Food retail chains are one of the sectors in which loyalty schemes aimed at end consumers are most commonly organised. In Poland, as many as 14 well-known chains run various long-term schemes that reward customers for regular purchases. This is intended to foster consumer brand loyalty.

Loyalty schemes in the food retail sector

The text below discusses the following topics:

• Which supermarket chains operating in Poland run a loyalty scheme?
• What is the nature of loyalty schemes in this sector?
• Do the programmes only work online, or do they also work offline?
• Can points earned through loyalty schemes be used to pay for purchases?
• What is the level of incentives in food retail programmes?
• Which loyalty schemes use a mobile app?

 For the purposes of the study, the loyalty schemes of the above retail chains were analysed

The role of a mobile app in a loyalty scheme

All loyalty schemes All grocery chains operating in Poland have a mobile app, with just one exception. Statistics from the Google Play Store clearly show that the apps for chains such as Biedronka, Carrefour, Lidl, Tesco and Żabka have been downloaded by over 0.5 million users.

In most cases, registration for the programme takes place via the mobile app. It also acts as a virtual card, provides access to your points balance, and enables geolocation to check for dedicated limited-time offers. In some cases (e.g. Auchan Skarbonka), the app also provides information on purchase history or allows users to view transaction records for online purchases (e.g. Mój Carrefour).

There is a growing number of loyalty schemes that do not offer access to the scheme’s features via a website. All interactions with members take place via mobile apps.

The nature of loyalty schemes

Usually, supermarket loyalty schemes combine a points-based system with discounts (e.g. Moja Biedronka). This means that every purchase earns points, which can be exchanged for discounts. Often, you gain access to discounts simply by signing up to the scheme.

Three of the programmes on the list are typically points-based: Żabka – Żappka, E.Leclerc – Loyalty Card and Hitpol – Good Customer Programme, whilst two are discount-based: Lidl – Lidl Plus and Polomarket – POLOkarta. Auchan – Auchan Skarbonka, on the other hand, is operated on a money back.

This breakdown clearly illustrates the general trends in the Polish loyalty scheme market. The market is dominated by points-based schemes, discount schemes and hybrid schemes (which incorporate both types of customer rewards).

Incentive coefficients

The incentive ratio is the quotient of the market price of the reward offered to participants in a loyalty scheme and the amount of money that must be spent to obtain it. For example: if a customer has to spend 100 zł (gross) to receive a reward worth 1 zł (gross), the incentive ratio will be (1 zł/100 zł) x 100% = 1%. The reward in loyalty programmes takes the form of a discount or a sum of money back in nominal terms.

Details regarding this calculation method are set out in a separate test, available HERE.

According to calculations, the average incentive coefficient in the food retail sector stands at just over 1% for loyalty schemes. Significantly higher values for this coefficient are observed in the case of discount and points-and-discount schemes, such as those run by Biedronka and Polomarket.

The validity period of points and discount offers in loyalty schemes

It is certainly possible to compare the loyalty schemes of different chains across a range of criteria, but the validity period of points is a more complex issue. Approaches to this issue vary so widely that it is difficult to draw general conclusions or identify any trends. For this reason, it is easiest to discuss a few examples.

Under the Żabka (Żappka) loyalty scheme, points are valid for a period of 3 months. If points are earned by the end of October in a given year, they must be used by the end of that calendar year at the latest. If no purchase is made by scanning the participant’s ID within 3 months of the date of the last purchase, the accumulated points will be forfeited. Furthermore, the account is deactivated if the customer remains inactive for a period of more than 12 months.

The Topaz chain, on the other hand, sets the validity period for points at up to 18 months. However, if no transaction is recorded using the TOP Card within 12 months, the account is deactivated. In the Tesco Clubcard scheme, this period is 24 months, whilst in the POLOkarta scheme it is only 6 months.

Each discount offer also has a strictly defined period of validity.

Which programme stands out the most on the market?

An in-depth analysis shows that by far the most innovative loyalty scheme is the one offered by the Lidl chain, namely Lidl Plus. It stands out thanks to its contactless payment feature, Lidl Pay, which is particularly useful during the pandemic. Not having to use banknotes or enter a PIN on the terminal significantly reduces the risk of the virus spreading.

E-receipts – virtual versions of receipts issued for purchases made via the mobile app – are another interesting feature. They are stored within the app, in the participant’s account tab.

It is also worth mentioning the ‘My Carrefour’ programme, as it applies to online shopping too. Interestingly, the chain also runs additional programmes tailored to specific groups of customers, namely the ‘Family Card’ and the ‘Senior Card’.

The Scan&Go feature is also very useful. The app allows you to scan barcodes using your smartphone’s camera. This adds the products to your virtual basket, so you can see the total amount due for your entire shopping trip straight away. You can then go to the till and pay by cash, card or the Masterpass e-wallet. All you need to do is generate a special code in the app, which is available when you click the „Finish shopping” button.

Another interesting aspect is the progressive nature of the points system. For purchases worth between 1 gr and 9.99 zł, you receive 1 point, and every further 10 zł spent earns you 3 points.

Each of the programmes analysed offers some interesting solutions. It is certainly also worth noting, for example:

• Auchan Money Box – the option to pay for the entire range of products in the shop using the cash you have collected;
• Tesco Clubcard – the loyalty scheme is valid for online shopping;
• E. Leclerc Loyalty Card – a high incentive ratio, exceeding as much as 1.5%;
• The Polomarket POLOkarta – offering high discounts, often exceeding 30%.