According to the latest "Loyalty Program Monitor 2024" survey conducted by ARC Rynek i Opinia, 72 percent. of Poles use at least one loyalty program, which means an increase of 8 percentage points compared to 2023. This result confirms that loyalty programs are becoming an integral part of consumers' purchasing strategies.
"The increase in interest in loyalty programs is not due to the emergence of new players on the market, but is the result of the activities of leaders in the retail sector," emphasizes Sylwia Miszczyk, research project manager at ARC Rynek i Opinia.
Rivalry of market leaders
The two largest discount chains – Biedronka and Lidl – played a key role in the growing popularity of loyalty programs. Both chains intensively promoted their programs (Moja Biedronka and Lidl Plus), offering customers dedicated promotions and discounts. It is these activities that have attracted new users, who are increasingly willing to take advantage of the benefits offered.
"Marketing campaigns and a competitive promotional offer addressed to loyalty program participants were crucial in attracting new users," adds Miszczyk
The most popular loyalty programs in Poland
In 2024, the most popular loyalty programs in Poland are:
Moja Biedronka – 46% of users,
Lidl Plus – 24%
Orlen Vitay – 16%
Rossmann Club – 12%
Kaufland Card – 10% and
Żappka Program – 10%.
The popularity of these programs is due to frequent shopping in a given store, the simplicity of the rules of participation and the adaptation of the offer to the needs of customers. Consumers also appreciate intuitive mobile apps that make it easy to use promotions and track progress
What determines the success of loyalty programs?
The study identified several key factors that affect the regular use of loyalty programs. The most frequently mentioned reasons are: Frequent shopping in a given store (33 percent), Clear and easy-to-use mobile application (24 percent), Simple rules of participation (24 percent), Offer of benefits tailored to individual needs (19 percent), Frequently changing offer of discounts and rewards (18 percent).
"The intuitiveness of the mobile application and an attractive promotional offer are the key elements that make customers willing to engage in loyalty programs," emphasizes Miszczyk.
The future of loyalty programs
The results of the study clearly show that loyalty programs are not only an important tool for retailers, but are also becoming a key factor influencing consumers' purchasing decisions. The future of the loyalty program market in Poland seems stable, and further competition between leaders such as Biedronka and Lidl may further increase customer engagement.
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