The present article reflects some aspects of managing and implementing loyalty programs in order to improve and increase the satisfaction of the clients. Recognizing the value in customer loyalty, retailers are now seeking to reclaim personal relationships with their customers. In this order we consider loyalty programs as structured marketing efforts that reward, and therefore encourage, loyal buying behaviour — behaviour which is potentially of benefit to the firm. Loyalty programs can be “self-directed”, where the benefit accrues to the consumer, or “other-directed”, where the benefit accrues to somebody/something else.