Best new loyalty programme

What the best new loyalty programme award covers

Loyalty programmes launched or relaunched in the 18 months before you enter, in any sector and of any size.

Who should enter

Brands that have launched their first programme, and those that have rebuilt an old one. It’s a chance to show what you set out to do and how members have taken to it.

What makes a strong entry

• A clear reason for launching or relaunching.
• What changed for members, if it’s a relaunch.
• Early take-up: how quickly members have joined and used it.
• What members have said about it.

Still shaping your programme? Our guide to types of loyalty programmes compares the main models.

Questions about this category

Does a relaunch count?

Yes, if the programme was relaunched in the last 18 months. Explain what changed in your nomination.

Can a new programme also enter its sector category?

Yes. You can send up to three entries a year, in different categories.

How is the winner chosen?

The People’s Choice goes to the entry with the most confirmed votes in the category, and our editors choose one Editor’s Pick as well. The entries with the most votes on shortlist day make the shortlist. New programmes often have the most enthusiastic members, so ask them to vote.