CBD and wellness brands face a unique challenge: building customer trust in a market where advertising restrictions can limit acquisition channels and consumer skepticism runs high. A strategic loyalty program does more than offer discounts. It can support the education, community, and consistent engagement that encourage repeat purchases and long-term customer relationships.
This guide covers 12 loyalty programs across three categories: software platforms to implement, CBD brand programs to study for inspiration, and retail benchmarks that demonstrate what wellness loyalty can look like.
Key Takeaways
- CBD brands need loyalty programs that build trust through education, product guidance, and community, not just transactional discounts.
- Rewards programs give CBD retailers a structured way to encourage repeat visits, collect first-party customer data, and personalize future offers.
- VIP tier structures can work particularly well for CBD brands because they recognize committed regimen buyers while still giving first-time customers an accessible entry point.
- Shopify Plus brands should prioritize integrations built around Shopify’s current checkout and customer account architecture.
- Strong programs combine points-based rewards with useful perks, educational content, exclusive access, and personalized wellness experiences.
1) Rivo: Shopify Loyalty and Retention Platform
Rivo is a retention platform built for Shopify and Shopify Plus brands, combining loyalty, referrals, memberships, and customer accounts.
Best For: Growing Shopify and Shopify Plus CBD and wellness brands that need configurable loyalty, referral, membership, and customer account tools
Price: The Scale plan starts at $49+ per month, the Plus plan is $499 per month, and Enterprise pricing is custom. Rivo lists month-to-month billing.
Key Features:
- Eight checkout extensions that can surface loyalty information and redemption options during checkout
- VIP tier automation based on spend, orders placed, or points earned
- 150+ features, including custom earning rules, points expiration, analytics, and fraud-protection tools
- More than 50 prebuilt integrations, including subscription, email, SMS, support, review, and mobile commerce platforms
- Developer Toolkit with REST API, JavaScript API, Shopify metafields, webhooks, and Shopify Flow
Rivo’s current pricing page also lists more than 20 analytics reports, custom earning actions, store credit options, landing page tools, automated loyalty emails, Shopify POS support, and more than 20 built-in fraud-protection tools.
What sets Rivo apart for Shopify brands is its focus on Shopify’s current platform architecture. It supports theme app extensions, checkout extensions, Shopify Flow, new customer accounts, and developer tools rather than depending on deprecated Shopify Scripts or checkout.liquid customizations.
For wellness brands with subscription models, Rivo provides integrations with platforms including Skio, Recharge, and Loop Subscriptions. These integrations can be used to connect subscription behavior with loyalty workflows and customer experiences.
OSEA Malibu’s published Rivo case study offers one example. OSEA created a dedicated subscriber tier through its Loop Subscriptions integration and reported a 77% repeat purchase rate among customers who redeemed rewards. The same case study reported a $167 average order value for loyalty redeemers and 5.5 times more orders from redeeming customers than from non-members.
Request a demo to explore how Rivo can support a Shopify loyalty and retention program.
2) Loyal-n-Save: CBD-Focused POS Integration
Loyal-n-Save is a retail loyalty platform that offers CBD-specific rewards tools and integration with the FTx retail ecosystem.
Best For: CBD retailers with physical locations and ecommerce operations
Price: Loyal-n-Save’s CBD page currently lists Core plans starting at $79 per month and Pro plans starting at $99 per month. Other enterprise and white-label options may have different pricing.
Key Features:
- FTx POS and FTx Commerce integration for in-store and online enrollment and redemption
- Points, visit-based rewards, free-product promotions, discounts, and VIP benefits
- Manufacturer-funded offers and partnership rewards
- Email, SMS, push notification, referral, and campaign tools
- Real-time analytics for tracking product and campaign performance
Loyal-n-Save describes its CBD tools as compliance-friendly and designed around the operational needs of CBD businesses. Merchants remain responsible for confirming that individual promotions, products, customer communications, and data practices comply with the laws that apply in their jurisdictions.
In a testimonial published on Loyal-n-Save’s CBD page, Tobacco Junction said loyalty customers were associated with 85% of its transactions after implementation. Because this is a vendor-published customer testimonial rather than an independently audited benchmark, brands should treat it as an individual result rather than an expected outcome.
The manufacturer partnership feature can be useful for retailers that want vendors to help fund offers for selected products sold through participating locations.
3) Smile.io: Accessible Entry Point
Smile.io offers a free plan with core points and referral features, giving early-stage brands a way to test a loyalty program before moving to a paid plan.
Best For: Early-stage brands testing points and referral concepts
Key Features:
- Points, VIP, and referral program capabilities
- Official support for Shopify and BigCommerce
- A free plan with core points and referral features
- Paid plans with additional branding, integration, analytics, and program-management capabilities
Smile has operated in the loyalty category for more than a decade. Its accessible entry options can suit brands launching their first program, while growing businesses should compare higher-tier limits, integrations, checkout capabilities, and customization requirements before selecting a long-term plan.
