AdRoll Blog

Actionable tips, community conversations, and marketing inspiration.

Designing an Irresistible Loyalty Program: A Checklist

Lindsay Martinez

Sr. Partner Marketing Manager @ AdRoll

Do you want to increase your average order value, boost return on investment (ROI), and encourage shoppers to purchase newly released products? Enter a loyalty program, a fantastic tactic that’ll help nurture your existing customers so they’ll return for more. 

Let’s cut to the good part: Here’s a checklist that’ll guarantee the loyalty program you design for your Shopify store is as irresistible as it can be. 

Pro tip: If you’re new to the world of loyalty programs — or at least the business side of it — take a minute to check out this introductory post.

Loyalty Program Checklist

Branding and messaging

✅ You have a memorable name that isn’t just “loyalty program.” 

✅ Your messaging is centered around gratitude and appreciation.

✅ The relationship between spending, points, and rewards is clearly stated and easy to understand. 


✅ Customers receive rewards for every action they take (purchases, social media shares, friend referrals, etc.).

✅ Rewards are generous

  • Free merchandise or gifts

  • Discounts and deals

  • Early access to events (sales, launches, etc.)

  • Free shipping

✅ Shoppers who make frequent or large purchases are rewarded.

✅ Customers receive non-points-related perks (e.g., a free birthday gift) that deliver surprise and delight.)

Program infrastructure

✅ The process for shoppers to sign up is straightforward and quick. 

✅ The time between eligible actions (e.g., purchase) and gratification isn’t too long. 

  • If offering a tiered program, the first tier is simple to reach for everyone.

✅ The loyalty program is accessible across multiple touchpoints (web, mobile, app, etc.)

  • Customers can quickly see and track their rewards.

  • Customers can easily redeem their rewards whenever they want. 

✅ Customers are encouraged to join the loyalty program during and after purchasing via emails, ads, and other marketing channels. 

  • Customers can join the loyalty program after completing a purchase and receive their previously earned points accordingly.

✅ Redemption terms are customer friendly (e.g., the redemption periods and time before points expire are reasonable in length).

✅ Any exceptions to the loyalty program (e.g., no points for gift card purchases) are clearly stated and not hidden in legal pages.

Explore Next

Get the online marketing news and tips you need to grow your brand, in the AdRoll newsletter.