Loyalty in Benelux: Trends & Top Loyalty Programs

The Benelux region (Belgium, Netherlands, Luxembourg) loyalty landscape is shaped by consumer demographics, digital maturity, and evolving consumer attitudes. Loyalty here is dominated by personalised, mobile-first, value-driven programs tailored to local consumer behavior.

The region is shifting toward AI-powered personalisation, sustainability-driven rewards, and ecosystem-style loyalty apps. Brands that win focus on a clear value exchange, frictionless digital experiences, first-party data, and dynamic loyalty mechanics that move beyond points.

This post explains the key loyalty trends, top programs, and actionable best practices, plus how White Label Loyalty helps brands build next-gen loyalty in Benelux.

Why Benelux is a loyalty powerhouse

The Benelux region has some of the highest loyalty adoption rates in Europe, driven by strong grocery retail ecosystems, competitive e-commerce markets, and digitally mature consumers.

According to research, Belgium’s loyalty market is expected to grow 14.4 % annually to reach approximately $892.7 million in 2025 - a robust reflection of how loyalty spend is increasing in the country.

Over the longer term, the estimated market value of Belgian loyalty is forecast to expand to about $1.40 billion by 2029, with a compound annual growth rate of ~12 % through that period.

Three factors make Benelux especially interesting for brands:

1. High purchase frequency industries dominate (grocery, drugstores, e-commerce).
2. Consumers expect value + convenience: customer loyalty becomes a necessity, not a nice-to-have.
3. Brands are shifting from third-party cookies to first-party and zero-party data, making loyalty a critical acquisition + retention driver.

For companies operating in Benelux, a modern loyalty strategy is one of the clearest ways to increase repeat purchases, basket size, and customer lifetime value.

Top Loyalty Programs in the Netherlands

The Netherlands is one of Europe’s most digitally mature markets, with consumers who are highly price-sensitive but also eager to engage with innovative, app-based loyalty programs.

Dutch shoppers respond well to rewards that mix everyday utility with sustainability, reflecting the country’s progressive attitudes.

From grocery to travel, loyalty schemes in the Netherlands are increasingly gamified, insights-driven, and tightly integrated with mobile payment ecosystems.

Albert Heijn - Bonuskaart & AH App

Albert Heijn’s loyalty ecosystem is one of the most sophisticated in Europe, seamlessly connecting the Bonuskaart with a highly functional mobile app. Shoppers receive personalised weekly “Bonus” offers based on their purchasing behaviour, making the experience feel tailored and genuinely useful.

The app consolidates digital coupons, shopping lists, personalised discounts, and recipe suggestions, creating a genuinely integrated grocery experience.

Why it works:

Albert Heijn succeeds because it delivers personalisation at scale. Customers feel that the offers match their real preferences, and the app’s frictionless design encourages weekly engagement. With its large assortment, AH can constantly refresh relevant promotions, keeping the program dynamic and habit-forming.

Jumbo Extra’s

Jumbo focuses on simplicity, which is its greatest strength. The Jumbo Extra’s program requires customers only to scan their card or app at checkout to earn points and unlock exclusive offers. The mobile app extends this simplicity, providing easy access to deals, digital coupons, and rewards without overwhelming users.

Why it works:

Jumbo nails the fundamentals: make earning effortless, deliver value instantly, and ensure a consistent experience across channels. This clarity reduces friction, builds trust, and increases loyalty through usability alone.

bol.com Select

bol.com Select is a paid loyalty model designed for frequent shoppers. Members receive fast, free delivery, exclusive discounts, priority services, and convenience perks that justify the annual fee. The program creates a clear sense of premium membership, shaping customer expectations around speed and service.

Why it works:

Select works because the economics are compelling for loyal customers. The more they use it, the more value they extract, creating a positive feedback loop that increases purchase frequency and order size. It’s a textbook example of how paid loyalty can enhance retention, provided the benefits are genuinely meaningful.

Top Loyalty Programs in Belgium

Belgian shoppers expect seamless omnichannel experiences and clear value exchange, making the country a fertile ground for data-driven loyalty strategies.

With major supermarket and fuel operators setting high benchmarks, brands entering the Belgian market must prioritise mobile-first, personalised engagement.

Colruyt - Xtra App

Instead of focusing on a single brand, Xtra unifies multiple services under the Colruyt Group, from supermarkets to non-food stores and fuel stations. This gives customers one digital identity across the entire retail network, unlocking personalised promotions and savings across touchpoints.

Why it works:

Xtra succeeds by creating an ecosystem rather than a standalone program. Customers engage across an entire family of brands. Paired with ethical reward options and a clean app interface, the program feels both modern and meaningful, increasing long-term stickiness.

Delhaize & Carrefour Belgium

Delhaize and Carrefour deliver loyalty programs that focus heavily on weekly savings and smart personalisation. Their apps bring together discounts, digital coupons, promotional bundles, and shopping lists, helping customers plan their weekly shop more efficiently.

These brands have a strong emotional connection with Belgian households, which their loyalty programs reinforce.

Why they work:

These programs embed loyalty into routine grocery behavior. By linking rewards directly to everyday shopping and providing exclusive perks like personalised bundles, they reinforce brand affinity while offering consistent, practical in-store value.

Top Loyalty Programs in Luxembourg

Luxembourg’s small but affluent market size presents a unique loyalty environment shaped by a multicultural population and a strong cross-border workforce.

Consumers expect premium service and meaningful rewards, especially those that integrate smoothly into their busy, international lifestyles.

Loyalty programs that succeed in Luxembourg tend to prioritise simplicity, mobile convenience, and partnerships that extend benefits across borders.

Cactus, Auchan, and Delhaize Luxembourg

In Luxembourg, loyalty programs thrive on predictability and local relevance. Retailers like Cactus, Auchan, and Delhaize Luxembourg use simple point systems, digital vouchers, and straightforward weekly deals that appeal to the local community across diverse age groups and nationalities. These programs focus on steady, reliable value.

Why they work:

Luxembourg shoppers reward consistency. These programs succeed because they fit naturally into daily routines, offering rewards that accumulate quickly and can be redeemed with minimal effort. Strong local presence and familiarity reinforce trust, making shoppers less likely to switch retailers.