Loyalty in Mexico: Top Loyalty Programs & Trends

If you’ve ever shopped at a Mexican supermarket, flown with Aeroméxico, or used a credit card from BBVA, chances are you’ve already encountered some of the most popular loyalty programs in Mexico.

But behind these familiar names is a rapidly evolving landscape where brands are working harder than ever to win and keep customers, as indicated by the latest market share statistics.

Customer loyalty in Mexico today means mobile apps that track every purchase, coalition programs that reward you across multiple brands, and smarter, more flexible loyalty strategies.

In this post, we’ll take a closer look at the trends shaping loyalty programs in Mexico today, the standout programs leading the charge, and practical tips for brands ready to boost Mexican customer loyalty today and beyond.

Mexico Loyalty Market: Trends

Mexico's loyalty program market is experiencing rapid growth, fueled by future growth dynamics that include increased digital adoption.

According to recent reports, it's projected to reach US $4.06 billion by 2028, driven by increased digital adoption, mobile-first experiences, and demand for more personalized value from consumers.

From multi-brand retail coalitions to bank-integrated reward schemes and app-based loyalty experiences, Mexico offers a diverse and dynamic landscape where brands that innovate stand to gain the most.

Here are some of the latest trends that, according to international market research reports, are shaping the loyalty market in Mexico.

1. Mobile-first loyalty is now the standard

Consumers in Mexico are increasingly mobile-native, and they expect loyalty programs to work seamlessly on their phones, reflecting current consumer demographics. 

Mobile apps, digital wallets, and QR code redemptions are becoming the norm. Programs like Rappi Prime and Mercado Puntos lead the way with slick in-app experiences and real-time tracking.

💡 Tip: Invest in mobile-friendly loyalty solutions that offer real-time engagement, easy sign-up flows, and in-app personalization.

2. Coalition loyalty is on the rise

Multi-brand programs like PAYBACK, operated by Grupo Soriana, allow customers to earn and redeem points across various partner stores.

These programs create broader value ecosystems and keep customers engaged across multiple touchpoints. For more on how these work in practice, see these multi-tenanted loyalty program examples.

💡 Tip: Consider partnering with complementary brands to offer coalition-based rewards and drive greater brand visibility.

3. Cashback and instant value drive engagement

In an economy where price sensitivity matters, programs offering cashback, discounts, or immediate perks are gaining popularity across key sectors. Banks like BBVA, Banorte, and Citibanamex embed these features into their credit card loyalty programs to boost usage and customer stickiness.

💡 Tip: Offer flexible reward types, like cashback, instant coupons, or surprise perks, to appeal to value-driven shoppers.

4. Gamification and tiers

Programs with levels, badges, and family or referral incentives keep users hooked for longer, enhancing customer relationships in the process. Mexican customers are responding well to gamified elements that make loyalty fun and goal-driven.

💡 Tip: Add simple gamification mechanics, like streak rewards, level upgrades, or quiz-based bonuses, to improve retention.

5. Data-driven personalisation is a game-changer

The most effective loyalty programs in Mexico use data to deliver hyper-personalized experiences. Whether it's suggesting relevant products, offering birthday rewards, or geo-targeting promotions, tailored interactions significantly boost customer lifetime value.

💡 Tip: Make sure your loyalty platform can track behavior and automate campaigns based on customer actions, not just transactions.

With a digitally engaged population and high smartphone usage, Mexico offers untapped loyalty market opportunities for both global brands and local retailers. 

Brands in key industries can leverage data, gamification, and omnichannel experiences and unlock substantial growth and differentiation.

Top 5 Loyalty Programs in Mexico

Mexico’s market is filled with dynamic and diverse loyalty programs that have proven their ability to drive engagement and foster long-term relationships.

Here are some of the most successful and innovative Mexican loyalty programs right now, and why they work so well in building strong customer loyalty in Mexico.

