This research project examines the effectiveness of customer loyalty programs and reward schemes within Victoria's Secret. The study begins with an overview of the company and its market position, followed by an investigation into the concept of consumer loyalty and reward schemes, drawing upon existing literature. The research then outlines the project's objectives, research questions, and the methodology employed, including the rationale for selecting this topic and the factors influencing the research. A critical review of the literature explores themes such as the impact of customer loyalty programs, factors affecting consumer loyalty, and the importance of customer service. The report aims to identify how these programs impact customer retention and suggest ways to improve customer services through loyalty and reward schemes. The research is structured to provide a comprehensive analysis of customer loyalty within the context of Victoria's Secret, with the ultimate goal of providing actionable recommendations for enhancing customer engagement and retention.