjc&ixlib=rb 1.2

2. Incorporate your loyalty program currency

Customers will only want to join your rewards program if they believe it can deliver value. This is why an amazing rewards currency can be instrumental in delivering on that promise.

For example, a cosmetics company who offers customers ‘Beauty Bucks’ as part of their ‘Beauty Bucks Boutique’ program sounds a lot more appealing than a competitor that rewards shoppers with ‘Beauty Points’ for joining their ‘Rewards Program’. By putting value at the forefront of their program, the first brand is guaranteeing its members an exceptional experience that is satisfying and on-brand.

Your program name needs to clearly communicate the value of joining your program.

When you incorporate your currency into your program name, you build a clear connection between the value you’re promising and the value you’re going to deliver. This correlation will strengthen your program as a whole and help emphasize the value customers can expect to receive after joining your brand community.

The best loyalty program names

Now that you know how to effectively name your loyalty program, it’s time to show you what that looks like out in the wild. Every great rewards program is able to create the desire to join, engage, and share, and the following 5 examples do a great job of not only creating community but maintaining it, too.

D’addario’s Players Circle

How to name your loyalty program–A screenshot from D’Addario’s rewards program explainer page. The page is titled, “Players Circle” and there are images of various instruments and accessories in front of a white background. There are red icons like circles and hearts throughout the page. The text below the image reads, “Play More, Earn More. This isn’t some punch card. This is Players Circle, your passport into a world of rewards, opportunities, and free gear that’s always play-as-you-go.” There are two buttons below that say ‘Join for free’ and ‘Play’.
D’Addario’s Players Circle explainer page. 

For those of you who aren’t familiar with D’Addario, they’re a world-renowned instrument and music accessories brand. Most popular for their guitar strings, D’Addario chose to name their loyalty program after their ideal customer: players.

This name works on two levels. For one, it explains the type of people that will benefit the most from participating in the program (players of instruments). It then pushes this categorization even further by adding an element of exclusivity with the word “Circle”. By using a circle, D’Addario is implying that the rewards program is only open to like-minded instrumentalists who take their craft and the instruments they use seriously. Who wouldn’t want to be a part of that exclusive group of people?

As a name, Players Circle does an amazing job of both explaining who benefits from the loyalty program and creating the desire to join.

Blume’s Blumetopia

How to name your loyalty program–A screen recording from Blume’s rewards program explainer page. It shows an animated background of blue waves with ‘Blumetopia’ written in white block letters. It then scrolls down to show palm trees on a light beige background. The text says, “Ready to get rewarded? Let’s make it official. Join our loyalty program today and earn merch, free products and more on the way to Blumetopia.”. The rest of the page features images of women posing together and graphics explaining how to earn and redeem points.
Blume encourages customers to reach ‘Blumetopia’ through their loyalty program. 

Blumetopia is one of our all-time favorite reward experiences. From the second you land on their website, you’re treated to a completely branded experience encouraging you to reach Blumetopia.

From their beautiful explainer page, to their friendly and fun calls-to-action (CTAs) like “Are you a Blume Babe?” Blume delivers an on-brand customer loyalty experience. They’ve done a phenomenal job of tying together their program name and reward points name. Blume’s ‘Blume Bucks’ are easy to remember because of the inclusion of the brand’s own name, the association with cash, and the use of memorable alliteration.

How to name your loyalty program–A screenshot from Blume’s rewards program explainer page showing a chart with the different rewards available for each of their 3 VIP tiers: Friends, BFF, and Soulmates. The text at the top of the page reads, “Reaching Blumetopia. Reach Full Blume to receive exclusive perks, such as a birthday gift and access to special promotions! Becoming part of the Blume Club is easy and free. The more Blume Bucks you earn the more you Blume!” There is a magenta button with black text that says, “Take me to Blumetopia”. The chart below is highlighted in magenta and yellow boxes and features an 8-bit design style with multicolored stars in the boxes of the rewards applicable to each VIP tier. The rows listed are: Qualification: 0-10K for Friends, 10K-20K for BFF, and 20K+ for Soulmates, Blume Bucks per dollar spent: 100 for Friends, 150 for BFF, and 200 for Soulmates, Access to special promos (all tiers), Limited Edition Merch (BFF and Soulmates), Be one of our Close Friends on IG (BFF and Soulmates), Get an invite to our private FB Group (BFF and Soulmates), Insider access to new products (BFF and Soulmates), Birthday gift (Soulmates), and Free shipping always (Soulmates).
Blume offers three VIP tiers: Friends, BFF, and Soulmates. 

The use of the term “BBs” is also entirely appropriate, as the term is slang for baby, a flirty and fun term of endearment.  This value of creating an inviting brand community is further driven home by the VIP tier titles of: Friends, BFFs and Soulmates. It’s clear from the second you land on Blume’s website that they want their customers to feel like they are entering a utopian universe. This 360 degree rewards experience demonstrates the strength of their loyalty program name as well as the value of belonging to their brand community.

