How are Cross-industry Loyalty Programs Being Used in Industries Beyond Retail?

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Over the past few years, there has been a growing trend among businesses to use customer loyalty programs as a more and more favored method to motivate and keep their customers. Originally, these programs were mainly linked with the retail and hospitality sectors, but they have now extended their reach to encompass healthcare, finance, and the travel industries.

Cross-sector loyalty initiatives offer advantages to both the consumer and the enterprise, fostering a mutually advantageous partnership.

What are cross-industry loyalty programs?

Cross-industry loyalty programs, which are B2B loyalty program platforms, operate across various sectors and aim to encourage customers to maintain their loyalty to a company, even if it operates in different industries. As an illustration, a healthcare provider might collaborate with a fitness company to provide discounts on gym memberships to customers who remain loyal to the healthcare provider.

Cross-sector loyalty programs are commonly administered via digital platforms or apps, simplifying the process for customers to monitor and utilize their rewards. Customers have the opportunity to accumulate rewards through diverse activities like making purchases, participating in surveys, or interacting with the company on social media. These rewards may encompass discounts, complimentary items, exclusive event or content access, and a variety of other benefits.

  • Healthcare
    An illustration of a healthcare loyalty initiative is the Walgreens customer loyalty program. This program enables customers to accrue points through purchases, prescription orders, and adopting healthy habits. These accumulated points can then be exchanged for discounts on upcoming purchases, facilitating medication
    affordability for patients.
    One example of a healthcare loyalty program is the Walgreens Balance Rewards program. It allows customers to earn points for purchases, prescriptions, and healthy behaviors. Points can be redeemed for discounts on future purchases, making it easier for patients to afford their medication.
  • Finance
    In the realm of finance, loyalty programs have experienced a surge in popularity, with credit card companies leading the way. These initiatives commonly provide customers with rewards points or cashback for credit card transactions, which can be later exchanged for travel, merchandise, or other enticing rewards.

    An instance of a thriving loyalty program in the financial sector is the Chase Ultimate Rewards program. This initiative permits customers to accumulate points when using their Chase credit card for purchases. These points can be exchanged for various rewards, including travel, gift cards, merchandise, and other options. Additionally, the program provides added advantages, such as access to exclusive events and airport lounges.

  • Travel
    For many years, the travel sector has been closely linked to B2B loyalty programs, as airlines and hotels have been providing frequent flyer and rewards programs for decades. Nonetheless, these loyalty initiatives have broadened their scope, encompassing not only traditional travel companies but also ride-sharing
    and car rental businesses.

    An illustration of a cross-sector travel loyalty program is the Delta SkyMiles program. Apart from accruing miles for air travel, customers can also accumulate miles for renting cars, staying in hotels, and making purchases through Delta’s partners. This flexibility enables customers to earn miles even when they’re not on a journey, facilitating the achievement of elite status and access to supplementary benefits.

Benefits of cross-industry loyalty programs

Cross-industry loyalty programs offer benefits to both the customer and the business

  • From the customer’s perspective, these programs motivate them to maintain their loyalty to a company, even if the company operates in diverse sectors. This can lead to heightened loyalty and the opportunity to enjoy extra rewards and advantages.
  • From a business standpoint, cross-sector loyalty programs offer a chance to broaden their customer pool and enhance their revenue. Collaborating with companies in various industries enables businesses to access new customers and motivate them to sustain their business relationships with the company.
  • By obtaining valuable data and gaining insights into customer behavior, businesses can gain a deeper understanding of their customer’s requirements and inclinations as they monitor customer interactions across various sectors. This data can be utilized to enhance products and services and to tailor marketing strategies to individual preferences.


Businesses are increasingly adopting cross-sector customer loyalty programs to motivate and retain their customers. Through collaborations with companies in diverse industries, B2B enterprises can extend their customer reach, boost their earnings, and acquire valuable insights into customer behavior.

The advantages of cross-industry loyalty programs are evident and beneficial for both customers and businesses. These programs encourage customers to maintain their business relationships with the same company, potentially leading to heightened loyalty and the acquisition of extra rewards and benefits.

As these initiatives gain increasing traction, it is essential for businesses to comprehend the advantages and possible challenges associated with them. While loyalty programs can serve as an effective method for motivating and retaining customers, they must be thoughtfully crafted and skillfully implemented to achieve success.

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