Loyalty can be built online only if the target group has access to the Internet and uses it regularly. Whether customer loyalty should be pursued solely through an online programme or whether a combination of a classic and an e-based solution would be more effective depends on the target group's affinity to the Web. If companies want to motivate users to participate in e-loyalty activities, not only must they have a strong Internet offer, but they must also be good at building trust. Building loyalty on the Internet generally means getting members to increase their Internet usage. One is pure Internet sites such as Ipoints and Beenz, both pure online programmes that entice visitors to remain logged on for long periods by rewarding them Web money for taking part in certain activities. The longer they remain interactive with the site, the more Web money they earn towards discounted products.