Left Field Brewery’s Fan Club

How to name your loyalty program–A screenshot from Left Field Brewery’s rewards program explainer page showing their rewards panel on the right side of the page. The text on the page reads, “JOIN THE CLUB. GET REWARDED! The Fan Club is our small way of saying thanks for your support. Earn points when you shop. Redeem points in-store and online for apparel, fan gear, glassware, shipping and more - it’s like a grand slam in the bottom of the ninth! HOW IT WORKS Earn 10 points for every $1 spent in-store and online Signing Bonus! Earn 1,000 when you join HBD MVP! Celebrate your birthday with 2,000 bonus points Redeem points in-store and online for apparel, fan gear, glassware, shipping and more! (1000 points=$5) Points cannot be redeemed for beer or other alcoholic beverages.”
Left Field Brewery invites customers to join their ‘Fan Club’.

Left Field Brewery’s Fan Club is another great example of making sure your loyalty program name aligns with your brand values. This sporty beer brand makes baseball references all over their website from their store name to their product names like Seven Inning Seltzer to Squeeze Play.

The Fan Club is no different as an obvious reference to sports fan clubs. Left Field Brewery hit a homerun with this name for 2 reasons. First, with a message that says, “The Fan Club is our small way of saying thanks for your support,” it shows that they are their customers biggest fans. Second, the use of the word ‘club’ is associated with a tight-knit group that people want to join–exactly what your loyalty program should be.

How to name your loyalty program–A screenshot from Left Field Brewery’s Instagram page of a video tutorial on how to redeem points for free shipping. The image shows the rewards panel launcher with text saying, “4. Click ‘Ways to Redeem’”. The caption for the video is, “SAVE ON SHIPPING when you redeem your Fan Club Points! Please note: you must choose the option that is equal to or less than your shipping amount. The easiest way to do this is to fill your cart, head through the checkout to get your shipping quote and then redeem your points for the amount that is equal or less than your shipping. If you don’t see a corresponding code for your shipping, please reach out to us at hello@leftfieldbrewery.ca so we can set one up for you! Shop now at fanshop.leftfieldbrewery.ca and redeem those points!”
Left Field Brewery explains their loyalty program through Instagram Reels.

Left Field Brewery knocks it out of the park again with their loyalty program social media marketing. By promoting their program on Instagram through helpful tutorials like this, they’re ensuring customers know exactly how to use their program and get the most value out of it. No curve balls around here for their Fan Club!

The 7 Most Creative Rewards Program Names

Making your rewards program memorable is key to encouraging long-term engagement and participation. Learn how these 7 brands uniquely set themselves apart.

smile favThe Smile.io BlogKirsten Burkard

Creative Rewards Program Names Feature

Sephora’s VIB Rouge

How to name your loyalty program–A screenshot from Sephora’s Beauty Insider rewards program explainer page showing their different VIP tiers and the rewards available to each. The page is titled, ‘Beauty Insider Benefits. All members earn 1 point per $1 spent.” There are 3 color-coded charts. The first green chart has 4 columns: Savings, Insider (free to join), VIB (spend $350/yr), and VIB Rouge (Spend $1000/yr). The rows under Savings are: Free Standard Shipping (all tiers), Beauty Insider Cash–Apply 500 points for $10 off your qualifying purchase (all tiers), Season Savings Events (10% off for Insiders, 15% off for VIB, and 20% off for FIB Rouge), Point Multiplier Events (2X points for Insiders, 3X Points for VIB, 4X Points for VIB Rouge), End-of-Year Discount (all tiers), Access to Auto-Replenish–Set up subscription delivery and get 5% off your faves (all tiers), and Rouge Reward–Exchange 2,500 points for $100 off your purchase (Rouge only). The next blue chart has 4 columns: Samples, Insider (free to join), VIB (spend $350/yr), and VIB Rouge (Spend $1000/yr). The rows under Samples are: Free Birthday Gift (5 options for Insiders, 6 options for VIB, 6 options for VIB Rouge), Access to Rewards Bazaar–Redeem points for samples (all tiers), and Exclusive Gifts (VIB and VIB Rouge). The final red chart has 4 columns: Experiences, Insider (free to join), VIB (spend $350/yr), and VIB Rouge (Spend $1000/yr). The rows under Experiences are: Access to Same-Day Unlimited Delivery–Subscription available for $59 per year (all tiers), Access App Exclusives (all tiers), Exclusive Events (all tiers), First Access to Products (VIB Rouge only).
Sephora’s Beauty Insider program lets customers earn Insider, VIB, or VIB Rouge status.

Whether you’re a makeup artist or not, you’ve probably heard about Sephora’s loyalty program. That’s because their VIB Rouge program is arguably the best loyalty program in the world, making it the perfect example to learn from.

