Looking for the best loyalty programs in Poland? In 2025, Polish consumers are more selective than ever - seeking rewards, personalization, and gamification. In this article, we explore the most popular loyalty programs in Poland, what makes them successful, and what trends are shaping the future of customer loyalty.

🔑 Key Takeaways

• 72% of Polish adults now report using at least one loyalty program - an 8 percentage‑point increase from 2023.
• Personalization (76%) and gamification (45%) are top loyalty trends in Poland.
• Brands must address data transparency, GDPR compliance, and sustainability to stay competitive.
   

Loyalty in Poland: Key Stats

Loyalty programs are a staple of the Polish retail landscape:

• The average Polish consumer is a member of 16.7 loyalty programs.
• However, only 6–7 programs are actively used, indicating a saturation of underperforming schemes.
• 73% of users are driven by discounts and rewards, while 64% say loyalty programs encourage them to spend more.
   

To succeed in this landscape, brands must create loyalty strategies that are compelling, easy to use, and emotionally engaging.

Top Loyalty Programs in Poland (2025)

1. Moja Biedronka (Biedronka)

Biedronka’s loyalty program offers instant discounts, personalized coupons, and exclusive offers via a physical card or mobile app. Its simplicity and clear savings have made it one of Poland’s most widely used programs.
 

2. Lidl Plus (Lidl)

Lidl Plus is a popular app-based loyalty program across Europe and features:

• Weekly digital coupons
• Scratch-and-win games
• Personalized offers
• Digital receipts and store locators
   

Its sleek mobile experience combines tiered gamification and savings, helping Lidl retain millions of loyal shoppers. 

3. Orlen Vitay (Orlen Fuel Stations)

Orlen Vitay rewards both fuel and in-store purchases. Users collect points and redeem them for:

• Discounts on fuel
• Partner brand rewards
• Experiences (e.g., cinema tickets)
   

The program also supports eco-friendly fuel choices, aligning with sustainability trends.
 

4. Rossmann Club (Rossmann)

Rossmann Club is a favorite in the health and beauty sector. It offers:

• Personalized deals
• Member-only discounts
• Points accumulation for future savings
   

Its data-driven targeting delivers a highly personalized shopping experience that resonates with customers.
 

5. Kaufland Card (Kaufland)

Kaufland Card provides:

• Discounts on selected products
• Coupon activations via app
• Tiered benefits based on spend
   

Kaufland integrates gamification and mobile usability, positioning itself as a digitally mature grocery chain.
 

6. Żappka (Żabka)

Żappka, the convenience store chain's app-based program, stands out with:

• “Żapps” points for each purchase
• Instant rewards and redemptions
• AI-powered suggestions and deals
   

It’s a tech-first, hyper-personalized experience - leading the way in loyalty innovation for younger consumers

Challenges Facing Polish Loyalty Programs

1. Data Transparency
   Consumers expect clarity on how their data is used. Without it, trust erodes quickly.
    
2. Regulatory Compliance
   GDPR and other data privacy laws increase the operational complexity for brands running loyalty programs.
    
3. Sustainability Expectations
   More consumers are demanding green rewards, eco-conscious incentives, and CSR integration.

Loyalty Trends in Poland to Watch:

Leading Polish loyalty programs are embracing certain strategies to drive deeper engagement. In fuel and convenience, brands like Orlen Vitay and Żappka are going omnichannel - combining in-store rewards, eco-friendly perks, and geolocation-triggered offers to increase visit frequency and basket size. 
 

Meanwhile, grocery and FMCG giants like Lidl, Kaufland, and Biedronka are doubling down on app-driven savings, large-scale personalization, and gamified tools like Lidl Plus scratchcards to boost loyalty and return visits. 
 

And across the board, mobile apps are now the engine of modern loyalty in Poland - consolidating rewards, enabling real-time updates, and offering in-app games and tier tracking that keep customers coming back.

📌 Frequently Asked Questions

What motivates Polish consumers to join loyalty programs?
Primarily discounts, rewards, and personalized offers. Polish shoppers value tangible benefits and convenience.
 

Are mobile apps important for loyalty in Poland?
Yes; apps like Lidl Plus and Żappka show how essential mobile platforms are for loyalty engagement.
 

What are the biggest challenges for loyalty programs in Poland?
Balancing personalization with data privacy, GDPR compliance, and sustainable value offerings.
 

Which industries are leading in loyalty innovation?
Retail and fuel - with standout programs like Żappka, Lidl Plus, and Orlen Vitay.
 

What does the future of loyalty look like in Poland?
More AI, more gamification, and deeper integration of sustainability-related rewards.