Not a points scheme. Programme infrastructure.
Every other product in these five is priced per user. This one is priced per organisation, and the entry rung is $20,000 a month. That single fact tells you more about what Loyalty Management is for than any feature list: it is built for programmes that are a material part of how a business makes money, with somebody senior accountable for them.
We lead with cost because almost nobody else does, and because an afternoon spent here saves some organisations a three-month evaluation of a product they were never going to buy.
Per organisation, per month. Not per user.
Salesforce publishes these, billed annually. They are unusual enough in this product set that they deserve to be the second thing you read rather than something you discover in week six.
| Edition | Price | What it allows |
|---|---|---|
| Starter | $20,000per org / month, billed annually | A single programme, 100,000 brand advocates, 1 million loyalty events a year, 50,000 API calls a day, static benefits, quick promotions. No partner management. |
| Growth | $35,000per org / month, billed annually | 15 million loyalty events a year, 100,000 API calls a day, full benefits management, dynamic promotions, simple partner management, member and reward administration. |
| Advanced | $45,000per org / month, billed annually | 50 million loyalty events a year, 500,000 API calls a day, multiple programmes, advanced partner management, five CRM Analytics base app licences. |
Model the events ceiling before the member count
Everyone sizes this on members. The limit that actually binds is loyalty events, because events are produced by behaviour rather than by headcount. A purchase is an event. So is a tier change, a points accrual, an expiry, a redemption, a referral, a review.
A 200,000-member programme with engaged members can generate more events than a million-member programme that nobody uses. Count the behaviours you intend to reward, multiply by the members you expect to reward them for, and then check which rung you are on. Tableau CRM for Loyalty Management is a further $165 per user per month on top.
Six pieces, and the order to design them in.
Loyalty programmes fail on design far more often than on software. These are the six decisions, in the order that stops you rebuilding.
The behaviour you are actually buying
Not “loyalty”. A specific behaviour: a second visit within 30 days, a shift from one category to two, a renewal before expiry. If you cannot name it, the programme will reward people who were going to buy anyway, which is a discount with extra steps.
The currency
Points, a percentage, a voucher, or cash back credited to a member wallet or applied at checkout. Salesforce lets currencies be denominated several ways and shared across partners. The arithmetic here is a finance decision, because it creates a liability on your balance sheet.
Accrual and redemption rules
What earns, at what rate, and what it is worth coming back. Both are configurable, and both should be modelled against margin before anybody sees a mock-up.
Tiers, and the thresholds between them
Tiered status works because of the fear of dropping, not the joy of climbing. Set thresholds where a realistic member can see the next one — and decide now what happens when someone falls.
Benefits worth having
Static on the Starter edition, full on Growth and above. The best benefits usually cost little and signal much: early access, a dedicated line, free returns. Discount-only programmes train people to wait for discounts.
The exit
Expiry rules, programme changes and how you would wind it down. Nobody designs this and everybody eventually needs it, usually at the worst moment and in front of a regulator or a journalist.
Five patterns, and what each one is good at.
Salesforce supports all of these out of the box, with point-and-click configuration and industry templates. Choosing between them is a commercial decision, not a technical one.
Points
Earn and burn. Flexible, universally understood, and the easiest to devalue by accident.
Tiered status
Recognition rather than currency. The strongest retention mechanic there is, and the cheapest to run.
Spend-based cash back
A dollar value to a wallet or applied at checkout. Transparent, and the closest to a straight discount.
Visit or punch card
Count-based and immediate. Works where the purchase is small, frequent and habitual.
The fifth is a hybrid, which is what most real programmes become: points for frequency, tiers for the top decile, and a cash-back mechanic for the categories where points do not motivate. Salesforce supports combining them, along with gamification features — it ships a spin-the-wheel reward game — clubs and communities.
Rewarding things that are not purchases.
This is where the interesting programme design lives, and where most organisations never go. The platform will reward referrals, reviews, social engagement and app activity as readily as it rewards spend.
That matters because it lets you pay for behaviour you previously could not buy. A review from a real customer is worth more than the same budget spent on advertising. A referral arrives pre-trusted. An app install changes the economics of every future contact with that person.
Referral Marketing is a product in its own right here: guided setup for B2C and B2B referral campaigns, integration with Marketing Cloud Next, Commerce, Sales and Service, targeting to find high-value advocates, automatic rewards for both sides, and dashboards tracking who actually drives new business.
A points programme pays people for what they already did. A well-designed programme pays them for what you could not otherwise have bought.
The distinction worth holding on to during designReal-Time Offer Management
Create, run and optimise promotions across their whole lifecycle, with guided setup and Agentforce helping get offers out. Offers adapt to channel, engagement, browsing and purchase history, with AI optimising towards a goal you set.
Referral Marketing
B2C and B2B referral campaigns with guided setup, advocate targeting from member data, automatic rewards and dashboards showing member-to-member growth.
Agentforce, in programme work
Streamlines programme creation, surfaces next-best-offer recommendations and tailors content per channel — finding the right offer for each member rather than sending one offer to everybody.
