Predominantly run by retailers and the service industry, Loyalty and Rewards programs offer consumers incentives to shop at specific stores. Similarly banks and retailers issue credit cards with an attached loyalty and rewards program, designed to promote spend on that particular card product. In addition to the programs themselves, there exists an entire business line dedicated to the analysis of the market data that is retrieved during these transactions - information which informs the retailer as to how well their loyalty programs are performing.

Loyalty and Rewards programs are gaining traction across the globe, with the most significant markets being found in the UK, Australia and North America. As a result of their increasing popularity, there is a growing need for loyalty programs to outsource strategic and operational aspects of their programs, dependant on the size and complexity of their programs. Most frequently, clients in this sector seek talent in the areas of loyalty consulting, marketing and data analytics, loyalty software and back end operations.