Customer loyaliti is a principle that attracts the attention of new and existing customers these days. Loyal customers make their purcheses more often, spend more money, and „word of mouth to mouth“ marketing is done through them. In order for companies to attract as many customers as possible and keep the existing ones, they find the best way to improve loyality programs and meet the needs of customers. In this paper, we analyze how effective the loyality program i sin the company Bipa d.d. and whether loyal customers are enough to invest even more in loyaliti pprograms. It will also show how these loyaliti programs affect new customers and whether they attracted to them. A survey was conducted on a sample of 66 respodents and thus derermined how effective Bipa's loyaliti program is, whether it attracts new customers, whether existing customers are satisfied. The majority of respodents are satisfied with the effectivness od Bipa's loyaliti program, although it needs to be upgraded and based a little more on customers who are loyal. They believe that loyality programs are effective and that this encourages them to make repeat purchases in the store.