A loyalty program is a marketing strategy designed to encourage and reward customers for their continued business with a particular brand or company. It aims to build customer loyalty and retain existing customers by offering various incentives and benefits based on their engagement and repeat purchases. Loyalty programs typically involve the accumulation of points, rewards, or discounts that customers can redeem for future purchases or other exclusive perks. The program serves as a means to strengthen the bond between the brand and its customers, fostering long-term relationships and increasing customer retention.