Top 7 Loyalty Programs in the Netherlands 2025

Looking for the best loyalty programs in the Netherlands? You’re in the right place. This list breaks down the top Dutch rewards programs that keep customers loyal.

Projections indicate that the loyalty market in the Netherlands will expand to $1.28 billion by 2029, reflecting a strong growth rate. 
 

What’s behind the growth? Brands are connecting the dots across in-store, online, and mobile, making it easier for customers to earn and use rewards wherever (and however) they shop.
 

Let’s take a look at the top Dutch loyalty schemes for 2025…

1. Air Miles Netherlands

Air Miles is the largest coalition loyalty program in the Netherlands, with over 3.3 million active members. If you’re looking for a loyalty program that works across multiple brands, Air Miles is hard to beat. It’s one of the most widely used loyalty schemes in the Netherlands, with popular partners like:
 

• Albert Heijn (supermarket)
• Shell (fuel)
• Etos (pharmacy)
• Praxis (DIY)
• MasterCard (payments)
• Essent (energy)

Participants can earn points at these retailers and redeem them for discounts, gifts, or experiences. It’s a classic coalition loyalty model that’s stood the test of time.
 

Best for: Everyday spending across big brands

2. Albert Heijn Bonuskaart

If you live in the Netherlands, there's a high chance you already use the Albert Heijn Bonus Card. With over 7 million active users, it’s one of the most popular loyalty programs in the country - and for good reason.
 

Users get bonus deals and exclusive member-only offers, so it’s a no-brainer if you shop there regularly.
 

What makes it so popular?

• No complex points collection or app usage necessary - just scan for instant savings.
   
• Personalized offers based on your purchase habits.
   
• Customer can link their Air Miles card to the Bonus Card and earn automatically.
  
   

Best for: Smart grocery shoppers looking for instant value

 

3. HEMA Retail Loyalty App
 

Beloved Dutch retailer HEMA offers a loyalty program seamlessly integrated into its mobile app, enhancing the shopping experience by offering the following benefits:
 

• Welcome Bonus: New members receive a 10% discount and 25 points upon joining.
   
• Personalized Offers: The app provides an overview of current deals, points, vouchers, and brochures, giving members plenty of opportunities to save money.
   
• Points mean prizes: When customers scan the app during purchases, they can accumulate points redeemable for discounts and limited-edition products. ​
   

The HEMA app, recognized for its user-friendly design, combines loyalty and e-commerce functionalities for higher customer engagement and conversion.

Best for: Online & mobile shoppers who want access to exclusive deals

4. Etos Extra

Etos, a prominent Dutch drugstore chain, offers the Etos Extra loyalty program, providing members with tailored benefits and exclusive deals. 
 

With My Etos, customers get:

• €2.50 welcome discount
  
   
• 10% off Etos brand products*
  
   
• Birthday discount (because who doesn’t love a treat?)
  
   
• Extra savings with My Miles and digital savings stamps
   

Best for: Shoppers looking for special discounts and extra savings on essentials

5. Jumbo Extra’s App

Jumbo, the Netherlands' second-largest supermarket chain with a market share of approximately 22%, offers the Jumbo Extra’s loyalty program. With the Jumbo app, members collect points with every purchase, redeemable for discounts, donations, or exclusive experiences. 
 

The program also incorporates gamification, such as collectible cards and purchase milestones, to keep customers engaged. 

Best for: grocery customers who want to turn everyday grocery shopping into a rewarding game experience

6. Bol.com Select

Bol.com is a leading e-commerce platform that serves over 10.5 million active customers in the Netherlands and Belgium. The online store offers a paid, members-only loyalty program. Membership grants benefits like free next-day delivery, exclusive discounts, free returns and early access to sales.

Best for: frequent Bol shoppers who are willing to pay for exclusive perks

7. ING Points

ING Bank runs a rewards program with over 4.5 million participants. It’s available to customers with a checking account, and it rewards users for banking activity.
 

You can earn rewards for things like:

• Using your debit card
   
• Credit card spend
   
• Opening savings accounts
   
• Taking out a mortgage
   
• Insurance payments
  
   

So - you can earn points without doing anything ‘extra’. Points can be exchanged for everything from gadgets and gift vouchers to days out. 
 

Best for: Banking customers who want to earn rewards for everyday activities

💡 More and more banks and financial businesses are building stronger, stickier relationships with customers by rewarding them for things they already do. It’s a smart way to increase retention in an industry where switching benefits are highly attractive. 
 

💡 With an event-based loyalty engine, businesses can reward any customer action - not just transactions. That means you can incentivize exactly the behaviour you want to drive at any given moment, whether it’s app downloads, referrals, surveys, or something else entirely.