Abstract: A system and method for implementing customer loyalty reward programs instituted by different third party merchants, includes a loyalty database storing customer loyalty reward program data defining a customer loyalty reward program for each of a plurality of different third party merchants, and storing customer loyalty account information for customers enrolled in each of the third party merchants' customer loyalty reward programs. A server interacts with customers and the loyalty database to execute redemption of rewards as selected by a customer based on the customer's loyalty account information and associated customer loyalty reward program data.