Loyalty programs have long ceased to be simple point-collection systems. Today, they function simultaneously as marketing, psychological and cultural tools. It’s no longer just about popularity or the size of discounts, but about how consumers in different countries understand the concept of loyalty—and what motivates them to return to a brand.
The data comes from the report “Understanding Loyalty in Europe 2.0” published by Mando-Connect in partnership with YouGov (2024). The analysis covering Poland, Germany and the United Kingdom shows that while loyalty programs are widespread across all markets, their meaning and effectiveness vary depending on consumer mindset, market dynamics and cultural context.
Poles are among the most active loyalty program participants in Europe. As many as 53% sign up whenever they have the opportunity—the highest rate in Europe (for comparison: 35% in Germany and 42% in the UK). Additionally, 67% of Polish consumers belong to at least one loyalty program.
In Poland, a loyalty program must be engaging. The most effective ones combine financial benefits with fun and instant gratification—app-based lotteries, time-limited promotions, countdown mechanics. Personalisation is also key: offers tailored to purchase history and delivered at the moment consumers are most likely to use them. Notably, 48% of Polish consumers report greater loyalty to a brand as a direct result of being part of a program.
In the UK, 74% of consumers view loyalty programs as a great way to be rewarded, and 43% spend more when they are members. Here, loyalty is embedded in everyday routines.
British programs often operate as ecosystems, connecting multiple brands and areas of life. Supermarket loyalty schemes, for example, collaborate with cafés, cinemas or telecom operators. As a result, participation requires minimal effort—consumers gain benefits simply through their daily activities.
In Germany, 65% of consumers agree that loyalty programs are a good way to reward customers, but only 25% say they spend more because of them. Still, 59% belong to at least one program. For German consumers, loyalty must be rational, transparent and measurable.
Coalition programs such as Payback and DeutschlandCard remain the most popular, operating on a straightforward model: collect points and redeem them.
However, the landscape is shifting. Brands are beginning to introduce emotional and pro-social elements—Adidas’ AdiClub, for instance, rewards users for physical activity.
The year 2024 brought major market changes: Rewe and Fressnapf left Payback to build their own programs, while EDEKA joined the network. This suggests a shift from purely transactional loyalty toward more strategic, relationship-based models.
Across all three markets, the strongest loyalty programs operate in everyday-purchase categories, where consumer–brand interaction is frequent and benefits are immediately tangible.
Supermarkets and grocery retail are by far the most dominant loyalty segment—programs are mass-scale, simple and deliver instant value.
Drugstores and beauty retailers also enjoy high levels of emotional attachment. Programs such as Rossmann Club, Hebe or Douglas rely heavily on personalisation and meaningful discounts.
Overall, industries closest to consumers’ daily habits—especially food retail and beauty—attract the largest and most engaged loyalty bases.
According to the latest “Customer Loyalty Program Statistics and Facts for 2025”, younger consumers increasingly base their purchasing decisions on whether a brand offers a loyalty program. In the 18–24 age group, 20% say they would stop shopping with a brand if it discontinued its loyalty scheme.
Meanwhile, commercetools reports that 65% of consumers in the US and UK plan to use loyalty programs to save money amid rising living costs and economic pressure. Millennials are the most active, with 71% saying they regularly use loyalty programs to reduce their expenses.
People aged 55+ are the least likely to use their points or rewards, highlighting a clear generational divide in loyalty engagement.
The same report notes gender differences—women are more likely than men to use loyalty programs as a savings tool (71% vs. 58%).
The analysis of loyalty programs in Poland, Germany and the United Kingdom makes one thing clear: consumer loyalty is not universal—it is shaped by local habits, expectations and cultural context. Poles seek emotions, instant rewards and a sense of making a smart choice. British consumers prefer convenient ecosystems that seamlessly support their daily routines, while German shoppers value transparency, logic and precise reward calculations.
Despite these differences, one principle applies everywhere: an effective loyalty program must genuinely address the needs of its users. The strongest programs combine everyday usefulness, personalisation and an understanding of the motivations of different age groups—especially younger consumers, for whom loyalty has become part of both lifestyle and financial strategy.
Therefore, before a brand launches or refreshes its loyalty program, it should thoroughly analyse its customers, their behaviours and preferences, and then develop a cohesive, long-term loyalty strategy. Only then can it build relationships based not on one-off transactions, but on lasting trust and real value—for both the consumer and the business