What is Loyalty Marketing today? Over 75% of the consumers we know and love participate in one or more programs (Source: Jupiter). Our parents' loyalty programs were simple programs with simple rewards: you buy something, and there was a degree of personalization in the product buying experience. Today virtually everyone has a credit card they are building points on, an airline, hotel, rental car, book club, coffee shop, but most of the larger loyalty programs were driven from service-based businesses with perishable products or services. Today, it is confusing to define a loyalty program.