4) Yotpo Loyalty & Rewards: Configurable Tier Programs
Yotpo Loyalty & Rewards supports points, referrals, and configurable loyalty tiers. Yotpo also offers reviews, email, and SMS products, although product packaging and pricing should be confirmed directly with Yotpo.
Best For: Mid-market and enterprise brands that want configurable tier rules and may already use other Yotpo products
Key Features:
- Custom points, referral, and tier structures
- Tier qualification using spend, points, customer tags, or API rules
- VIP, paid, invite-only, hidden, and subscriber-oriented tier options
- Custom thresholds and tier-specific benefits
- Custom pricing available through Yotpo
Yotpo’s tier tools can support more complex customer segments, including subscribers, influencers, employees, or invitation-only groups. Brands evaluating the broader Yotpo product suite should verify current contracts, product bundles, data-sharing capabilities, and implementation requirements directly with the company.
5) LoyaltyLion: Shopify Loyalty Platform
LoyaltyLion is a Shopify-focused loyalty and engagement platform with points, rewards, VIP tiers, referral tools, and analytics.
Best For: Growing Shopify brands that want structured loyalty features and custom-priced plans
Key Features:
- Points-based rewards and VIP or conditional tiers
- Loyalty emails and on-site notifications
- Retention, referral, customer lifetime value, and customer activity analytics
- Shopify POS, subscription, email, SMS, review, and support integrations
- Checkout redemption and advanced customization on eligible plans
- Custom pricing for its current paid plans
LoyaltyLion offers a range of features across its Classic, Advanced, and Plus plans. Brands should compare the exact plan requirements for checkout redemption, API access, multilingual support, POS locations, onboarding, and advanced analytics.
CBD Brand Program Examples to Study
These CBD and wellness brands demonstrate different approaches to loyalty program design. Each offers lessons for brands building or refining a program.
OSEA Malibu: Sea Rewards Program
OSEA Malibu’s Sea Rewards program, powered by Rivo, demonstrates how a wellness brand can connect loyalty with education, subscriptions, and a branded customer account experience.
Program Structure:
- Ripple tier for customers spending $0 to $199, with a 1x points multiplier
- Current tier for customers spending $200 to $399, with a 2x points multiplier
- Wave tier for customers spending $400 or more, with a 3x points multiplier
- A dedicated tier for active Loop subscribers, regardless of spend
- Earning opportunities connected to purchases, referrals, education, and subscriptions
OSEA reported a 77% repeat purchase rate among customers who redeemed rewards. This does not mean that the loyalty program alone caused every repeat purchase, but it shows that customers who actively engaged with redemptions were a high-value cohort.
The program ties loyalty to education and subscription behavior rather than relying only on transactional discounts. That approach is relevant to CBD and wellness categories, where customers may need clear product information and consistent routines.
Zamnesia TRIBE: Gamified Leveling System
Zamnesia’s TRIBE program applies leveling mechanics to loyalty through Gift Points, XP, missions, ranks, and rank-specific rewards.
Program Structure:
- Members earn Gift Points and XP through purchases
- Additional missions can include referrals and other engagement activities
- XP allows members to advance through visible ranks
- Higher ranks unlock additional benefits and exclusive rewards
The program gives members two forms of progress: redeemable Gift Points and experience-based advancement. That structure can make participation feel more dynamic than a basic earn-and-redeem points program.
CBD and wellness brands considering gamification should keep rules transparent and make the value of both points and rank progression easy to understand.
The Artist Tree: Flexible Product Rewards
The Artist Tree’s Canvas Club gives members points that can be redeemed for eligible cannabis products, accessories, and The Artist Tree merchandise.
Program Structure:
- Members earn points through eligible purchases
- Points can be redeemed for products, accessories, and branded merchandise
- Members must remain active under the program’s current participation rules
- Points generally expire according to the published program terms
The lesson for CBD retailers is that rewards do not always have to be percentage discounts. Product rewards and branded merchandise can make a program more tangible while giving customers several ways to use their points.
Because cannabis and CBD reward rules can vary by jurisdiction, retailers should review local restrictions before adopting product-based incentives.
CVS ExtraCare Rewards
CVS ExtraCare demonstrates how a large health and wellness retailer connects personalized offers with purchase and pharmacy activity.
Program Structure:
- 2% back in ExtraBucks Rewards on eligible in-store and online purchases
- Up to $50 in ExtraBucks Rewards each calendar year through eligible pharmacy activities
- Personalized coupons, sale prices, and app-based offers
- Pharmacy rewards for eligible activities such as filling prescriptions and receiving vaccinations
The pharmacy component gives customers a reason to consolidate eligible health and wellness activity within the CVS ecosystem. CBD brands can adapt the broader principle by connecting complementary product categories, educational content, subscriptions, and replenishment reminders.
