Editing Loyalty program (section)

==Single-company vs. coalition programs==
Loyalty programs may be either:

* Single-brand programs, which may be for all stores owned by a company, such as [[Target Corporation|Target]], or branded stores which may be corporate-owned and franchised to independent business owners, such as [[McDonald's|McDonalds]]. 

*Single-corporation programs, such as the joint [[Gap Inc.]] program, work at the stores and digital channels of Gap, [[Banana Republic]], [[Old Navy]], and [[Athleta (company)|Athleta]], which are all owned by Gap Inc.
*Coalition loyalty programs, provide benefits to customers of multiple otherwise-unrelated businesses.<ref name=coalition>{{cite web |title=Coalition loyalty programs: how to create an engaging open-loop loyalty program? |url=https://www.openloyalty.io/insider/coalition-loyalty-programs#:~:text=A%20coalition%20loyalty%20program%20is,offer%20a%20shared%20loyalty%20initiative. |website=www.openloyalty.io |access-date=3 July 2024}}</ref> Examples include [[Rakuten Rewards]] which, in the U.S. offers cashback at more than 3,500 stores<ref>{{cite web |title=Earn Cash Back |url=https://www.rakuten.com/all-brands |website=Rakuten |access-date=3 July 2024 |language=en}}</ref> and [[Air Miles]] which awards points for purchases from multiple merchants in each market it serves (Canada, The Netherlands, Bahrain, Qatar, and the UAE).<ref name=amme>{{cite web |title=Air Miles Middle East |url=https://www.airmilesme.com |website=www.airmilesme.com |access-date=3 July 2024}}</ref>
**Shopping center programs may also be based on a single or chain of shopping centers, such as the [[Tanger Outlets]] loyalty programs that can be used at merchants located at its outlet malls.
**Downtown [[Olympia, Washington]], launched a coalition loyalty program in 2021 for merchants in its downtown shopping district.<ref>{{cite news |title=Do downtown shopping districts need their own loyalty programs? - RetailWire |url=https://retailwire.com/discussion/do-downtown-shopping-districts-need-their-own-loyalty-programs/ |access-date=3 July 2024 |date=19 August 2021}}</ref>

In 2020 [[McKinsey]] spoke of loyalty program "ecosystems".<ref>{{cite web |last1=Boudet |first1=Julien |title=Preparing for loyalty's next frontier: Ecosystems {{!}} McKinsey |url=https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/preparing-for-loyaltys-next-frontier-ecosystems |website=McKinsey |access-date=3 July 2024 |date=5 March 2020}}</ref>