This research proposal investigates the effectiveness of consumer loyalty and rewards schemes in driving customer loyalty. It examines the relationship between loyalty programs, customer satisfaction, and retention, focusing on the case study of Morrison's company. The study aims to identify the significance of loyalty programs, evaluate factors influencing customer loyalty, and understand the connection between reward systems and customer loyalty in Morrison's. The research methodology involves a combination of primary and secondary data collection, including questionnaires and literature review, to analyze the impact of loyalty programs on customer behavior and retention.