Best Loyalty Programs in Switzerland: Trends & Examples

Switzerland is home to one of Europe’s most mature and sophisticated loyalty markets. With digitally savvy consumers, high purchasing power, and strong brand trust, Swiss loyalty programs have evolved far beyond traditional point collection.

Today, the most successful loyalty programs in Switzerland combine digital-first experiences, hyper-personalization, sustainability incentives, and cross-industry partnerships.

In this article, we explore the best loyalty programs in Switzerland, key market trends and statistics, and best practices brands can adopt to stay competitive, with practical insights tied to modern loyalty technology.

Loyalty in Switzerland: market trends & key statistics

Loyalty programs in Switzerland are on a strong upward trajectory, and it’s no accident. As consumer expectations rise and brands invest more heavily in digital experiences, loyalty has become a serious growth lever rather than a nice-to-have.

Swiss Loyalty Market at a Glance

To put things into perspective, according to research:

• In 2024, the Swiss loyalty market was worth US$458.1 million
• By 2025, it’s expected to reach US$525.9 million, representing a 14.8% year-on-year increase
• Between 2020 and 2024, the market grew at a 16.6% CAGR
• Growth is set to continue, with a 12.4% CAGR forecast between 2025 and 2029
• By 2029, the market is projected to hit US$838.4 million

What’s especially interesting is that this growth isn’t driven by population size. Switzerland is a relatively small market, but a high-value one.

Swiss consumers care deeply about quality, relevance, and personalization, which is why loyalty programs that feel thoughtful and useful consistently outperform those built purely for scale.

Key loyalty trends in Switzerland

Several defining trends are shaping how loyalty programs operate across Swiss retail, travel, and services:

• Digital-first loyalty experiences: With smartphone adoption nearing 90%, mobile apps and digital wallets have become the primary loyalty interface.
• Hyper-personalization: Swiss consumers expect rewards tailored to their preferences, shopping behavior, and lifestyle.
• Sustainability-led engagement: Loyalty incentives increasingly reward eco-friendly purchases, donations, and responsible behaviors.
• Partnership ecosystems: Cross-sector loyalty models allow customers to earn and redeem rewards across retail, travel, telecoms, and financial services.
• Subscription-based loyalty: Paid loyalty tiers and memberships are gaining traction, especially in e-commerce and premium services.

These trends are expected to accelerate over the next 2–4 years as competition intensifies.

Top Loyalty Programs in Switzerland

Switzerland’s loyalty landscape is dominated by a small number of highly trusted, well-executed programs. What they all have in common is a clear value exchange, strong digital execution, and relevance to everyday life.

Migros - Cumulus

Cumulus is one of the most widely used loyalty programs in Switzerland, deeply embedded in the daily shopping habits of Swiss households.

Members earn points on everyday purchases across Migros supermarkets, online channels, and an extensive network of partner brands and services. Rewards are primarily issued as vouchers, making the value of points easy to understand and redeem.

Cumulus works because it is part of daily life. The program benefits from Migros’ high level of brand trust and combines frequent earn opportunities with a seamless digital experience. Its integration across retail, services, and partners keeps customers engaged well beyond a single shopping trip.

Coop - Supercard

Coop’s Supercard is another cornerstone of Swiss loyalty, offering customers Superpoints for purchases across Coop stores, online platforms, and a broad partner ecosystem. Points can be redeemed in multiple ways, from instant discounts and vouchers to gift cards or donations to social and environmental causes.

Supercard’s strength lies in its flexibility and purpose-driven options. By allowing customers to choose how their rewards are used, including sustainable and charitable options, Coop appeals to both cost-conscious shoppers and those motivated by values, all through a user-friendly app experience.

Swiss Miles & More

Miles & More is a coalition loyalty program that connects airlines, hotels, car rentals, and financial services under a single reward currency. In Switzerland, it plays a central role for frequent travelers, allowing members to earn miles not only through flights but also through everyday spending with partner brands.

The program delivers aspirational value. Travel rewards, status tiers, and premium benefits create strong emotional engagement, while cross-industry partnerships ensure that members can continue earning miles even when they’re not flying, reinforcing long-term loyalty.

Avec Bonus (Valora Group)

Avec Bonus is a mobile-first loyalty program designed for convenience retail, where purchases are frequent and decision-making is fast. The program uses digital stamps, instant rewards, and app-exclusive offers to encourage repeat visits across Valora’s convenience store network.

Its success comes from simplicity and speed. Avec Bonus fits naturally into quick, everyday transactions, rewarding habitual behavior without friction. The mobile-native approach makes participation effortless, driving high engagement in a high-frequency retail environment.

Subscription-Based Loyalty (e.g. Amazon Prime Switzerland)

Subscription loyalty models, such as Amazon Prime, offer Swiss consumers a bundle of ongoing benefits in exchange for a recurring fee. These benefits often include faster delivery, exclusive access to deals, premium content, or enhanced services across multiple touchpoints.

Swiss consumers are willing to pay for convenience, reliability, and premium experiences. Subscription loyalty shifts the relationship from occasional engagement to an ongoing commitment, creating predictable revenue for brands while delivering consistent, high-perceived value to customers.

Loyalty best practices for the Swiss market

To stand out in Switzerland’s mature and competitive loyalty landscape, brands need to go beyond points and discounts. The most effective programs are built around data, digital convenience, and experiences that feel genuinely relevant to customers.

1. Make personalisation feel truly personal

Swiss consumers expect loyalty programs to recognise who they are, not just how much they spend. Rewards, offers, and communication should reflect individual preferences, shopping habits, and lifecycle stages, and adapt over time.

Using behavioural data and intelligent segmentation, brands can personalise loyalty journeys in real time. This allows programs to move from broad campaigns to targeted rewards that feel timely, relevant, and genuinely useful.

2. Build loyalty around digital convenience

In a market with high smartphone penetration and strong e-commerce adoption, loyalty must work seamlessly across mobile apps, online stores, in-store POS, and digital wallets. Customers shouldn’t have to think about how to access their rewards.

An API-first approach supports smooth integration across digital and physical channels, helping brands deliver a consistent loyalty experience, whether customers are shopping online, in-store, or on the move.

3. Reward more than just spending

Modern loyalty programs in Switzerland increasingly recognise engagement beyond transactions. Actions such as sustainable purchases, referrals, app usage, feedback, or brand advocacy all contribute to long-term value, and should be rewarded accordingly.

With event-based loyalty mechanics, brands can reward virtually any customer action. This makes it easier to align loyalty incentives with broader business goals, including sustainability and community engagement.

4. Expand value through partnerships

Partnership-driven loyalty ecosystems are especially effective in Switzerland, where consumers value flexibility and cross-brand utility. Allowing customers to earn and redeem rewards across multiple partners increases perceived value and usage.

Your brand needs the right loyalty tech, supporting multi-partner and coalition loyalty setups and enabling brands to manage shared reward currencies, partner rules, and campaigns without unnecessary complexity, while maintaining a consistent customer experience.

5. Use tiers and subscriptions to deepen loyalty

Tiered benefits and paid memberships are gaining traction, particularly where convenience, premium service, or exclusivity is involved.

These models reward long-term engagement while creating more predictable revenue streams, and with the right tech yoy can launch and evolve premium loyalty models without locking your brand into rigid structures, supporting both experimentation and scale.