Top 5 Ideas We Love from Loyalty Programmes in Europe

As customer expectations continue to evolve, brands are looking beyond traditional points-based schemes to create more engaging and meaningful loyalty experiences. In this blog, I explore the top 5 ideas we love from Loyalty Programmes in Europe, highlighting how leading brands are using loyalty strategy to drive customer engagement, retention and long-term brand affinity.

From sustainability initiatives to gamified experiences and fan-led communities, here are five loyalty ideas we think brands are getting particularly right.

When loyalty is aligned with a wider purpose, rewards feel more meaningful and customers have a clearer reason to engage beyond discounts alone, helping to create deeper emotional connections. These loyalty programmes use rewards to reinforce the behaviours and values the brand wants to champion, strengthening both customer engagement and brand affinity.

Club Carrefour is a strong example of value-led loyalty. The programme supports Carrefour’s “Act for Food” initiative by offering permanent discounts on fresh produce and organic products, encouraging healthier and more sustainable purchasing habits.

Members receive:

• 10% discounts on fresh and organic products
• Increased discounts for Carte PASS holders
• A simple and tangible value exchange tied directly to behaviour

Rather than separating loyalty from brand mission, Carrefour uses its programme to reinforce broader corporate objectives and make healthier choices more rewarding.

Co-op Membership demonstrates how loyalty can reinforce community values. As a co-operative business, the programme also gives members a stake in the organisation while rewarding everyday purchases and supporting local initiatives.

Members benefit from:

• A share of profits is used to support local products and community initiatives
• Rewards for sustainable choices
• Lower prices on everyday essentials
• Exclusive discounts on Co-op funeralcare, insurance, and legal services
• The ability to vote on business issues at Annual General Meeting

Rather than simply communicating sustainability commitments, brands are increasingly using loyalty programmes to encourage sustainable behaviour.

Rewarding sustainable actions can build emotional loyalty, increase customer retention, and demonstrate a brand’s values beyond the product it sells. This approach helps turn sustainability from a brand message into a shared commitment between the brand and its customers.

Decathlon rewards sustainable behaviours such as:

• Buying second-hand products
• Using rental services
• Trading in unwanted gear
• Repairing equipment

Members can earn double points for sustainable actions, helping position the programme around responsibility rather than transactions alone.

SAS’s “Conscious Traveler” programme rewards members for sustainable travel choices, including:

• Adding SAF/biofuel to bookings
• Donating points to charities
• Choosing lower-waste travel options
• Buying “conscious products”

Members who complete sustainability-focused actions receive EuroBonus points and status-related rewards.

By creating a sense of belonging, brands can foster deeper emotional connections with customers, leading to greater loyalty and increased customer lifetime value.

These programmes show authenticity by rewarding participation, engagement and community involvement, rather than focusing solely on spending. By recognising emotional investment alongside transactional behaviour, brands can build stronger and more meaningful customer relationships.

IKEA Family creates a sense of community through shared experiences, practical benefits and opportunities for members to engage with the brand beyond the checkout.

• Members benefit from free IKEA workshops and events designed to improve life at home.
• Members also receive access to in-store benefits such as complimentary tea or coffee, helping turn stores into community spaces.

These programmes showcase how loyalty can create a sense of belonging, rewarding customers for participation rather than purchases alone.

The programme aims to bring fans closer to the team, whilst rewarding behaviours they are already engaging in, including:

• Consuming content
• Following social channels
• Predicting race results

In return, members unlock rewards ranging from digital content and signed merchandise to exclusive team experiences and race weekend access.

The Paddock creates a strong sense of belonging by making fans feel recognised, involved and connected to the team, turning engagement into emotional loyalty.

Gamification is increasingly being used to turn passive members into active participants.

By introducing challenges, rewards and interactive experiences, brands can encourage repeat engagement, strengthen emotional connections and keep customers interacting with their platforms for longer. Gamification also provides valuable opportunities to collect first-party data whilst enhancing the overall customer experience.

Partnerships are helping loyalty programmes become more relevant to customers’ everyday lives by expanding where and how rewards can be earned and redeemed.

For brands, they provide access to new audiences, valuable data opportunities, and shared costs, while also increasing the overall appeal of the programme.

For consumers, partnerships create more flexible, useful and seamless experiences that align with their daily behaviour, making rewards feel more accessible and valuable.

Their partnership provides more ways for members of both programmes to earn rewards through travel. Members who link their Miles & More and Marriott Bonvoy accounts will earn points towards frequent flyer status and enjoy exclusive hotel benefits.

By partnering with Vision Express, Vodafone extends its loyalty proposition beyond telecommunications and into everyday lifestyle needs. Members gain access to exclusive discounts on eyewear, adding practical value that goes beyond Vodafone’s core products and services.

For Vision Express, the partnership provides access to Vodafone’s large customer base, helping drive footfall, increase customer acquisition and generate demand through exclusive member offers.

The examples above represent some of the most innovative approaches to customer loyalty across the region.

To explore the latest trends, consumer expectations and loyalty strategies shaping the European market, download our latest white paper, Understanding Loyalty in Europe 4.0.

What we love from Loyalty Programmes in Europe demonstrate how the role of loyalty is changing. Rather than focusing solely on transactions, leading brands are creating programmes that reward behaviour, support sustainability goals, foster communities, and deliver more personalised customer experiences.

Whether through value-led loyalty, sustainability incentives, community engagement, gamification, or strategic partnerships, these examples showcase how European loyalty programmes are evolving to meet changing customer expectations.

For brands looking to strengthen customer loyalty and drive long-term engagement, the top 5 ideas we love from Loyalty Programmes in Europe provide valuable inspiration for building more relevant, rewarding and emotionally engaging loyalty strategies.