My Bath & Body Works launched an app in 2017 but only recently decided to test out this whole loyalty thing. It found that loyalty customers had higher spend and retention rates than an average customer. I could have saved them the test and just told them that but hey, they got message on their own time. Members earn points with every purchase, get early access to events and new fragrance launches, a birthday gift, sneak peeks at product drops, and first access to limited product offerings. The chain's customers are pumped about the program. "Reward" has been the most used keyword in app reviews since its launch. Now that the company is getting absolutely loaded on app users, it can push more targeted (higher converting) offers to these users and generate more revenue from them.