Loyalty Insight · Annual report
The Poland Loyalty Market Report.
Programy Lojalnościowe w Polsce – edycja 2025
The independent benchmark for loyalty programmes in Poland – researched and published by H2H.tech. A nationally representative consumer study, fielded every year since 2022, that tells leaders where loyalty is actually heading: category by category, programme by programme, feature by feature.
Executive summary
Three forces shaping loyalty in Poland in 2025
The headline reading from this year’s study – the strategic context every loyalty, CRM and growth leader should be working from.
01 · Technology
Technology and personalisation drive interest
Mobile apps and relevant, well-timed communication are now the price of entry. Consumers increasingly choose programmes that feel personal - not just generous.
02 · Saturation
Wallets are full - but the door stays open
Polish consumers already belong to ~4 programmes each, yet 57% remain open to joining new ones - a level that has held steady year on year. Relevance, not reach, decides who wins the next slot.
03 · Perception
Programmes keep getting better in consumers' eyes
For the fourth year running, perceived value of loyalty programmes improves across categories - raising the bar for every brand competing for the same members.
For decision-makers
What this means for leadership
Start from the commercial headline: a well-run programme makes 61% of members buy more often, 55% make larger purchases and 52% recommend the programme. Here is what that impact means through three executive lenses.
CMO / CDMO
From membership to revenue
The goal isn't sign-ups - it's behaviour. Programmes already drive 61% to buy more often and 55% to make larger purchases; relevance and personalisation are the levers that convert members into incremental revenue. With 57% open to a new programme, the upside is still on the table.
CTO / CDO
The app is where the impact happens
That behaviour change is delivered through the app - promotion info and coupons (both 74%), rewards (70%), e-receipts (68%). Without a unified data layer and real-time delivery, the revenue impact simply never materialises.
Board / CEO
Loyalty is a P&L lever, not a cost line
Members buy more often (61%), make larger purchases (55%) and advocate (52% recommend the programme, 50% its products). Multi-year, representative data lets you set and govern these as strategic KPIs - like any other driver of growth.
Key findings · 2025
Loyalty in Poland, by the numbers
1 · How loyalty programmes change buying behaviour
The commercial case in one chart – the share of members who say their programme changes what they actually do. This is the data behind turning customer data into revenue (Top-2 box, 2025, N=988).
69%
check the brand's offer more often
61%
buy more often from the brand
59%
hold a better opinion of the brand
55%
make larger purchases from the brand
52%
recommend the programme to other people
50%
recommend the brand's products to others
“Wpływ programów lojalnościowych na zachowania” · Top-2 box (definitely + rather agree) · Loyalty Insight 2025, N=988.
2 · The features members actually want
Most wanted loyalty-app features – Top-2 box (very + rather attractive), 2025.
3 · The best-rated programmes (NPS)
Net Promoter Score by programme – % promoters (9-10) minus % detractors (0-6), measured among each programme’s own members (min. N=50). The lesson: scale doesn’t guarantee loyalty – usefulness does.
- 1. Allegro SmartNPS 49
- 2. Nasza StokrotkaNPS 35
- 3. Klub RossmannNPS 34
- Lidl PlusNPS 32
- Moja BiedronkaNPS 28
- Żappka (Żabka)NPS 26
Top of a TOP-20 ranking · NPS among each programme’s members · min. N=50 · full ranking in the report.
4 · How often members want to hear from you
Preferred contact cadence splits sharply across groups – one size does not fit all. Controlling frequency per segment is now a requirement, not a nicety.
Accepted communication frequency, 2025 (N≈1,000). 57% accept at least weekly contact (once a week is the single most popular cadence) yet 27% already feel over-messaged – while only 3% want none. Preferred channel is in-app (info 74%, push 72%); phone and post are rejected.
5 · Why Poles join - and stay
After two years of inflation, loyalty in Poland is driven less by novelty and more by tangible value. With 57% open to joining a new programme when given the chance, acquisition is still wide open – for programmes that deliver on three drivers:
Driver 01
Savings & real value
Programmes are now seen as a way to save money - not just to collect extras. Discounts and cashback lead demand.
Driver 02
Convenience & simplicity
Easy enrolment, a clear mechanic and instant gratification. Friction is the fastest way to lose a member.
Driver 03
Relevant rewards
Over 70% rate information about rewards and member benefits as the most attractive communication they receive.
Drivers summarised from Loyalty Insight 2025 benefit-preference data and narrative; the detailed non-user “reasons to join” breakdown is in the full report.
From insight to action
Turn the benchmark into a roadmap
The report tells you where the market is. Our loyalty strategy team helps you find where you stand – and what to do next.
01 · Diagnose
Where you are today
A structured read of your programme, data and channels against the market - using the same dimensions as the report.
02 · Benchmark
How you compare
Your penetration, share of programme and feature gaps versus category leaders, grounded in Loyalty Insight data.
03 · Roadmap
What to do next
A prioritised, ROI-ranked plan - from quick wins to the data and automation foundations that compound.
Methodology
Independent, representative, repeated.
The study is built to the standard a board or investment committee can rely on – and to be compared year over year.
- Scope
- Consumer loyalty programmes in Poland, across 10 retail categories
- Method
- CAWI (Computer-Assisted Web Interviewing)
- Sample
- Nationally representative; N=996 (2022), 993 (2023), 978 (2024), 988 (2025)
- Cadence
- Annual since 2022 - 2025 is the 4th consecutive edition
- Publisher
- H2H.tech (Human2Human Sp. z o.o.), Poznań
- Access
- Free download · no registration required
- Expert commentary
- 15 experts contributed commentary and articles based on Loyalty Insight data
Backed by commentary and articles from 15 experts working with Loyalty Insight data.