The article presents generalization, systematization and development of theoretical approaches and best practices in the field of client-oriented approach to business management and in the field of relationship marketing in the modern digital economy. The research methodology is based on the generalization and analysis of sociological and marketing research and on the studying the systems of working with consumer appeals and loyalty programs of the largest client-oriented companies of Russia. In the research, the trends in the development of the advertising and communication market were studied, including the increase in the cost of advertising on the main advertising channels (television advertising, advertising on the radio, advertising on the Internet). The importance of retaining clients and increasing their participation in marketing tools is substantiated. The main tasks of the marketing complex are determined: retaining the client due to a high level of service, providing a «striking» high level of service, increasing the average customer check, increasing the frequency of purchases without significantly increasing the cost of informing. At the same time digital technologies used in both advertising and service play a special role. And client-oriented omnichannel service requires identification of the client and working with his personal data, for example, by filling out questionnaires to obtain loyalty cards. Based on the analysis of loyalty programs of the 50 largest companies in Russia, the author offers a typology of loyalty programs.