By Petra Strobl, Germany Managing Director for Licensing International

How has the use of loyalty programs evolved? What influence do they have on purchasing behavior? And which factors are truly decisive? These are the questions addressed in the recently published Loyalty Report 2026 by Hello Again—a provider of customer loyalty apps—in which more than 2,000 consumers between the ages of 18 and 65 in Germany, Austria, and Switzerland were surveyed.

The results clearly show that loyalty programs offer measurable advantages for companies. The most significant finding: consumers spend an average of 27.9% more once they start using loyalty programs. This increase proves that well-implemented loyalty systems are a key factor in commercial success.

Deeply Anchored in Everyday Life

Loyalty programs have long been a firm part of everyday life for many people. In fact, 81.3% of consumers use bonus platforms or loyalty club apps at least occasionally. This shows that loyalty programs significantly shape consumption patterns.

With this high level of usage, expectations are also rising. Customers want benefits that truly fit their needs and offer tangible value. When implemented effectively, this pays off for companies. As mentioned, loyalty program participants spend nearly 30% more than customers without such a program. Furthermore, loyalty programs significantly influence how a brand is perceived. According to the report, these programs make companies appear more modern, accessible, and likable to their customers.

The Trend Towards Digital Solutions

The demand for modern, mobile solutions is higher than ever. According to the study, 73.8% of respondents would switch to a digital loyalty solution immediately. Along with digital accessibility, speed is a key factor. When using loyalty programs, 82.4% of customers expect benefits that are usable instantly. The rule is simple: the faster and easier the rewards can be accessed, the higher the motivation to make another purchase.

Regular Communication and Personalization

Communication is another pillar of a successful program. A significant majority of consumers (82.1%) expect regular updates from their favorite brands—at least once a week. However, the content of these messages must be relevant to the individual.

Besides simplicity, 62% of customers place great value on personalized benefits and individually tailored offers. Standard “one-size-fits-all” offers are increasingly losing their relevance. Furthermore, interactive elements are gaining ground: 42% of respondents enjoy using “gamification” features within bonus programs. This playful approach helps to maintain customer engagement over the long term.

Competitive Pressure and Market Loyalty

The competitive pressure is also evident in the data: a full 56% of respondents would be willing to take a detour or even switch to a different provider in exchange for more attractive loyalty benefits. This makes a strong loyalty program a central tool for protecting market share and preventing customer churn.

A Strategic Necessity for the GSA Market

In summary, the Loyalty Report 2026 confirms that loyalty programs have become a fundamental component of the consumer experience in Germany, Switzerland, and Austria. With an average spending increase of nearly 30% and an adoption rate of over 81%, these programs are essential to secure long-term market share. The data clearly shows that for companies in the GSA region, providing digital, fast, and personalized value is no longer just an option—it is a decisive factor in driving revenue and maintaining a modern, competitive brand image.