Abstract: A method for administering the loyalty programs of multiple merchants. The method includes enrolling a plurality of customers in a universal system for administering multiple loyalty programs. The method further includes receiving lookup requests from a plurality of distinct merchants, each lookup requests relating to a customer's wish to receive loyalty program benefits from a merchant. The method further includes providing computerized customer record information in response to each lookup request, the customer record information being used by the merchants for invoking each merchant's respective loyalty program and providing loyalty benefits to the customer.