How are B2B Loyalty Programs Different than B2C Loyalty Programs?

jkurtzman Customer Engagement, Customer Incentive Program, Customer Loyalty

B2B Loyalty Programs are different for the following reasons

  1. B2B Loyalty programs require more personalization
    • B2B loyalty tends to be on a smaller scale than B2C loyalty programs. B2C programs tend to have a larger customer base
  2. B2B Loyalty programs require additional communication with their customer.
    • Businesses are expecting a quick and seamless way to communication with their loyalty platform provider.
  3. VIP rewards for your most upstanding clients is important.
    • Partner with a loyalty program provider that offers you the ability to give more personalized rewards.
    • Utilize the data collected to better understand the end-user, leading to segmenting and differentiating the experience to make it feel personal and individualized.
  4. B2B loyalty programs need layers.
    • Integrate promotions, sweepstakes, and events directly into your loyalty program.


To ensure the loyalty program runs smoothly, use the B2B Loyalty Requirement Checklist:

Administrative Control

  •    Oversight
  •    Compliance
  •    Business benefits & services
  •    Certification & training
  •    Regulatory control


  •    Institutional vs. individual
  •    Business-only rewards, sales rep rewards or a combination
  •    Segmented earning, rewards and benefits by member type