Modern Loyalty Programs in Retail 2025: 10 Trends That Are Changing the Game

Can a loyalty program be a digital assistant, a piggy bank, a personal coach, and a playground all at once?
In 2025 – absolutely.

The rapid evolution of technology and shifting consumer expectations mean that the old “collect points and redeem rewards” model just doesn’t cut it anymore, when it comes to consumer loyalty.

Recently, Miquido conducted an in-depth analysis of the retail market, examining leading loyalty programs in grocery retail ecosystems such as Lidl Plus, Moja Biedronka, Żappka, Kaufland Card, Frisco, Intermarché, Auchan, and Carrefour.

The research revealed not only the latest trends, but also users’ biggest pain points – and plenty of untapped opportunities.

Below, we unpack the 10 key trends shaping the future of loyalty programmes. Each one is supported by market data, consumer insights, and real-life examples from popular retail apps.

1. Outstanding UX and effortless usability: the baseline of successful loyalty programs

In the loyalty world, ease wins. Users don’t want to wrestle with clunky interfaces – they want shopping to be quick, smooth, and rewarding.

90% of loyalty program participants use a mobile app, most of them during their shopping trip. That means UX must be clear, fast, and reliable – or users will drop it at the first sign of frustration. On the flip side, 18% of consumers complain about too many notifications. The key is subtle, personalized communication: one relevant offer beats a dozen irrelevant pings.

According to reports, 94% of users support personalized content – generic messaging is dead.

Market examples:

• Moja Biedronka refined its famous Shakeomat by replacing the confusing “shake your phone” gesture with a simple “Shake” button – a small tweak, but huge impact, as 2 million people use it daily.
• Żappka opted for a classic hamburger menu instead of bottom navigation – a unique choice that divided users but set the brand apart.
• Lidl Plus, Kaufland, and Mój Carrefour kept to the tried-and-true bottom nav bar, with clear icons and minimal friction.
  Żappka and Kaufland Card also stand out for dark mode and bilingual support.

Add frictionless registration (via Google/Facebook) and instant coupon redemption, and users start thinking: “Wow, this app really makes my life easier.” - one of the top loyalty program benefits.

2. Data-driven, AI-powered personalization: Loyalty programmes tailored for AI era

Personalization is no longer a nice-to-have – it’s a cornerstone of modern retail loyalty programs. And in 2025, it’s personalization on steroids: fueled by AI and predictive analytics.

94% of shoppers prefer personalized offers over generic ones, and 57% of companies list personalization as their top strategic focus in consumer loyalty programs. In essence: Give the customer what they need before they even realize they need it. That is how loyal customers are born.

Market examples:

• Intermarché (France) built its entire loyalty scheme around shopping habits. Weekly personalized newsletters feature tailored deals – diapers for parents, tofu for vegetarians.
• Their Conso Mieux service acts like a digital nutritionist, tracking savings and offering diet tips based on past purchases.
• Biedronka’s app includes “Just for You” and “Selected from the Flyer” sections, showing tailored deals and letting users add items to their shopping list with a single tap.
  Żappka delivers location-based offers using geolocation – you pass a Żabka, you get a ping with a personal discount.

Globally, Starbucks and Sephora lead the way, using AI to recommend products based on your history, time of day, or even weather. Data magic at its finest.

3. Gamification: Turning retail loyalty into play

Why should shopping be boring? Gamification transforms mundane purchases into fun, repeatable micro-rewards. 31% of marketers see it as a powerful engagement driver, and 45% of brands worldwide plan to invest in game mechanics.

The psychology is simple: when something’s fun, we keep coming back – even to loyalty apps.

Market examples:

• Moja Biedronka’s Shakeomat is textbook gamification. Twice a day, users “shake” (or now click) for a surprise deal – a bit of mystery, a bit of dopamine. 2 million daily players can’t be wrong.

• Lidl Plus introduced virtual scratch cards – each purchase unlocks one that may hide a new discount. They even added progress bars to coupons (“Spend 20 PLN more to unlock your reward”).
  
• Żappka once featured a mini mobile game (Żabu) where players earned Żappsy points – now it’s teasing a comeback via AR, like a Pokémon Go for discounts.
  Żappka also gamified community engagement via its Discord server (#co-zażappsy), home to 18,000 fans competing for points and prizes.
  

4. Superapps: The ecosystem revolution of customer loyalty

The “superapp” trend from Asia is reshaping European retail. Fintech super apps are becoming common and retail industry may soon catch up with this trend. A brand loyalty program app is no longer just about points – it’s about building a mini-universe of services that meet multiple customer needs in one place.

Market examples:

• Żappka is Poland’s most vivid example: it combines parcel lockers (Żappka Post), autonomous nano-stores (Żabka Nano), and soon – transport and toll payments via mPay integration, building loyalty
• Lidl built an entire digital ecosystem: Lidl Online Store, Lidl Kitchen, Lidl Winery, travel services, photo printing, smart home integrations (Lidl Home), and Lidl Pay.
• Auchan France went even further: from Scan&Go and same-day delivery via Deliveroo to recipe libraries, AR toy catalogs, mobile payments, health coaching, and even a TopChef-branded seasonal recipe partnership.

Superapps are becoming the Swiss army knife of retail – do everything, earn rewards, stay loyal.

