The Best 11 Loyalty Programs in Italy

Loyalty programs in Italy are seeing significant growth and transformation, driven by increasing consumer engagement and advancements in technology.

In 2024, the loyalty market in Italy is expected to grow by 10.5%, reaching approximately $4.21 billion. This growth is projected to continue, with the market anticipated to reach $5.98 billion by 2028, reflecting a compound annual growth rate (CAGR) of 9.1% from 2024 to 2028.

What are some of the key trends of loyalty in Italy?

Key trends in Italy's loyalty programs include the increasing use of mobile-based platforms and the integration of various loyalty schemes across multiple sectors, which range from retail, financial services, healthcare, and wellness to restaurants, food delivery, travel, hospitality, telecoms, and media.

Currently, several types of loyalty programs are popular in Italy, including points programs, tier-based programs, subscription programs and referral loyalty programs.

These programs are often tailored to be highly flexible and integrated with digital channels, ensuring they are accessible both in-store and online. This integration is crucial as it aligns with the broader trend of increasing e-commerce and mobile commerce.

For businesses in Italy, these insights suggest the importance of developing user-friendly loyalty programs that can adapt to the changing preferences of consumers and leverage digital platforms effectively.

Here are some key trends in Italian loyalty programs for 2024:

What are the most popular types of loyalty programs in Italy?

In Italy, several types of loyalty programs are prevalent and have proven effective in retaining customers and enhancing engagement.

These include points-based programs, tier-based programs, mission-driven programs, spend-based programs, and experiential rewards, each leveraging different strategies to meet consumer needs and preferences.

1. Tier-Based Programs: These programs offer different levels of rewards based on the customer's spending or engagement. Higher tiers provide more exclusive benefits, fostering a sense of achievement and exclusivity. This structure motivates customers to increase their spending to unlock higher rewards.
2. Mission-Driven Programs: These are increasingly popular, especially among younger consumers who value corporate social responsibility. These programs align rewards with social or environmental causes, such as donating a portion of sales to charity or supporting sustainability efforts, which resonates well with ethically conscious customers.
3. Spend-Based Programs: In these programs, rewards are directly tied to the amount spent by customers. They are simple and easy to understand, making them attractive to both businesses and consumers. The more customers spend, the more rewards they receive, which incentivizes higher spending.
4. Subscription-Based Programs: Subscription-based loyalty programs are becoming more common, offering continuous value to customers through recurring membership fees. This model not only provides a steady revenue stream for businesses but also ensures that customers receive ongoing benefits and exclusive access, fostering long-term loyalty.

These loyalty programs work well in Italy for several reasons.

They cater to the diverse preferences and values of Italian consumers, who appreciate both tangible rewards and meaningful experiences. Additionally, technological advancements, such as mobile apps and AI, enable more personalised and seamless loyalty experiences, increasing customer satisfaction and engagement.

The integration of loyalty programs into everyday transactions and the use of real-time data analytics help businesses tailor their offerings more precisely to individual customer behaviours and preferences, enhancing the overall effectiveness of these programs.

The best 11 loyalty programs in Italy

1. Terranova

Terranova is a popular fashion Italian brand that offers a straightforward and cost-effective loyalty program.

Members can earn 10 points for every euro spent, with opportunities throughout the year to accumulate additional points. Members also gain early access to sales and exclusive promotions.

Terranova’s loyalty program has a tiered structure, with four tiers and increasing privileges depending on customers’ annual spending.

Its simplicity and generous rewards keep customers engaged, making it easy for them to participate, and the tiered structure ensures they’re always driven to engage and spend more within the brand to reach higher benefits.

2. BNL

BNL X you is a loyalty program from the Italian bank BNL that offers PAYBACK points and benefits like free products and gift cards from top brands partnered with BNL.
 

Points can be earned by using BNL’s credit cards for purchases both online and in-store. There’s even an exclusive online store where points can be redeemed for gift cards and various products.
 

Loyalty programs in the financial sector incentivize customers to choose your services over competitors. BNL's extensive reward options are a major factor in the program's success.

Rewards help financial companies keep customer retention rates high by offering customers extra perks and rewarding good behaviour: learn how Wesleyan achieved a 96% satisfaction rate with their loyalty program aimed at increasing customer retention.

3. Italo 

Italo, one of the main train companies in Italy, has a tiered loyalty program that lets members earn points for their trips, depending on the fare you select and the length of the route.

Members gain access to exclusive contests and promotions, with higher tiers offering perks like Italo Club Lounge access, room upgrades, and free seat selection.

Additional points can be earned through services offered by Italo’s extensive partner network, which effectively encourages customers to choose the company again instead of its many other competitors.

Third-party rewards are a great way to offer your customers additional value, but many businesses struggle to choose the right incentives, feeling overwhelmed by the complexity of managing rewards and stakeholders.

White Label Loyalty’s suite of pre-integrated rewards is tailored to ensure a seamless experience for both customers and businesses, which can choose from our rich suite of 1,000s pre-integrated rewards waiting at the click of a button.

