Hey Piotr! Many organizations are already using a loyalty program that they run on their own right now, there have been some studies showing that it helps improve retention and gives them an edge over their competition. Moving such programs to blockchain and making them more user friendly has some similar benefits to any other blockchain use case (security, immutability, etc.).

As far as how value is generated, companies are going to have to create loyalty tokens that are tied to real world value that their customers will desire. Could come in many forms such as a free pizza for every 10 pizzas purchased or a catalog of rewards items you can turn tokens in for or even simply store credit that you earn at a fraction of what you spend in the store that adds up over time. Much like what they're likely already doing independently, it's an expense for them to fund an initiative like this. However, that expense is almost more like an investment as you foster your relationship with customers that will have recurring purchases.