Over the last few years, paid loyalty programs have become more popular. With so many brands competing for attention, some companies are now offering VIP perks and special benefits to stand out.
In this article, we’ll break down what paid loyalty programs are, how they work, their pros and cons, and whether they’re really worth the money.
What Are Paid Loyalty Programs?
Paid loyalty programs—often called “VIP” programs—are an upgraded version of the usual loyalty cards or point systems. Instead of just earning rewards over time, customers pay a fee (monthly or yearly) to access premium perks right away. These programs are designed for loyal customers who are happy to pay extra for special treatment, better rewards, and added convenience.
Why Customers Love Them
One big reason brands launch these programs is simple: they help build customer loyalty. When people pay to join, they’re more likely to keep shopping with that brand. After all, they’ve invested money and want to get the most out of their membership.
Paid loyalty programs also bring in money upfront, which businesses can then use to offer better rewards, free shipping, exclusive discounts, or other premium services.
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What’s the Catch?
Of course, not everyone wants to pay for a loyalty program—especially if they’re not sure the perks are worth it. If the benefits feel underwhelming, customers might feel ripped off. That could lead to not only lost members, but lost customers altogether.
There’s also a risk of upsetting shoppers who can’t afford or don’t want to pay for access. It might make them feel left out or unappreciated, which can hurt your brand’s reputation and lead to negative reviews.
💡 Bottom line: Customers will only pay for a program if the benefits feel truly valuable. Don’t offer a VIP experience unless you can really deliver on it.
Great Examples of Paid Loyalty Programs
M&S Sparks Plus
Marks & Spencer’s Sparks Plus is a premium tier that costs £120 per year. Members get perks like money-off vouchers, unlimited next-day delivery, a free hot drink each month, invites to special store events, and more. At just £10/month, it’s easy for loyal shoppers to see the value.
Emirates Skywards+
Emirates Airlines offers a paid loyalty program that gives members access to airport lounges, priority boarding, and extra baggage allowance. It’s a smart way for Emirates to reward frequent flyers and build loyalty with top-tier customers.
DoorDash DashPass
Food delivery app DoorDash offers DashPass, which gives customers free delivery, lower service fees, and exclusive discounts for a monthly or yearly fee. It’s a great way to save money if you order regularly.
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Costco Membership
Costco is a classic example. Instead of giving out points, customers pay a yearly fee to access bulk deals and discounts. It’s a smart option for big families or small businesses who shop often and want to save more.
ASOS Premier
ASOS Premier members pay £9.95 a year for free and faster delivery, plus early access to sales and discounts. It’s affordable and useful—but there’s room to grow if ASOS wants to add more VIP perks in the future.
Should Your Business Offer a Paid Loyalty Program?
Not every business needs a paid loyalty program. Think about your goals. Are you trying to boost customer loyalty? Stand out from competitors? Offer a sense of exclusivity?
If your brand sells luxury goods or caters to high-spending customers, a VIP-style program might make sense. It makes loyal customers feel special and gives them a reason to keep coming back.
But if you’re just looking to attract new customers or encourage casual shoppers to return, a traditional (free) loyalty program might work better.
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So, Are Paid Loyalty Programs Worth It?
It depends. If the perks are truly valuable and the price feels fair, these programs can absolutely boost customer loyalty and repeat purchases. But if it feels like just another way to make money off customers, it can backfire—fast.
Make sure the experience lives up to the promise. Otherwise, people won’t just skip your loyalty program—they might stop shopping with you entirely.
