Welcome offers exist to get a newcomer through the door. Loyalty programs exist to keep someone there for a year. Two Rewards, Two Opposite JobsA welcome offer is front-loaded by design. Where the welcome offer spends everything up front, the loyalty system deliberately holds most of its value in reserve, releasing it over months. How Personalisation Blurs the LineThe distinction between welcome offers and loyalty programs is becoming less clear as personalisation allows a single service to combine both approaches.