The possibilities of modern loyalty programs that use the concept of customer relationship management to one degree or another are considered. Having come a long way from periodic sales and discount cards to interactive mobile applications, loyalty programs have undergone significant changes aimed at retaining their customers and attracting new ones. Retention of the most valuable customers is a priority in loyalty programs among most companies, but only half of them use this indicator to measure success. Successful customer loyalty programs include sophisticated personalization methods and advanced segmentation, using new and diverse data sources. There is a close relationship between the effectiveness of the loyalty program and the use of analytic data to develop and measure management strategies.