Since the beginning of the year, companies across sectors have supplemented or revamped their rewards schemes, each with a different strategy to win over customers and keep them coming back.

The year started with Starbucks announcing it was changing its loyalty program to a tiered structure to boost engagement and avoid, as CEO Brian Niccol said, acting as “a coupon book.”

Chipotle relaunched its loyalty program last month, aiming to offer more rewards, more often. It has already seen a 25% increase in daily enrollments.

Meanwhile, United Airlines took a “carrot, stick” approach to its loyalty program, rewarding United credit cardholders over non credit cardholders and urging more of its members to sign up for a card. 

Here are eight stories on how different brands have changed their loyalty programs — and to what end.