Fidelización.

Definition

Loyalty (fidelización) is the set of strategies aimed at making an existing customer repeat purchases and sustain the relationship with a brand over time, instead of focusing only on acquiring new ones. Loyalty programs structure that relationship with incentives — points, tiers, rewards, exclusive content or community — and often borrow gamification mechanics to make progress visible and motivating. It matters because retaining is cheaper than acquiring and directly raises customer lifetime value; a loyal customer also becomes the brand's most credible advocate.