4. Feltrinelli

Feltrinelli is a renowned Italian publishing company and bookstore with a tier-based loyalty program.

Memberships can be purchased for 5€ or 10€, unlocking immediate rewards. The basic tier offers a 5% welcome discount and 5% off new publications, while the higher tier provides a 10€ discount for every 200€ spent, free delivery, and a birthday gift.

Feltrinelli’s loyalty program shows that a great loyalty program can go without points: long-time customers can retain their benefits without restarting their progress after redeeming rewards.

Subscription-based loyalty programs can be very effective in encouraging customer loyalty: customers who pay to participate in a loyalty program are more likely to stick with a business because they have invested in the program, and they tend to spend more with the business to maximise their rewards.

5. Esselunga

Possibly the most famous supermarket brand in Italy, Esselunga’s loyalty cards (aptly named Fìdaty, roughly translated to Trust us) let members earn points and receive discounts on hundreds of products every shopping trip. 

Points are awarded instantly and can be used for immediate discounts on purchases, which is something that supermarket shoppers tend to really appreciate.

Esselunga's extensive rewards catalogue, which frequently updates with new prizes and services like cinema tickets, subway passes, and amusement park entries, keeps customers returning to the same supermarket chain over and over again.

6. Bialetti

Bialetti’s Reward Points Program allows members to earn points for site activities such as purchases, reviews, referrals, and newsletter sign-ups.

The program has a three-tier structure, with rewards going from news and special offers for the lowest tier, to a free “giftbox” for the middle tier to a free shopping bag for every purchase for the highest tier.

Point-based systems allow users to get discounts no matter what, but the combo with a tiered loyalty program means users also have regular rewards they can expect.

Referrals are also a great way to increase customer retention and drive loyalty: did you know that people are 4x more likely to buy when referred by a friend or family member?

7. KIKO

KIKO Me is a great example of a beauty loyalty program: it awards points for purchases online and in-store, offering discounts and exclusive perks.

The program has three tiers: Stylish, which grants members perks like birthday gifts and VIP customer care; Artistic, with benefits like a free beauty session and free products; Creative, with all of the previous perks and additional free shipping.

Focusing on the community aspect, KIKO personalises the customer experience by offering discounts on members' favourite products, fostering a sense of belonging and engagement.

Personalisation is a key part of every loyalty strategy, but it’s especially important in today's fiercely competitive market: different customer segments have varied needs, and to truly engage and retain diverse audiences, you must tailor your rewards accordingly.

8. Geox

GEOX’s Benefeet merges four loyalty frameworks: points, tiers, member benefits, and discounts. Members earn one step-point per euro spent, with double points for children's shoe purchases.

Benefits improve with tier progression, starting with a 10% discount, rising to 15% in the second tier, and culminating in instant vouchers at higher levels.

GEOX shows it values its customers by offering double points for children's shoe purchases and a 15% birthday discount for members' children, strengthening customer loyalty through thoughtful rewards.

Again, personalisation is key for loyalty in all industries and sectors.

9. ITA Airways

ITA Airways, the flag carrier in Italy, has a loyalty program called Volare that lets members accumulate points for each euro spent on ITA Airways flights.

Members can then enjoy a wide range of exclusive services available in the four clubs of the program: Smart, Plus, Premium and Executive. The number of points you can earn on flights varies depending on your membership club.

Members can purchase tickets using both points and cash, but they can also use points for additional services like seat selection, lounge access and baggage purchases.

Members of travel loyalty programs tend to wait a long time to receive rewards, and that might be something that pushes your customers away; offering soft benefits, like access to VIP lounges or free WiFi access, can fix that and improve travellers’ overall experience.

10. Costa Crociere

Costa Crociere is an Italian cruise line that offers a loyalty program called CostaClub: members are divided into tiers (called levels) depending on how many cruises they take and how many points they get.

Members can receive perks and benefits during the booking phase, before departure, when they’re on board, and also once they've returned home, from discounts up to 20% to fast-track boarding controls.

During the year, members have access to exclusive promotions and events, with unique itineraries and programmes.

A great loyalty program in the travel industry helps brands increase customer retention and acquisition and drives long-term business growth: check out our dedicated guide on loyalty in the travel sector.

11. Chicco

Chicco, a leading Italian kidswear brand, has a loyalty program called Baby Card, featuring three tiers named after its brand colours: white, blue, and red. This program integrates multiple loyalty frameworks, such as points, tiers, member benefits, and discounts.

Customers earn points with every purchase and as they move up the tiers, they gain increasing privileges and access to exclusive services. Additionally, new subscribers receive 20 bonus points upon joining.

Members enjoy financial perks like exclusive discounts, a €5 Fidelity voucher, and the Red Discount, along with service-related benefits including private sales, free shipping, birthday gifts, and exclusive store events.

The hybrid approach of this program makes it truly unique and has the benefit of minimising potential drawbacks.