Loyalty
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Lyft CEO: ‘Customer obsession is what drives our profitable growth’
The company retained a record number of riders in the quarter, and active riders grew 18% year over year.
By Kristen Doerer • Feb. 13, 2026 -
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McDonald’s positions loyalty app at the center of its tech ambitions
Active loyalty members are the “single most important digital metric” for McDonald’s, EVP and CFO Ian Borden said.
By Bryan Wassel • Feb. 13, 2026 -
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This Valentine’s Day, look at your brand’s red flags and green flags
What engenders love for a company, and what breaks a customer-brand relationship?
By Kristen Doerer • Feb. 13, 2026 -
Courtesy of RaceTrac
RaceTrac joins wave of loyalty updates
The retailer is revamping its existing tiered rewards setup through a partnership with AI-powered loyalty solutions company Capillary Technologies.
By Jessica Loder • Feb. 10, 2026 -
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Customers reward ‘relevance, not repetition’
Just over half of consumers say they have switched to a competitor because they’ve been bombarded with too many messages, according to an Optimove survey.
By Kristen Doerer • Feb. 10, 2026 -
Courtesy of Lowe's
Lowe’s adds kids workshops to its loyalty program
The home improvement retailer is building out its MyLowe’s Rewards program with “great member-only moments,” SVP of Digital Commerce Joe Cano said.
By Bryan Wassel • Feb. 5, 2026 -
Courtesy of Chipotle/Photograph by Media Wisdom Photography Ltd
Chipotle plans to relaunch its loyalty program in the spring, CEO says
The updated loyalty program will target in-restaurant customers and remove friction from the checkout experience, CEO Scott Boatwright said.
By Bryan Wassel • Feb. 4, 2026 -
Courtesy of Just Salad
Just Salad launches ‘instant gratification’ rewards system
While many restaurant chains are shifting to points-based programs, the salad brand is leaning into gamified mystery rewards on every order above $12.
By Aneurin Canham-Clyne • Feb. 3, 2026 -
Kevin Dietsch via Getty Images
Southwest expects loyalty program benefits from switch to assigned seating
The airline completed its shift from open to assigned seating Tuesday, which creates the opportunity to offer loyalty members extra benefits, such as choosing a seat or checking bags for free.
By Bryan Wassel • Jan. 29, 2026 -
Courtesy of Starbucks
Starbucks Rewards moves to a tiered structure
The chain is not changing the core points-for-dollar mechanism behind its Rewards system, but some consumers will earn points more quickly.
By Aneurin Canham-Clyne • Jan. 29, 2026 -
Courtesy of Weigel's
3 c-stores pushing the envelope in loyalty innovation
Gas N’ Wash, Weigel’s and 7-Eleven are taking the traditional tools of a loyalty program and creating something bigger.
By Jessica Loder • Jan. 28, 2026 -
Justin Sullivan via Getty Images
Panera pilots points-based rewards program
The fast-casual chain will test its latest iteration of MyPanera at 216 cafes across various markets, with a plan for a nationwide rollout later this year.
By Julie Littman • Jan. 23, 2026 -
Scott Olson via Getty Images
United reports record monthly NPS in November despite flight disruptions
The high NPS score despite industrywide turbulence following the government shutdown “is a testament to our customer focus,” President Brett Hart said during an earnings call.
By Bryan Wassel • Jan. 21, 2026 -
Bryan Wassel/CX Dive
Why 2 companies build loyalty as quickly as possible
Customers don’t just expect basic personalization, but tailored experiences from the moment they arrive, leaders from Fabletics and Sweetwater Sound said at NRF.
By Bryan Wassel • Jan. 15, 2026 -
Courtesy of 7-Eleven
Customers want flexible commitment, value from subscriptions
Nearly 2 in 5 consumers prefer pausing over canceling, “proof that control and choice keep subscribers loyal,” Recurly found.
By Kristen Doerer • Jan. 15, 2026 -
Justin Sullivan via Getty Images
Taco Bell aims for memorable, not frictionless, experiences
Fast, easy experiences are part of good CX, but they aren’t the most important ingredient, Taco Bell’s Dane Mathews said at NRF.
By Bryan Wassel • Jan. 14, 2026 -
Mario Tama via Getty Images
Delta posts loyalty gains as premium revenue soars
Total loyalty revenue grew 6% year over year, and premium revenue rose 7% year over year as the carrier recorded $5 billion in pre-tax profit.
By Kristen Doerer • Jan. 14, 2026 -
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American Airlines rolls out free Wi-Fi to loyalty members
“The race to reliable Wi-Fi has now turned into a race for free Wi-Fi for the major legacy carriers,” Going travel expert Katy Nastro said.
By Kristen Doerer • Jan. 8, 2026 -
David Becker via Getty Images
When consumers are financially stressed, they look for reliability
Only about half of consumers are financially secure, the Qualtrics XM Institute found. Those feeling insecure are more risk-averse and less tolerant of friction.
By Kristen Doerer • Jan. 8, 2026 -
Retrieved from Refuel.
Refuel refreshes loyalty program
The South Carolina-based retailer’s updated rewards platform includes increased fuel discounts and more personalized offers for customers.
By Jessica Loder • Jan. 8, 2026 -
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Kroger launches new discount program
People enrolled in SNAP, WIC, Medicaid or other similar programs can get a 20% discount on produce and half off the cost of the grocer’s Boost membership program.
By Peyton Bigora • Jan. 6, 2026 -
Justin Sullivan via Getty Images
Instacart to pay $60M in settlement of FTC lawsuit
The agency alleged that the company misled consumers over delivery promotion fees, made it hard to initiate refunds and did not fully disclose Instacart+ membership trial terms.
By Catherine Douglas Moran • Dec. 22, 2025 -
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American Airlines will no longer award loyalty points to basic economy flyers
The move comes as American’s main cabin revenue has faltered in recent quarters, while premium revenue has grown.
By Kristen Doerer • Dec. 19, 2025 -
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Why points-based loyalty programs will rule 2026
Rising prices are taking a heavy toll on customer loyalty, putting the flexible discounts of points-based programs in the spotlight, experts say.
By Bryan Wassel • Dec. 17, 2025 -
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Is surveillance pricing ripping off loyal customers?
If customers thought “that loyalty data were being consumed for that purpose, they would opt out of loyalty,” said Brierley loyalty consultant Don Smith.
By S.L. Fuller • Dec. 16, 2025
