Getting customers and building loyalty is about branding and relationship. "Loyalty Programs" are commonly reduced to 'point' based systems, however, they can be much more than that. Amazon is one of the best examples, namely their "prime" membership. This privilege builds a relationship that incentives behavior, and becomes nearly synonymous with the company's brand. Many people don't even realize that you can share a prime membership, which is an ingenious way for Amazon to bring more people into their program. Customers with Prime can simply add people to their existing prime subscription, essentially sharing the program and incentivizing easy referrals. This is a brilliant example to show how smart design of a program can intrinsically build referrals and loyalty.