The thesis explores the implementation of a loyalty program in Brioni d.o.o., emphasizing key aspects such as Maslow's hierarchy of needs, purchasing behavior, trust in online shopping, and consumer behavior theories. The paper highlights the importance of personalization, the benefits of loyalty programs, and current trends. Specifically, it focuses on theories, types, advantages, and trends of loyalty programs and how they can contribute to attracting, retaining, and engaging customers. Additionally, the thesis considers the introduction of loyalty programs as a key strategy, sets program objectives for Brioni d.o.o., analyzes the benefits, and provides an overview of the current state of the company, competition, and loyalty program planning. Brioni d.o.o. operates in a competitive market, and its loyalty program aims to attract, retain, and engage customers through exclusive benefits. Trust and personalization are also emphasized. The success of the program depends on tailored approaches, research, and adapting to different customer needs. The research on user behavior further contributes to adapting the program to the target audience's needs. Through all these elements, the thesis explores how a loyalty program can positively impact customer relationships and the business success of the company.