5. Paid loyalty & subscription models: a way to create customer loyalty that lasts

Would you pay to be loyal? It sounds paradoxical – yet subscription-based loyalty is booming.

Over 23% of companies already offer paid membership programs, and subscribers show higher spend, stronger brand preference, and higher retention.

Market examples:

• The global benchmark remains Amazon Prime.
• In Poland, Żappka is testing a premium tier – rumors point to daily free coffee or monthly point bundles.

• Frisco explored a delivery subscription similar to Allegro Smart!
• Empik Premium, Costa Coffee’s coffee pass, and fashion club memberships show the model’s versatility.

People love VIP treatment – and once they’ve paid for it, they’ll keep coming back to make the most of it.

6. Scan&Go and the death of the queue

Queues are relics. Customers now expect instant, contactless checkout, and Scan&Go is the hero feature enabling it.

86% of loyalty programs already bridge online and offline touchpoints – Scan&Go is where that connection becomes tangible.

Market examples:

• Carrefour and Kaufland lead the way in Poland.
• Carrefour’s version includes flash-on scanning, manual code entry, quick scan mode, and a built-in tutorial.

• Store selection is seamless via QR or map detection.
  Kaufland’s K-Scan lags slightly behind in UX but is gaining traction.

• Auchan France integrates Scan&Go into its app as part of a full omnichannel experience.

Once you shop this way, there’s no going back.

7. Loyalty analytics and business intelligence: Consumer loyalty programs that understand your customer

Behind every great loyalty app lies a mountain of data gold.

45% of loyalty managers feel pressure to prove ROI, so analytics now drive everything: CLV, retention, drop-off rates, behavioral segmentation, and predictive modeling.

Market examples:

• Intermarché openly uses behavioral data to personalize offers and educate users via consumption reports (Conso Mieux).
• Żabka leveraged analytics to pivot from its underperforming Żappka Pay to new mPay integrations.
• Biedronka used data to simplify adding recurring products to shopping lists.
• Auchan spotted a surge in health-conscious behavior and launched personalized wellness challenges.

Globally, Starbucks’ predictive AI identifies customers at risk of churn and reactivates them with free drinks.

Data isn’t just power – it’s retention fuel.

8. Integrated mobile payments: Key to effective loyalty program strategies

What if loyalty and payment lived in one scan? That’s the vision behind in-app mobile payments – and it’s spreading fast.

Market examples:

• Lidl Pay leads the pack: quick setup, one QR scan to pay and collect discounts simultaneously.
  Żappka Pay was retired due to low usage, but Żabka is now partnering with mPay instead.
• Biedronka integrated BLIK payments without a code, merging loyalty and checkout in one seamless motion.
• Carrefour offers payment via Carrefour Mastercard and even has Carrefour Pay in France.
• Auchan combines payments, coupons, and e-receipts in-app – both convenient and sustainable.

Plastic cards are out. Smartphones are in.

9. Sustainability and green loyalty: Loyalty strategy that matters

Eco-awareness has entered the loyalty arena. Customers increasingly expect brands to stand for something more than discounts.

Market examples:

• Auchan went paperless with digital flyers and e-coupons, cutting costs and saving forests.
• Żappka, Kaufland, and Carrefour offer e-receipts, removing kilometers of thermal paper.
• Rossmann and IKEA Family reward eco-friendly behavior, like choosing sustainable products or returning used furniture.
• Some global programs even let users donate points to charity – a practice slowly emerging in Polish retail.
• Auchan France promotes local produce, seasonal recipes, and dedicated family or baby clubs with tailored discounts – blending ecology with social responsibility.

Green loyalty is not a trend – it’s the new moral baseline. If yo are looking to step up the loyalty marketing game, this might be the most ethical path.

10. B2B loyalty scheme and partner programs: Loyalty benefits for business customers

Loyalty isn’t just for consumers anymore. In 2025, brands are extending it to business partners, distributors, and retailers – transforming basic discounts into relationship platforms.

Market examples:

• Makro Cash & Carry has long rewarded its business customers with tiered rebates and points for wholesale spending.
• Metro Group builds digital tools for small businesses to track deals and plan inventory.
  Orlen runs fleet programs with fuel rewards.
  In tech, brands like Microsoft or HP run certification-based partner ecosystems combining training, gamification, and joint marketing.

In short: B2B loyalty is evolving into business development.

Conclusion: Brand loyalty programs reimagined

By 2025, loyalty programs have evolved from simple point cards into digital ecosystems.

• AI delivers precision personalization.
• Gamification turns routine purchases into joy.
• Superapps create one-stop customer universes.
• Subscriptions forge VIP-like engagement.
• Analytics, Scan&Go, and mobile payments make it all seamless.
• And sustainability gives it soul.

The result?

 Loyalty that feels like partnership – not just promotion.

The challenge for brands now is to connect these innovations into one coherent experience that customers truly love.

And if you’re wondering how to make it happen – from personalized apps and gamification to AI-driven analytics – Miquido can help you bring your loyalty vision to life and implement loyalty trends that make you stand out.

With our expertise in UX, AI, and industry strategy, we can design a program built for 2025 and beyond.

Let’s shape the future of consumer loyalty – together

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