Abstract: A customer is enrolled for facial recognition that links the customer's face to their loyalty identifier for their loyalty account with a loyalty system of a store. Enrollment occurs during a first transaction at a transaction terminal. For subsequent transactions at the terminal or other terminals, an image of the customer's face is captured, the image is mapped to the customer's enrolled loyalty identifier, and the loyalty identifier is injected into the transaction workflows causing the subsequent transactions to be personalized for the customer based on the customers loyalty details and causing the transaction details for the subsequent transactions to be associated with the customer's loyalty account. Loyalty is integrated into the subsequent transactions of the customer in a frictionless and contactless manner that requires no affirmative actions by the customer.