Loyalty Programs in Colombia: Trends & Top 5 Examples

Colombia’s loyalty landscape is undergoing rapid transformation. Big coalition networks, app-first global brands, and agile local players are all competing for a share of customer attention.

For brands and marketers, the question is no longer if to offer a loyalty program, but how to do it effectively, especially in a market like Colombia with its unique consumer behaviors and fast-rising digital adoption.

In this guide, you’ll find a market research snapshot, best practices, and profiles of the top five loyalty programs currently shaping Colombia’s loyalty economy.

Colombia loyalty market: an overview

The loyalty-programs market in Colombia is expanding rapidly. According to international market research reports, it’s projected to grow by about 19% annually, reaching US$361.7 million by 2025.

Looking further ahead, the same international and regional markets report forecasts a compound annual growth rate (CAGR) of 16.3% (2025-2029), pushing the market to around US $662.1 million by 2029.

Colombia’s loyalty landscape blends three main program models:

• Coalition or multi-brand networks, where retailers, banks, or convenience chains share infrastructure.
• Brand-specific programs, owned and operated by individual brands such as fashion labels or coffee chains.
• Sector-specific programs emerging in non-traditional categories like fuel, travel, and services.

Mechanically, most rely on familiar models (points accumulation, tier progression, and reward redemption) but digital integration now defines the difference between traditional and next-generation programs.

Colombians are increasingly digital consumers. Mobile apps and digital wallet integration are becoming baseline expectations. Yet, trust and transparency remain key challenges: when redemption is complicated or rewards feel low in value, engagement declines quickly.

LatAm studies show many consumers cite low perceived value as the top reason for abandoning loyalty schemes: a clear warning for marketers. Modern Colombian loyalty programs prioritise:

• Mobile-first UX (apps, QR, or wallet integration)
• Omnichannel data (POS + e-commerce connectivity)
• Advanced analytics for segmentation and personalization
• Flexible infrastructure to support multiple merchants

Best practices for Colombian loyalty programs

Building an effective loyalty program in Colombia requires more than simply giving out points. Colombian consumers are digitally connected, value trust and transparency, and expect experiences that fit their lifestyle.

Whether you’re a retailer, fuel brand, or fintech, success depends on how well you align your program with local preferences, mobile behavior, and meaningful rewards.

Below are the 10 best practices shaping successful loyalty strategies in Colombia today.

1. Deliver clear, instant value

Clarity is everything. Members should immediately understand what they earn and how to redeem it. A transparent, easy-to-grasp value exchange, such as “1 point per COP 2,000 spent”, drives confidence and participation.

Instant gratification also matters. Welcome bonuses, sign-up gifts, or instant discounts can dramatically boost initial engagement. For instance, Starbucks® Rewards Colombia offers a free drink for registration, encouraging app downloads and first transactions.

2. Prioritize a mobile-first experience

With over 70% smartphone penetration, Colombian consumers live in mobile ecosystems. Winning loyalty programs meet users where they already are: on their phones.

• Top-performing apps and mobile web portals should include:
• Seamless QR or NFC scanning for instant point collection
• Push notifications to deliver time-sensitive offers
• Geotargeted promotions to drive store visits

For example, ViveTerpel leverages its mobile app to reward fuel purchases and send nearby offers. Similarly, Starbucks Colombia built its program entirely around the mobile experience, ensuring easy onboarding and redemption.

3. Enable omnichannel integration

Colombian shoppers frequently move between physical stores, e-commerce sites, and WhatsApp channels. Programs that connect these touchpoints win more loyalty.

A unified member ID or digital wallet allows users to earn and redeem rewards anywhere. Retail giants like Cencosud and digital-native brands such as Monastery already offer seamless earning across multiple channels.

The result? Higher repeat purchase rates, richer data, and consistent brand engagement.

4. Localize for Colombian consumers

Localization goes far beyond translating an interface into Spanish. It means designing rewards and communications that reflect local spending patterns and cultural nuances. Consider:

• Tailoring offers for regional markets (Bogotá, Medellín, Cali, Barranquilla)
• Including rewards from local merchants or domestic travel experiences
• Supporting Colombian payment methods, like Nequi or Daviplata

Using colloquial tone, relatable imagery, and localized incentives helps members feel seen and valued, essential for emotional loyalty.

5. Build flexibility into program models

Not all loyalty programs need to be identical. In Colombia’s evolving loyalty landscape, flexibility is a competitive advantage.

• Adopt modular program architecture that can support:
• Standalone programs for individual brands
• Coalition or hybrid schemes, such as Puntos Colombia
• Shared infrastructures for cross-brand rewards

This adaptability helps brands scale, partner, and evolve without rebuilding from scratch. For loyalty tech providers, it’s an opportunity to offer white-label or API-based flexibility to clients in different sectors.

6. Personalize with data

Data-driven personalization transforms one-time buyers into loyal advocates. Using CRM systems and behavioral analytics, brands can:

• Segment users by recency, frequency, and monetary value (RFM)
• Trigger personalized offers or birthday rewards
• Recommend “next best” products or locations

Personalization increases engagement rates, redemption frequency, and emotional connection with the brand.

7. Design redemption for retention

Rewards are the heart of any program, but they must feel attainable and meaningful. Programs that take months to earn a small benefit quickly lose members.

