--- title: Do Loyalty Programs Actually Create Loyalty? | daily.dev description: Loyalty programs don't create excess customer loyalty beyond what's expected from a brand's market share, according to Byron Sharp's 1997 research that remains... canonical: https://daily.dev/posts/do-loyalty-programs-actually-create-loyalty--cknas1eaq twitter:card: summary_large_image twitter:site: @dailydotdev og:type: website og:site_name: daily.dev og:title: Do Loyalty Programs Actually Create Loyalty? | daily.dev og:description: Loyalty programs don't create excess customer loyalty beyond what's expected from a brand's market share, according to Byron Sharp's 1997 research that remains... og:url: https://daily.dev/posts/do-loyalty-programs-actually-create-loyalty--cknas1eaq og:image: https://api.daily.dev/og/posts/cKnAS1eAQ.png og:image:alt: Do Loyalty Programs Actually Create Loyalty? og:image:width: 1200 og:image:height: 630 og:locale: en --- > ## Documentation Index > Fetch the complete documentation index at: https://daily.dev/llms.txt > Use this file to discover all available pages before exploring further. # Do Loyalty Programs Actually Create Loyalty? **[R-bloggers](https://daily.dev/sources/rbloggers)** · 5 min read · 0 upvotes · 0 comments ## Summary Loyalty programs don't create excess customer loyalty beyond what's expected from a brand's market share, according to Byron Sharp's 1997 research that remains empirically valid. The Double Jeopardy law shows smaller brands have fewer buyers who are less loyal, and loyalty programs can't break this pattern. Customers remain polygamous buyers regardless of loyalty status. Modern loyalty programs have shifted value from behavioral change to data collection, personalization, and maintaining mental availability. To gain more loyal customers, brands should focus on penetration and growth rather than retention through points-based programs. ## Full article daily.dev links to this article rather than hosting it. Read it at the original source: ## Similar posts on daily.dev - [Why Loyalty Programs Fail: The Hard Truth Most Businesses Miss](https://daily.dev/posts/why-loyalty-programs-fail-the-hard-truth-most-businesses-miss-wsfahwsst) · Netguru · 0 upvotes · 0 comments - [The New Rules of Customer Loyalty in 2026](https://daily.dev/posts/the-new-rules-of-customer-loyalty-in-2026-cg37yrc8h) · Netguru · 0 upvotes · 0 comments --- Tags: [#data-science](https://daily.dev/tags/data-science), [#r](https://daily.dev/tags/r), [#marketing](https://daily.dev/tags/marketing) [View this post on daily.dev](https://daily.dev/posts/do-loyalty-programs-actually-create-loyalty--cknas1eaq) ```json {"@context":"https://schema.org","@graph":[{"@type":"Organization","@id":"https://daily.dev/#organization","name":"daily.dev","url":"https://daily.dev","logo":{"@type":"ImageObject","url":"https://daily.dev/apple-touch-icon.png","width":180,"height":180},"sameAs":["https://twitter.com/dailydotdev","https://github.com/dailydotdev","https://www.linkedin.com/company/daily-dev-ltd"]},{"@type":"WebSite","@id":"https://daily.dev/#website","url":"https://daily.dev","name":"daily.dev","publisher":{"@id":"https://daily.dev/#organization"},"potentialAction":{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https://daily.dev/search?q={search_term_string}"},"query-input":"required name=search_term_string"}}]} {"@context":"https://schema.org","@type":"TechArticle","headline":"Do Loyalty Programs Actually Create Loyalty?","url":"https://daily.dev/posts/do-loyalty-programs-actually-create-loyalty--cknas1eaq","mainEntityOfPage":{"@type":"WebPage","@id":"https://daily.dev/posts/do-loyalty-programs-actually-create-loyalty--cknas1eaq"},"datePublished":"2026-01-31T09:13:36.030Z","dateModified":"2026-01-31T09:13:52.869Z","description":"Loyalty programs don't create excess customer loyalty beyond what's expected from a brand's market share, according to Byron Sharp's 1997 research that remains...","image":"https://media.daily.dev/image/upload/f_auto,q_auto/v1/posts/e464a8b9a77b72ff27fb5b45ddf5a3bf?_a=AQAEulh","thumbnailUrl":"https://media.daily.dev/image/upload/f_auto,q_auto/v1/posts/e464a8b9a77b72ff27fb5b45ddf5a3bf?_a=AQAEulh","isAccessibleForFree":true,"articleSection":"R-bloggers","inLanguage":"en","publisher":{"@type":"Organization","name":"daily.dev","url":"https://daily.dev","logo":{"@type":"ImageObject","url":"https://daily.dev/apple-touch-icon.png","width":180,"height":180}},"author":{"@type":"Organization","name":"R-bloggers","logo":"https://media.daily.dev/image/upload/t_logo,f_auto/v1/logos/98bcbbdf72774292a55ceda8f2277f1e","url":"https://daily.dev/sources/rbloggers"},"commentCount":0,"discussionUrl":"https://daily.dev/posts/do-loyalty-programs-actually-create-loyalty--cknas1eaq","interactionStatistic":[{"@type":"InteractionCounter","interactionType":{"@type":"LikeAction"},"userInteractionCount":0},{"@type":"InteractionCounter","interactionType":{"@type":"CommentAction"},"userInteractionCount":0}],"keywords":"data-science,r,marketing","timeRequired":"PT5M"} {"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https://daily.dev"},{"@type":"ListItem","position":2,"name":"R-bloggers","item":"https://daily.dev/sources/rbloggers"},{"@type":"ListItem","position":3,"name":"Do Loyalty Programs Actually Create Loyalty?"}]} ```