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Many customers in Indonesia are still more loyal to discounts, not brands. Customers generally follow promotion after promotion in determining their choice of products or services. The behavior is creating problems for businesses in retaining their customers and results in costing them more in the long run. We feel that each business operates differently and there is no standard loyalty program that can fit all businesses, therefore a tailored loyalty program is imperative for brands to connect and engage with their customers especially when there are multiple businesses to run at the same time. An effective loyalty program can help brands implement an integrated customer-centric strategy and to operate the program as a profit-center instead of a cost-center.