The acronym VIB is what makes this name so outstanding. VIB stands for “Very Important Beauty,” playing on the concept of VIPs. This fits perfectly with Sephora’s three-tiered program structure which requires customers to spend over $1,000 per year to unlock the coveted VIB title. While this might seem like a steep “membership fee,” it also makes the program feel extremely elite which is hugely motivating for their target customer.

This, combined with the VIB pun, is why so many people brag about becoming members.  If you don’t believe me, just do a quick search on Instagram, Twitter, or Facebook for #VIBRouge and you’ll see what I mean. With over 80K posts using that hashtag on Instagram, it’s clear customers are proud to be a VIB Rouge. Obviously the success of this program isn’t based purely only on its name, but we definitely think it’s a significant factor.

Designer Bums’ Camp DB

How to name your loyalty program–A screen recording from Designer Bums’ rewards program explainer page. The page shows a cartoon map with drawings and images of popular camping icons like caravans, canoes, and tents. The rewards panel is then launched on the left side of the page showing how to earn points, redeem them, the referral program, and their VIP tiers.
Designer Bums’ Camp DB takes members on a virtual camping expedition.

When a loyalty program brings you on an exciting journey through a screen, you know it’s a good one. Australian reusable diaper brand, Designer Bums, takes its customers an exciting camping trip through their loyalty program, Camp DB.  

We love this loyalty program name for many reasons. For starters, it incorporates the brand’s initials so it’s easy for customers to remember. Second, it transports customers into an entirely new world–one filled with exciting challenges and the opportunity to make their way through a loyalty program map to collect badges and rewards along the way. Camp DB is definitely one of the most creative loyalty experiences we’ve seen and we’re loving every aspect of it.

How to name your loyalty program–A screen recording from Designer Bums’ rewards program explainer page showing their VIP tiers. At the top of the page there are icons representing each of their 7 tiers. There is a chart below with 8 columns: Camp Benefits, Happy Camper, Nature Walk, Tree Hugger, Pop Tart, Forest Friend, Spooky Stories, and Star Gazer. The rows show which rewards are available for each tier. They are: 500 Moon Miles (their points currency) = $5 (free to join for Happy Campers, 500MM for Nature Walk, 1000MM for Tree Huggers, 2000MM for Pop Tarts, 3000MM for Forest Friends, 5000MM for Spooky Stories, and 8000MM for Star Gazers), Points earned per dollar spent (2MM per $1 for Happy Campers, 2MM per $1 for Nature Walk, 3MM per $1 for Tree Huggers, 3MM per $1 for Pop Tarts, 4MM per $1 for Forest Friends, 4MM per $1 for Spooky Stories, and 5MM per $1 for Star Gazers), Vouchers and gifts (200MM to join for Happy Campers, Free Artist Print for Nature Walk, $10 voucher for Tree Huggers, $20 voucher for Pop Tarts, $30 voucher for Forest Friends, $50 voucher for Spooky Stories, and $60 voucher for Star Gazers), Birthday Bonus MM (all tiers), Referral Incentive (all tiers), Exclusive Promotions (Pop Tarts, Forest Friends, Spooky Stories with Double Point Release Nights, and Star Gazer with Triple Point Release Nights), and Access to the DB ‘Moon Box’ (Star Gazer only).
Designer Bums lets customers move from Happy Campers to Star Gazers through their VIP program.

Customers have the opportunity to level up through different VIP tiers at Camp DB. Just like a scout earning their badges at camp, customers can go from a ‘Happy Camper’ all the way to a ‘Star Gazer’, earning more exclusive perks along the trail. Their VIP tier names are also perfectly in-line with the program name. We don’t know about you, but we definitely want s’more of what Designer Bums is bringing to the (picnic)table.  

How To Name Your VIP Membership Levels (with Examples)

Create VIP membership levels with these three proven methods to increase rewards program participation and engagement.

smile favThe Smile.io BlogZach Guitor

naming vip membership levels dogs 1

The key to a great loyalty program name

All in all, we think it’s clear that an amazing loyalty program name is one that’s related to both what you do and the brand community you are trying to build. When you establish the right emotion and relate your program to your brand, the rest will follow (specifically more loyal, engaged customers).

Bonus: Brand your Smile loyalty program like a pro

Editor’s Note: This post was originally published in March 2016 and was updated for accuracy and comprehensiveness on January 23, 2023.

Ready to name your own loyalty program?

Build a loyalty program in minutes

This originally appeared on Smile.io and is made available here to cast a wider net of discovery.
I'm also on

Subscribe to Podcast

Top 1% most popular show out of 2,729,419 podcasts globally!

eCommerce Fastlane | Shopify Podcast For DTC Brands | Growth Marketing Strategy For Entrepreneurs | Listen Notes