Customer loyalty and new customers with a referral programme (2026)
Emma van Dijk
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TL;DR — In 30 seconds
Satisfied customers and members are your strongest sales channel. A referral programme makes those recommendations structural instead of accidental.
A reward chosen by the referrer themselves (multi-choice gift card) works better than a discount or a fixed gift.
It works for customer loyalty as well as member recruitment — AB Vakwerk uses it with success.
Keep it simple: one clear reward, a low barrier to sign up, and a fast, personal payout.
💡 Why Giffy is writing this
Giffy helps organisations reward and appreciate customers, partners and members without the hassle. We see what a good referral programme does for loyalty as well as growth — and share what works here.
Why referral is your strongest loyalty channel
People trust recommendations from someone they know more than any advertisement. A customer who recommends you doesn't just bring in a new customer — that customer usually stays longer and is more valuable too.
The beauty: a referral programme strengthens two things at once. The referrer feels valued (loyalty), and the new customer enters based on trust (growth). One gesture, two rewards.
What makes a referral programme work
One clear reward. No complicated tiers — make it immediately clear what someone will receive.
Low barrier. Signing up and referring should be possible in just a few clicks.
Fast payout. Reward shortly after the recommendation is successful; that way the gesture remains meaningful.
Personal. A personalised reward with your branding feels like appreciation — not a transaction.
Why a multi-choice gift card works better than a discount
A discount feels like a transaction and lowers your margin. A multi-choice gift card feels like a gift: the referrer chooses from hundreds of shops, a donation to charity, or a prepaid card themselves. That makes the appreciation personal and disconnected from your price.
With Giffy, you can give that card your own branding and the recipient redeems it on mobile, without an account — keeping the barrier low and the impact big.
In practice: AB Vakwerk
Employment agency AB Vakwerk uses a referral/reference programme to reward candidates and contacts who refer new people. Their approach shows that a simple, personal reward structurally yields more recommendations. Read the story: the successful referral programme of AB Vakwerk.
🔐 A referral programme without the hassle
With Giffy, you set up a referral or loyalty programme from a single dashboard: personal rewards, your own branding and instant payout. Request a demo and see how you can get customers to bring in new customers.
Setting up a referral programme (in 4 steps)
Choose one clear reward that fits your target audience (a multi-choice gift card has broad appeal).
Make signing up easy — the lower the barrier, the more recommendations.
Reward quickly and personally as soon as a recommendation is successful.
Keep it measurable — track which referrers and channels yield the most results.
Frequently asked questions
What is a referral programme?
A referral programme rewards existing customers, members or contacts who bring in new customers. It turns customer satisfaction into structural recommendations and thus strengthens both loyalty and growth.
How do you reward customers who refer new customers?
The most effective is a personal reward that the referrer can spend themselves, such as a multi-choice gift card. That feels like appreciation rather than a transaction, and suits every preference.
Does a referral programme also work for member recruitment?
Yes. Associations and organisations use the same principle to get members to refer others, with an attractive reward as a thank you.
Is a referral reward taxable?
For a reward to a customer or contact, different tax rules apply compared to the work-related costs scheme (WKR, which applies to employees). Align the tax processing with your accountant, so that your administration remains compliant.
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Emma van Dijk is Growth Marketing Manager at Giffy, the Dutch rewards platform that enables companies to reward employees, customers and partners with a choice of over 150 brands. She started as an SDR cold calling for end-of-year gifts, found her passion in marketing and now leads the AI Marketing team.
