Giving-to-Get: 3 Reciprocity Strategies That'll Increase Your Startup's Sales

Photo: ChatGPT (2026)

I believe that the word, subconsciously, is one of the most undervalued words in the marketing lexicon. Dictionary.com defines subconsciously as simply being: beneath or beyond the conscious mind.

Each day, as human beings, we subconsciously take a myriad of actions that if someone were to ask us why we had taken them—we likely wouldn’t quite be able to explicate a logical reason other than—we felt like it.

A particular act that consumers subconsciously take on a daily basis—is making reciprocity purchases; which is an act that could be very beneficial to your company’s bottom line—especially if your company executes these three strategies. 

The Tier strategy 

Considered a classic by marketing professionals around the world, author and American Psychologist Robert Cialdini’s book, Influence: The Psychology of Persuasion, focuses on seven principles of influence—one of which being reciprocity. 

In his book, Dr. Cialdini articulates how when people feel as though they’ve received things like a reward from others first—they inherently feel inclined to comply or return the favor. 

“People are more likely to do something for you or comply to your request if you do something for them first.” Says Dr. Cialdini. 

The Tier strategy, which is designed to boost CLV (customer lifetime value), drive frequent purchases, and decrease the cost of casual member promotions—is an effective reciprocity marketing strategy utilized by brands willing to give rewards to their customers—with hopes of those same customers returning the favor through brand commitment.

How it works: Offer customers the ability to sign up to a rewards program that offers its members the ability to earn rewards and move up levels based on a three-tier system (Entry-Level), (Mid-Level), (Top-Level). 

With each member starting on the entry-level upon signing up, customers are allowed to win rewards and advance to the next tier contingent upon the amount of dollars they spend within a 6 to 12-month period (with each advancement level providing more favorable rewards). 

A brand currently using this strategy: Starbucks is currently utilizing a three-tier strategy with their Starbucks Rewards program. Which introduces three levels of membership—Green, Gold, and Reserve.

The Purchase-For-Points strategy 

It’s not a secret, people especially love two things: cheaper prices, and receiving free stuff. And in 2025, when many QSR (quick-service restaurant) chains saw a dip in sales, one particular brand (revealed below) experienced the total opposite—delivering 7% same-store sales growth in Q4.

The Purchase-For-Points strategy is so simple, even a company run by a caveman could do it.

How it works: This strategy lets customers who join your rewards program earn points by purchasing eligible items that unlock free items/products and other exclusive digital perks. 

This strategy allows each purchase made by a customer/member to automatically increase points towards their next prize; which could be redeemed at a set amount of your choice.

A brand currently using this strategy: According to reports, Taco Bell’s active loyalty members increased 31% in 2025, with a same-store sales increase of 7% in Q4 of that year mostly attributed to the success of their popular point-based rewards program. 

The Participation strategy 

Take a moment and think about how good you feel whenever you’re actively participating in your favorite hobbies. Now, take another moment and imagine being rewarded by a brand for participating in said hobby. 

Well, that’s precisely what occurs when customers register for programs that utilize The Participation strategy.

How it works: Provide your customers the opportunity to earn exclusive perks for free by participating in hobbies that are associated with your brand’s products—and sharing them online with others on your brand’s app or website.

A brand currently using this strategy: Nike's Member Rewards program focuses on lifestyle engagement by allowing their members to unlock member-only access to exclusive drops, special discounts, and partner perks (like Apple Music) by tracking workouts, joining digital fitness challenges, and participating in online community events.

Final thoughts

The law of reciprocity is simple, subconsciously, people feel a strong need to return the favor when they’re on the receiving end of a gift, favor, or a kind act from someone first. Each of the abovementioned strategies could help your business by increasing sales, CLV, as well as brand awareness. 

If you’d like further help devising and executing these strategies for your startup, schedule a complimentary client consultation with us today!