Walgreens myWalgreens
Walgreens differentiates myWalgreens by connecting purchase rewards with personalized savings and eligible health goals.
Program Structure:
- Unlimited 1% Walgreens Cash on eligible purchases
- Unlimited 5% Walgreens Cash on Walgreens-branded products
- Bonus rewards for achieving eligible health goals
- Personalized deals and digital reward redemption
The program illustrates how a wellness retailer can reward both transactions and broader engagement. CBD and wellness brands can apply this idea by recognizing educational activities, subscription milestones, routine-building actions, or other clearly defined behaviors that fit their products and legal obligations.
The Vitamin Shoppe: Healthy Awards
The Vitamin Shoppe’s Healthy Awards program combines purchase rewards with engagement-based point earning.
Program Structure:
- 125 points equals a $5 Cash Back Award
- Members earn points on eligible purchases
- Members can also earn points through activities such as completing a profile, reading content, or participating in polls
- Members receive access to selected offers, sales, and events
The program shows how a supplement retailer can reward both spending and educational engagement. This model is particularly relevant to CBD and wellness brands that want customers to learn about product use, ingredients, routines, or related wellness topics.
How to Choose the Right Loyalty Platform for Your CBD Brand
The right platform depends on your current technology stack, business model, sales channels, margins, and growth trajectory. CBD brands should prioritize platforms that balance customer education, retention mechanics, data collection, and applicable regulatory requirements without undermining brand positioning through excessive discounting.
For Shopify and Shopify Plus CBD brands, Rivo provides Shopify-focused loyalty, referral, membership, customer account, integration, and developer capabilities. Its published plans start at $49+ per month, with Plus at $499 per month and custom Enterprise pricing.
For CBD retailers using the FTx retail ecosystem, Loyal-n-Save offers POS, ecommerce, marketing, and manufacturer-funded reward capabilities specifically marketed to CBD businesses.
For brands testing loyalty concepts, platforms with a free plan or accessible entry pricing can support an initial launch before the business commits to more advanced integrations and customization.
A loyalty platform should be evaluated against measurable business requirements rather than broad ROI promises. Important considerations include checkout and POS compatibility, subscription integrations, reward flexibility, customer account support, fraud prevention, analytics, data portability, implementation resources, and total cost at the brand’s expected order volume.
CBD brands should also look for platforms that support educational earning activities, VIP progression, useful non-discount benefits, and integration with subscription or replenishment workflows. The goal is to create loyal customers who view the brand as a credible wellness partner, not simply a source of coupons.
Frequently Asked Questions
What is the most effective type of loyalty program for a CBD or wellness brand?
VIP tier structures can work well for CBD and wellness brands because they recognize committed customers while leaving an accessible entry point for first-time buyers. Rather than applying a universal spending threshold, set tiers using your own average order value, purchase frequency, margins, and customer-spend distribution. Higher tiers can include early product access, educational consultations, enhanced support, exclusive content, or other benefits that comply with the rules governing your products and market.
How can a loyalty program integrate with a Shopify store?
Look for a platform that supports Shopify’s current theme app extensions, checkout extensibility, customer accounts, Shopify Flow, and relevant POS or subscription tools. Rivo’s Shopify architecture includes eight checkout extensions, Shopify Flow capabilities, theme-based storefront tools, customer account features, and developer options. The exact checkout experience and available components can depend on the merchant’s Shopify plan and the loyalty platform plan selected.
What metrics should track the success of a rewards program?
Focus on repeat purchase rate, customer lifetime value, enrollment rate, active-member rate, redemption rate, reward cost, time between purchases, average order value, tier progression, and loyalty-attributed revenue. Compare members with a suitable non-member or pre-launch baseline, but account for selection bias because customers who join and redeem rewards may already be more engaged. Analytics dashboards should help teams monitor program activity and assess whether rewards are creating incremental behavior rather than subsidizing purchases that would have occurred anyway.
Can loyalty programs help improve retention for subscription-based wellness products?
Yes. Loyalty programs can complement subscriptions by rewarding recurring orders, subscription anniversaries, continued participation, and other milestones. Rivo integrates with Skio, Recharge, Loop Subscriptions, and other tools, although the capabilities vary by integration. OSEA Malibu used Rivo with Loop Subscriptions to create a subscriber tier and reported a 77% repeat purchase rate among loyalty redeemers. That is a brand-specific result rather than a guaranteed outcome, but it demonstrates how subscription and loyalty data can be connected in one customer experience.
Are there specific features that benefit premium wellness brands?
Premium wellness brands should consider useful, differentiated benefits such as exclusive access, consultations, educational experiences, priority service, limited products, or member-only content rather than relying entirely on discounts. Rivo Memberships supports paid membership experiences and configurable member benefits for eligible Shopify Plus implementations. Any selected benefits should protect margins, fit the brand’s positioning, and be reviewed for compliance with applicable CBD, cannabis, advertising, privacy, and consumer-protection rules.