Successful Colombian loyalty programs provide short-term wins (free coffee, instant fuel discounts) and long-term goals (exclusive experiences or premium perks). Examples include:

• Instant redemptions in app (Starbucks, Terpel)
• Catalogue or voucher systems (Puntos Colombia)
• Cash-back or points-as-currency models (Monastery)

8. Measure and optimize performance

To prove ROI and secure long-term investment, loyalty teams must track the right metrics. Go beyond sign-ups, focus on active engagement and incremental value. Key metrics to monitor include:

• Active member rate (monthly active vs. total members)
• Redemption rate (percentage of earned points redeemed)
• Average spend uplift (loyal vs. non-loyal members)
• Attrition by cohort (identify drop-off patterns)

Regular analysis helps refine rewards, improve UX, and strengthen retention strategies. Tools like customer data platforms (CDPs) or AI-based analytics can simplify optimization at scale.

9. Think ecosystem, not just program

Many of the most successful loyalty schemes in Colombia operate as ecosystems of value rather than isolated initiatives. Coalition programs like Puntos Colombia demonstrate the benefits of network effects: shared users, cross-brand visibility, and greater earning potential.

However, this requires careful coordination: aligning partner incentives and reward structures, defining data-sharing protocols transparently, and maintaining consistent brand and UX across channels.

Building a loyalty ecosystem transforms multiple disconnected efforts into one powerful customer engagement platform.

10. Ensure compliance and data trust

Finally, trust is non-negotiable. Colombian consumers are increasingly aware of market data privacy and expect brands to handle their information ethically. To maintain credibility:

• Comply with Colombia’s Law 1581 of 2012 (Data Protection Law)
• Obtain explicit consent for data usage
• Be transparent about how customer data informs personalization

In a country where digital adoption is rising but skepticism persists, trust equals loyalty. Programs that communicate privacy and value clearly will stand out in the Colombian market.

The top 5 loyalty programs shaping Colombia

Colombia’s loyalty ecosystem spans from national coalitions to nimble D2C and fintech players. Here’s what each teaches about success in this market.

1. Puntos Colombia

Created by Grupo Éxito and Bancolombia, Puntos Colombia has become the country’s benchmark coalition loyalty program. Shoppers earn points across a vast network of retail, banking, and service partners: a system that turns everyday transactions into a steady accumulation of value.

What makes it work is scale and convenience. A single loyalty currency used across multiple brands lowers friction for consumers and opens the door for smaller businesses to tap into a ready-made ecosystem without building one from scratch.

For brands, it’s a shortcut to reach and data. For customers, it feels like a shared national rewards economy.

2. Starbucks Rewards Colombia

When Starbucks Rewards officially launched in Colombia in May 2025, it brought its global app-first model to a market already familiar with points but hungry for experience. Members of this tiered loyalty program earn “Stars” for every COP 2,000 spent, progressing from the Green tier to Gold, where frequent visitors unlock free drinks and exclusive perks.

This program works because it’s clear, aspirational, and rooted in a sense of belonging. The app is beautifully designed, the tiers are easy to understand, and exclusive benefits are tangible: a free drink at just 50 Stars feels achievable. The onboarding journey (with a welcome reward for registering) turns first-time visitors into regulars.

Starbucks shows how a premium brand can use loyalty to reinforce its positioning, not through discounts, but through a sense of privilege and community.

3. ViveTerpel

Fuel brand Terpel S.A. took a fresh approach to a key sector: petrol stations. Its ViveTerpel program rewards drivers for every liter of fuel or convenience store purchase. Within just five months of launch, over a million users had joined through the dedicated app: a strong signal of consumer appetite in a traditionally price-driven market.

What makes it work is the emotional connection in a low-frequency sector. Terpel uses digital tools and gamified rewards to turn an otherwise routine purchase into an engaging experience. The program also extends to on-site convenience stores, creating more touchpoints for earning and redemption.

The lesson here: even in commodity categories like fuel, loyalty can thrive when technology and human insight intersect.

4. Monastery Loyalty

Local fashion label Monastery proves that loyalty doesn’t have to be complex to succeed. Its straightforward points system allows shoppers to earn automatically through the website or even WhatsApp orders: one point for every COP 10,000 spent, each redeemable for a COP 1,000 discount.

It works because it’s transparent and frictionless. The program mirrors how customers already shop, online, mobile-first, and conversational. There’s no need to download an extra app or carry a card; rewards are built directly into the purchasing flow.

For smaller, digital-native brands, Monastery shows that loyalty can be both intimate and efficient: a tool for deepening direct relationships without heavy infrastructure, understanding strategic initiatives for loyalty programs.

5. Puntos Cencosud

Retail giant Cencosud uses its Puntos Cencosud program across supermarkets and department stores, tapping into the natural rhythm of repeat shopping. Points accumulate quickly through everyday purchases, making it one of the most habit-forming loyalty programs in the country.

The model works because it aligns with high-frequency shopping behavior: consumers don’t have to wait long to see value. And by integrating across multiple retail brands within the group, Cencosud keeps customers circulating within its own ecosystem.

To maintain its edge, however, programs like this must evolve beyond simple points toward personalized rewards and exclusive experiences that prevent loyalty fatigue.