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Shared loyalty programs bring together different brands or retailers to offer benefits to participants. By pooling implementation and management costs, these programs reduce expenses. However, with the emergence of online loyalty platforms, this pooling effect may be diminished by lowering access and management costs. By offering more attractive and frequent benefits and rewards linked to purchases, shared programs become particularly appealing to members. Furthermore, by combining the customer portfolios of different participating brands and potentially sharing data, these programs foster a collaborative approach. They can be initiated by a major retailer that gradually attracts other partners, or created and managed by a specialized service provider. For example, a shared loyalty program can be exemplified by a large retailer partnering with other advertisers, or by a relationship program bringing together complementary food brands.

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