Loyalty in the Nordics: Trends & Top 6 Loyalty Programs

The Nordics, a region synonymous with innovation, sustainability, and technological advancement, boasts one of the most mature loyalty markets globally.

With 78% of adults participating in at least one loyalty program, countries like Norway, Sweden, Finland, and Denmark lead the way in redefining how brands engage with their customers.

In this article, we explore the unique trends shaping loyalty in the Nordics and highlight the 6 best loyalty programs in the region.

Loyalty trends in the Nordics

1. High adoption rates

The Nordics have some of the highest loyalty program adoption rates globally: in some markets like Norway and Sweden over 80% of adults are members of at least one program. 

This high engagement can be attributed to the region’s digital-first approach and strong consumer trust in technology. Loyalty apps and digital passes are not just popular; they are expected by consumers.

• Why it matters: The high adoption rate indicates that consumers are willing to engage if brands provide value through loyalty initiatives. However, it also creates a saturated market where differentiation is critical.
• Example: Programs like ICA Gruppen in Sweden have embraced mobile apps for seamless user experiences, enabling personalized offers and contactless checkouts.

Opportunity: Brands entering the Nordic market need to innovate to stand out. Consider implementing features like AI-driven reward recommendations or integrating loyalty programs with card linking to streamline engagement.

2. Sustainability in loyalty

Sustainability is deeply rooted in Nordic culture, with consumers actively seeking eco-friendly products and services. Loyalty programs that incorporate sustainability initiatives resonate strongly.

Common features in Nordic loyalty programs:

• Sustainable rewards for choosing environmentally friendly options (e.g., discounts on sustainable products).
• Points systems encouraging sustainable behaviors like recycling or using renewable energy.
• Partnerships with environmental organizations to fund green projects.

Example: S Group in Finland rewards customers for sustainable purchases and integrates eco-conscious values into its loyalty program.

Opportunity: Loyalty programs can go beyond traditional incentives by encouraging eco-conscious behavior in gamified ways. For instance, a program could award points for using public transport, reducing carbon footprints, or switching to renewable energy providers.

3. Non-transactional loyalty

As loyalty markets mature, customers increasingly value emotional and experiential rewards over purely transactional benefits. Non-transactional loyalty focuses on deepening connections between brands and customers.

Key elements of non-transactional loyalty:

• Community engagement: Programs that foster a sense of belonging, such as exclusive events or community forums.
• Health and wellness integration: Linking loyalty programs with fitness or health tracking apps to reward healthy behaviors.
• Exclusive experiences: Offering members access to VIP events, behind-the-scenes experiences, or priority access to services.

Example: A potential partnership with apps like Strava or local Nordic fitness platforms could enable users to earn rewards for meeting activity goals.

Opportunity: Nordic brands can distinguish themselves by creating loyalty ecosystems that integrate seamlessly with daily life, prioritizing holistic experiences over discounts alone.

4. Gamification and Personalization

Gamification and personalization are key to keeping customers engaged in the Nordic loyalty market. 

By turning loyalty interactions into games or challenges, brands can foster a sense of fun and achievement. Personalization further enhances this by tailoring rewards to individual preferences.

Gamification tactics:

• Points for completing challenges, such as spending goals or community activities.
• Leaderboards to encourage friendly competition among customers.
• Milestone rewards that unlock higher tiers of benefits.

Personalization tactics:

• AI-driven insights to recommend rewards based on purchase history or preferences.
• Customized messaging and offers to create a sense of exclusivity.

Example: The H&M Member program personalizes the customer experience by tailoring offers based on shopping habits, while gamifying sustainable choices like recycling old clothes in-store.

Opportunity: Combining gamification with sustainability could be a powerful approach in the Nordics. For instance, rewarding customers with bonus points for completing eco-friendly challenges like reducing single-use plastics or adopting plant-based diets.

Country-specific insights

Before focusing on the best loyalty programs in the Nordics, let's dive into the specific cultural and market trends that shape customer engagement in Sweden, Denmark, Finland, and Norway.

Norway

Norway leads in loyalty program enrollment, with standout examples like Norwegian Reward, which offers CashPoints for flights and eco-friendly options. Coop Medlem, a community-focused program, provides flexible rewards tailored to customer preferences.

Sweden

Sweden’s advanced digital ecosystem supports loyalty innovation. Programs like ICA Gruppen excel in personalized, app-based engagement, catering to the needs of grocery shoppers.

Finland

Finnish loyalty programs often emphasize wellness and sustainability. For example, S Group integrates local cultural elements into its strategies, fostering strong customer relationships.

Denmark

Early adopters of loyalty apps, Danish brands like Danske Bank Reward+ combine financial incentives with eco-conscious rewards, aligning with the values of their customer base.

The best 6 loyalty programs in the Nordics

Here are the top loyalty programs setting benchmarks in Norway, Sweden, Finland, and Denmark.

1. Norwegian Reward (Norway)

An innovative airline loyalty program offering CashPoints for flights, car rentals, and eco-friendly travel options.

Norwegian Reward is the loyalty program of Norwegian Airlines. Members earn CashPoints on flights, car rentals, hotel bookings, and even everyday purchases through partner companies. 

Points can be redeemed for flight discounts, baggage upgrades, seat reservations, and other travel perks. Norwegian Reward also incorporates eco-friendly options, allowing members to support sustainable initiatives.

