In the study, researchers investigated which type of loyalty program works best for online FMCG businesses. They tested four different loyalty programs with customers of a specific company. Surprisingly, none of the loyalty programs had any impact on keeping existing customers or attracting new ones. The study found that customers in this case prefer to be rewarded in different ways, such as through pricing or brand recognition, rather than through a traditional loyalty program. This suggests that companies should explore alternative methods to keep their customers happy and loyal.