The use case nobody expects, and often the best one.
Say “loyalty” and everyone pictures a consumer points card. The platform also runs partner programmes: onboarding partners, launching joint promotions, managing shared currencies, and handling channel rewards and volume rebates.
For distributors, manufacturers and anyone selling through a channel, that last pair is the interesting one. Volume rebates are almost universally run in spreadsheets, calculated quarterly in arrears, argued about by both sides, and settled late. Nobody can see where they stand mid-quarter, which is precisely when the incentive would have changed behaviour.
Putting rebates on a real platform makes the position visible to the partner in the moment. That is a genuine commercial change, not a software upgrade — and it is a far easier business case than a consumer programme, because the money is already being spent.
Should you buy this at all?
At $20,000 a month and up, this question deserves a straight answer rather than a feature comparison. Here is the line we use.
The programme is part of the business model
- Retained revenue from members is material and measured.
- Somebody senior owns the programme and is judged on it.
- You run, or want to run, more than one programme or brand.
- Partners or channel rebates are in scope, not just consumers.
- Loyalty events run to millions a year and will keep growing.
- You need the programme to drive journeys in real time, not overnight.
You need a mechanic, not a platform
- A points ledger, tier rules and a redemption flow would cover it.
- Your commerce platform already has a workable loyalty module.
- Membership is in the thousands rather than the hundreds of thousands.
- Nobody has yet proved the programme changes behaviour.
- The honest goal this year is to test, not to scale.
Our actual advice
If you are in the right-hand column, build the minimum on the core platform or in your commerce system, run it for a year, and measure whether the programme moves the behaviour you named. If it does, the business case for this product writes itself and the price stops being the issue. If it does not, you have saved a quarter of a million dollars finding out.
We will help with either, and we will tell you which one we think you are. Ask us.
Where this leads next.
The five are read in any order, but these two are the ones this page leans on most.
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What programme owners ask us.
How much does it cost?
This is the question that reframes the product, so we put it first. Salesforce prices Loyalty Management per org per month, not per user: Starter at $20,000, Growth at $35,000 and Advanced at $45,000, billed annually. Tableau CRM for Loyalty Management is a further $165 per user per month.
At those numbers this is not a loyalty scheme for a few thousand members. It is enterprise programme infrastructure, and the business case has to be built on retained revenue rather than on convenience.
What do the editions actually change?
Volume and sophistication. Loyalty events per year run 1 million on Starter, 15 million on Growth and 50 million on Advanced, with API calls at 50,000, 100,000 and 500,000 a day. Benefits management is static on Starter and full on Growth and above. Partner management is absent on Starter, simple on Growth and advanced on Advanced. Starter is a single programme with 100,000 brand advocates; Advanced supports multiple programmes.
The event ceiling is the one to model first, because loyalty events are generated by behaviour, not by members, and they accumulate faster than anyone expects.
What shapes of programme does it support?
Points-based, tiered status, spend-based cash back, visit or punch cards, and hybrids of those. Reward currencies can be denominated in dollars, percentages or vouchers, and cash back can credit a member wallet or apply at checkout.
It will also reward things that are not purchases — referrals, reviews, social engagement, app activity — which is usually where the interesting programme design is, because it moves behaviour you could not previously pay for.
Does it work for B2B and channel partners?
Yes, and this is underrated. You can onboard partners, run joint promotions, manage shared currencies, and handle channel rewards and volume rebates.
For distributors and manufacturers, a rebate programme currently run in spreadsheets and settled quarterly in arrears is often a better first use of this product than a consumer points scheme.
What connects it to the rest of Salesforce?
Loyalty events — a tier upgrade, a points milestone, an expiring reward, an enrolment — can trigger journeys in Marketing Cloud Journey Builder in real time, or flows in Marketing Cloud Next. Data 360 can unify loyalty data with behavioural and transactional signals, and Salesforce says the platform can predict disengagement risk and trigger a journey automatically.
In practice the expiring-points reminder and the tier-drop warning are the two highest-returning automations, and both are available on day one.
What if the price is beyond us?
Then say so early and we will design something else. A points ledger, tier rules and a redemption flow can be built on the core platform, or run from your commerce system, for a fraction of this — with the trade-off that you are maintaining it.
The line we use: buy Loyalty Management when the programme is a material part of how the business makes money and somebody senior owns it. Below that, build the minimum and revisit when the numbers justify it.
Checked against Salesforce's own pages in November 2026. Prices and edition limits change; confirm current figures with Salesforce before building a business case on them.
Name the behaviour you want to buy.
Not loyalty — a specific behaviour, with a number against it. A second visit within thirty days. A renewal before expiry. A partner hitting a category they currently ignore. Give us that, and we will tell you whether this product is the right way to buy it, or whether something far cheaper would do.
- The behaviour, named and measurable
- Loyalty events modelled against the edition ceiling
- Currency arithmetic checked against margin
- Partner and rebate use cases considered, not just consumer
- An honest answer on whether to buy or build
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We call our approach to Salesforce Loyalty Management the Nevmont Lens: advice that stays on your side of the table.