When customers join the Daily Needs Reward Zone, they receive one point on every purchase they make at Daily Needs stores and DailyNeeds. Reward Zone points are converted to reward certificates which can be redeemed for merchandise at Daily Needs stores or on DailyNeeds. Reward Zone Members also receive exclusive offers throughout the year and a "special reward" for their birthday. This strategy by Daily Needs is an example of

A customer loyalty program

Explanation:  

  A customer loyalty program is one of the type of marketing based program that is specifically designed to strengthen the relations between the organization and the consumers.

The main purpose of a loyalty program is that it helps in encourage and also motivating the various types of consumers for using the products and the services which is specifically related to the given program.  

According to the given question, a customer loyalty program is best illustrating the given situation and the Daily needs reward zone is basically using this type of program.

Therefore, Customer loyalty program is the correct answer.