1. PAYBACK (Grupo Soriana)

As one of Mexico’s largest coalition loyalty programs, PAYBACK allows customers to earn points across a wide network of retail stores, online platforms, travel partners, and even fuel stations. Members can redeem points not only for discounts but also for products, services, and experiences.

Why it works:

PAYBACK succeeds by creating a broad ecosystem that integrates multiple consumer touchpoints, giving shoppers flexibility and choice in how they earn and redeem rewards, which reflects the loyalty market dynamics.

This coalition approach encourages customers to stay loyal not just to one brand but to an entire group, increasing overall engagement and repeat business.

2. Club Premier (Aeromexico Rewards)

Club Premier is a leading frequent flyer program that goes far beyond simply rewarding miles for flights. Members can redeem points for travelling, hotel stays, car rentals, exclusive experiences, and partner offers that appeal to Mexico’s travel-savvy consumers.

Why it works:

This program combines aspirational rewards with practical benefits, tapping into consumers’ desire for meaningful travel experiences. The tiered membership system and personalized offers keep members motivated to engage continuously, driving deeper emotional connections and loyalty.

3. BBVA Points

Integrated seamlessly with BBVA’s credit and debit cards, BBVA Points offers cashback, retail discounts, and travel perks that customers can access directly through the bank’s mobile app. It makes earning and redeeming rewards simple and convenient.

Why it works:

By embedding loyalty into everyday financial transactions, BBVA Points turns routine spending into opportunities for value. The convenience of mobile app management and real-time reward tracking makes it easier for customers to stay engaged, driving sustained customer loyalty in Mexico through financial benefits.

4. Mercado Puntos

Mercado Libre’s loyalty program, Mercado Puntos, rewards shoppers with perks like free shipping, early access to sales, streaming service discounts, and exclusive offers, all tailored to individual purchase behavior through advanced data analytics.

Why it works:

This program leverages rich consumer data to personalize rewards that truly resonate. By focusing on convenience and added value for online shoppers, Mercado Puntos keeps users actively engaged in the platform, enhancing retention and repeat purchases in Mexico’s growing e-commerce market.

5. Rappi Pro

Rappi Pro is a subscription-based loyalty program that offers free delivery, exclusive deals, and in-app rewards to keep customers returning to the popular delivery platform.

Why it works:

Rappi Pro taps into the convenience economy, offering instant and tangible benefits that justify the subscription cost. The seamless in-app experience and continuous stream of exclusive perks create a strong sense of membership and exclusivity, encouraging users to remain loyal.

These examples show how loyalty programs in Mexico are evolving to meet the demands of today’s consumers, offering flexibility, personalization, and real-time value in both international and regional markets.

Brands that understand and embrace these dynamics will be best positioned to stay ahead and build great customer retention not only on a country level, but also in Latin America.

How White Label Loyalty Supports Loyalty Success in Mexico

At White Label Loyalty, we help top companies in Mexico and beyond design smarter loyalty programs that are:

• Modular: Choose the features you need, from points and cashback to gamification and referrals.
• API-first: Seamlessly integrate with your existing systems, whether you're a retailer, fintech company, or hospitality brand.
• Event-driven: Reward any customer action, not just purchases, from app installs to social shares.
• Data-powered: Track real behavior and run personalized campaigns that drive results thanks to key performance indicators and market data.

We’ve helped global brands like PepsiCo achieve 100,000+ first party data events in 35+ campaigns, and extract valuable customer insights through tech such as our receipt scanning module.

Pepsico partnered with White Label Loyalty to create a dynamic and scalable loyalty program aimed at increasing repeat purchases, driving customer engagement, and improving data collection across various product lines and markets.

• PepsiCo's campaigns attracted over 15,000 active users, with more than 10,000 validated receipt uploads.
• The receipt scanning system captured over 100,000 first-party data events, providing valuable insights and a comprehensive understanding of customer behavior.
• PepsiCo successfully ran 35 campaigns simultaneously across multiple retailers in the Netherlands and Belgium, showcasing the platform's scalability.