In today's competitive world, customers have become the center of attention for every business. The digital era brings new challenges and opportunities for businesses to attract new customers. Apart from the fact that it is extremely important to have a strategy that will attract new customers, it is also important to retain existing customers and make them loyal customers. Although loyalty programs have been around for many years, with the accelerated development of technology, there have been new opportunities to develop loyalty programs. The evolution of loyalty programs results from key aspects such as the implementation of personalized approaches, the integration of mobile applications and online platforms, the use of Big data analytics to improve loyalty programs, and the creation of innovative reward systems. The aim of this thesis was through the theoretical part investigate and analyze what loyalty programs are, why are they important, how have they developed over the years and the adaptation of loyalty programs to today's digital age. For the purposes of the thesis research, quantitative descriptive research was used. The research was conducted on a purposeful random sample. The sample size was 102 loyalty program users. The survey was conducted through a Google form that was shared through social networks and digital platforms. The aim of the research was to examine consumers' motives and preferences, their views on personalization, rewards and benefits, privacy and security, and general satisfaction with loyalty programs in the digital world. The results of the research showed that rewards and benefits are the most important factor influencing membership in digital loyalty programs and that loyalty program users are generally satisfied with their experience. Consumers are motivated by the discounts and rewards they get by joining loyalty programs, and the simplicity of the application and tracking of points and rewards is extremely important to them. Personalization is very important to users, but it does not directly affect their decision to join loyalty programs. The research results showed that consumers still don’t have enough trust in loyalty programs and that they approach them with a degree of caution.