Why it works:

• Simplicity and versatility: The ability to earn and redeem points across multiple touchpoints makes it highly appealing.
• Eco-friendly focus: Aligning with the Nordic preference for sustainability enhances the program's appeal.
• Exclusive perks: Members enjoy valuable benefits like free seat selection and discounted flights, making frequent travellers feel rewarded.

Key insights:

• Programs targeting frequent travellers benefit from offering value beyond flights, such as partnerships with hotels and car rental services - check out our travel industry guide to learn more.
• Aligning rewards with regional values like sustainability fosters deeper loyalty.
• Flexible point usage enhances customer satisfaction and program engagement.

2. Coop Medlem (Norway) 

A community-oriented program where members earn points on purchases and enjoy personalized offers.

Coop Medlem is Norway’s largest multi-tenanted loyalty program, with over 1.7 million members. Customers earn points (known as bonus kroner) on purchases across Coop’s extensive range of stores. 

Members also receive personalized offers, annual dividends, and access to special deals.

Why it works:

• Community ownership: Members are stakeholders in the cooperative, creating a sense of belonging and trust.
• Personalization: Tailored offers based on purchasing behaviour ensure relevance and engagement.
• Financial benefits: The annual dividend payout makes members feel directly rewarded for their loyalty.

Key insights:

• Programs that combine community-focused elements with tangible rewards foster emotional and financial loyalty.
• Personalization and data-driven insights enhance engagement by offering relevant and timely incentives.
• Cooperative models appeal to consumers who value transparency and shared ownership.

3. ICA Gruppen (Sweden)

A leader in grocery loyalty with app-based rewards and personalized discounts.

ICA Gruppen’s loyalty program is one of Sweden’s most prominent, targeting grocery shoppers through a digital-first approach. 

Members earn points on purchases and gain access to personalized discounts and offers through the ICA app. The program also supports sustainable shopping by offering eco-friendly incentives.

Why it works:

• Digital-first strategy: A robust app experience makes enrollment, tracking, and rewards redemption seamless for digital-first businesses.
• Personalized offers: Discounts tailored to individual shopping habits increase relevance and engagement.
• Focus on sustainability: Rewards for choosing sustainable products align with Swedish consumer values.

Key insights:

• A strong mobile experience is essential for engaging tech-savvy Nordic consumers.
• Rewards programs in the grocery sector must balance transactional and emotional loyalty by offering everyday value and aligning with customer values.
• Programs that reward sustainable choices resonate well in environmentally conscious markets.

4. S Group (Finland) 

A sustainability-driven program that rewards customers for everyday spending while promoting eco-friendly choices.

S Group is a cooperative retail chain in Finland offering a loyalty program that rewards customers for everyday spending across groceries, fuel, dining, and more. 

Members earn "Bonuses," which are cashback rewards based on total monthly purchases. The program strongly emphasizes sustainability by promoting eco-friendly products and services, such as discounts on plant-based foods and renewable energy.

Why it works:

• Wide ecosystem of rewards: Members benefit from rewards across multiple spending categories, making the program highly versatile.
• Sustainability integration: The program incentivizes eco-friendly behaviours, resonating with Finland's environmentally conscious consumers.
• Community connection: As part of a cooperative, members have a stake in the organization, fostering loyalty and trust.

Key insights:

• Offering rewards across multiple categories increases customer retention by embedding the program into daily life.
• Sustainability initiatives can serve as a differentiator in loyalty programs, especially in eco-conscious markets.
• Cooperative models build emotional loyalty by creating a sense of shared purpose and mutual benefit.

5. Danske Bank Reward+ (Denmark)

Combines financial benefits with rewards for sustainable behaviours. Danske Bank Reward+ is a financial loyalty program that combines traditional banking benefits with sustainable rewards. 

Customers earn points for everyday transactions, card usage, and engagement with the bank’s digital services. 

These points can be redeemed for discounts on green products, donations to environmental causes, or lifestyle benefits such as gym memberships.

Why it works:

• Financial incentives: Rewarding customers for everyday banking activities strengthens brand loyalty.
• Sustainability alignment: The focus on eco-friendly rewards appeals to Denmark’s progressive values.
• Digital integration: The program leverages digital tools for seamless point tracking and redemption, enhancing user convenience.

Key insights:

• Combining financial services with lifestyle rewards creates a unique value proposition for banking customers.
• Eco-friendly rewards and charitable donation options resonate with customers who prioritize social responsibility.
• Digital tools are critical for modern loyalty programs, offering ease of use and real-time engagement.

6. H&M Member (Pan-Nordic)

Focuses on sustainable fashion, offering exclusive deals and rewards tailored to individual preferences.

H&M Member is a loyalty program available across Nordic countries and beyond. Members earn points on purchases and gain access to exclusive discounts, early access to sales, and special events. 

The program emphasizes sustainable fashion, offering points for recycling old garments and promoting conscious shopping habits through special rewards for eco-friendly product lines.

Why it works:

• Sustainability focus: Rewarding recycling and conscious shopping aligns with Nordic consumer values and promotes brand loyalty.
• Exclusive experiences: Members enjoy perks like early access to collections and VIP events, fostering a sense of exclusivity.
• Personalized offers: Tailored discounts and recommendations enhance the shopping experience.

Key insights:

• Incorporating sustainability into loyalty programs aligns with evolving consumer expectations, especially in fashion.
• Exclusive access and personalized offers make customers feel valued, driving repeat engagement.
• Rewarding eco-conscious behaviors not only builds loyalty but also strengthens brand reputation as a responsible retailer.