Whenever a new study on customer loyalty is published, the same thing usually happens. The most striking percentages find their way into presentations, and people are quick to draw sweeping conclusions from them. This is exactly where it’s worth taking a second look.
The DACH Loyalty Report 2026 provides many clear insights. We’ll walk you through them using Germany and Austria as examples: What do the numbers show, where should you look more closely as you read, and what specific actions can you take based on this information? By the end, you’ll have a solid foundation for making decisions about your loyalty program.
Who was surveyed—and what does that mean for you?
Before we talk about percentages, it’s worth taking a look at the basis for the data. After all, how a study was conducted determines what questions it can answer. The report is a public opinion survey, not an analysis of health insurance data. It therefore reflects what people say and expect.
This is valuable because expectations determine whether a program is accepted. However, it doesn't replace looking at your own numbers. Together, these two perspectives provide a reliable picture.
| Characteristic | Germany | Austria |
|---|---|---|
| Respondents | more than 1,000 consumers | more than 500 consumers |
| Age group | Ages 18 to 65 | Ages 18 to 65 |
| Survey Period | December 3–11, 2025 | December 3–11, 2025 |
| Representative of | the German population | the Austrian population |
| Type of Data | Self-reported information from respondents | Self-reported information from respondents |
A Direct Comparison of Germany and Austria
The report was analyzed separately for both countries. This is useful because it lets you see how stable a signal really is. Where the values are close to each other in both countries, you can rely on them. Where they diverge, it’s worth taking a closer look at your market.
| Statement | Germany | Austria | Reading Note |
|---|---|---|---|
| Expect rewards you can redeem right away | 80 % | 87 % | Very stable signal; pace determines the bonus amount |
| I would like to be notified of special offers at least once a week | 84 % | 83 % | Refers to information, not to advertising pressure |
| Would switch from a physical card to a digital solution | 73 % | 74 % | DACH average: 73.8 % |
| Expect personalized, customized offers | 62 % | 55 % | Expectation of compliance, not consent to more data requests |
| Will go out of their way for a store with a loyalty program | 55 % | 56 % | Statement of Intent in the Questionnaire |
| Has been spending more since using the program | 30 % | 28 % | Self-assessment; not a measured book value |
| Enjoys or really enjoys using game mechanics | 42 % | 38 % | Additional lever, not a required component |
It is striking how similar the two countries are on the major issues. Immediate benefits, desire for communication, and willingness to switch all point in the same direction. When it comes to personalization, the gap is wider: Expectations in Germany are significantly higher than in Austria.
The 5 Most Important Takeaways—and What You Can Learn From Them
Now let's dive deeper. For each insight, we'll ask ourselves the same three questions: What does the number tell us? Where is it worth taking a closer look? And what will you put into practice tomorrow?
1. Immediate benefits are what matter—not the amount of the premium
80 of the German respondents (%) and 87 of the Austrian respondents (%) expect rewards that can be redeemed immediately.
A Closer Look: The number doesn’t suggest that loyalty programs have run their course. It says something about waiting time. If customers don’t see their first benefit until after their tenth purchase, they’ll lose interest along the way. The technical term for this is “time to first reward”—that is, the time until the first reward is earned.
Your next step: Build a small, immediate perk right into the sign-up process. A welcome coupon, a free drink, or a starting credit balance will do. After that, the points system can certainly be designed for the long term. We’ll show you how to calculate both accurately in our post on Points, Rewards, and Minimum Spend.
2. Loyalty Programs Influence Route Choices
58 % of German respondents deliberately choose stores with loyalty programs. 55 % in Germany and 56 % in Austria are even willing to go out of their way to do so. And about 30 % say they’ve been spending more since joining a program.
A closer look: The figure for additional spending is a self-assessment, not an actual amount measured at the register. It indicates a trend, not a sales promise. The detour is also initially an intention stated in the questionnaire. Both remain meaningful, however, because the results are nearly identical in both countries.
Your next step: Measure the impact using your own data. Compare the frequency of visits and total sales for members and non-members over a three-month period. This will give you a reliable figure for your business, rather than relying on data from a study.
3. There is a strong desire for communication—but relevance remains the key factor
84 % in Germany and 83 % in Austria would like to be informed about special offers at least once a week. In Austria, 65 % prefer digital channels, while in Germany, email newsletters are the most popular option, with 30 % choosing this method.
A closer look: The desire for information is not the same as a willingness to read just any advertisement. The number represents permission for frequency, not for randomness. As soon as the content doesn’t resonate, the open rate drops faster than the unsubscribe rate rises—and you lose the channel.
Your next step: Use this permission, but stagger it. A weekly schedule for active members, a monthly one for inactive contacts. Automated messages about birthdays, point balances, or expiring coupons help maintain frequency without overburdening your team. You can find real-world examples in our post on Marketing Automation for Customer Retention.
4. Many people expect personalization—but it doesn’t require large amounts of data
62 of the German respondents (%) and 55 of the Austrian respondents (%) expect offers tailored to their needs. This is one of the few areas where there is a clear difference between the two countries.
A closer look: The focus is on relevance, not on data collection. The number does not imply any obligation to extend the registration form. On the contrary: Every additional required field costs sign-ups. In most cases, the date of birth, store location, and purchase history are sufficient for highly relevant communication.
Your next step: Start with three segments—that is, three groups of your customers: new sign-ups, active regulars, and dormant contacts. Send each group a personalized message. You can add more depth later, for example, with RFM segmentation.
5. The plastic card has passed its peak
73 % in Germany and 74 % in Austria would switch from a physical card to a digital solution. The DACH average is 73.8 %. In addition, 42 % in Germany and 38 % in Austria enjoy or really enjoy game mechanics.
A closer look: A willingness to switch doesn't automatically translate into switching behavior. There's a hurdle between intention and implementation. That's exactly why the rollout determines whether the 73 % will be a hit with you—and not the technology alone.
Your next step: Link the switch to a special occasion and an incentive. Existing cardholders will have their point balances carried over and receive a bonus for switching. A transition period that includes both formats prevents losses. Find out which solution is right for you with our comparison of loyalty solutions.
The Interpretation Guide at a Glance
You can bring this overview right into your next meeting. It distinguishes between evidence, limits, and action.
| Insight | What the number shows | What it doesn't show | Your Next Step |
|---|---|---|---|
| Immediate Benefits (80 % / 87 %) | The waiting period until the first reward is a disqualifying factor | That point systems no longer work | Include an immediate benefit upon registration |
| Purchase Decision (58 % DE, Detour 55 % / 56 %) | Programs influence the choice of business | A measurable impact on revenue | Compare the frequency and total amount of transactions by members versus non-members |
| Communication (84 % / 83 %) | Authorization for Weekly Updates | A free pass for any kind of advertising | Vary Frequency Based on Activity, Automate Events |
| Personalization (62 % / 55 %) | Expectations Regarding Suitable Offers | A Request for More Data Fields | Start with three segments; keep the form brief |
| Digitization (73 % / 74 %) | A High Level of Openness to the Change | That the change happens on its own | Plan the transition, including the reason, bonus, and transition period |
| Game Mechanics (42 % / 38 %) | A significant portion of them enjoy using it | That all target audiences respond to it | Test a simple element; evaluate its use |
From Report to Program: Your Checklist
The findings can be organized into a clear sequence. Each step yields a result that you can verify.
| Step | What You Do | How to Recognize Success |
|---|---|---|
| 1. Set a goal | Define a primary goal: frequency, total sales, or recovery rate | Everyone on the team shares the same goal |
| 2. Create an Immediate Benefit | Unlock the reward right when you sign up | Percentage of Redeemed Welcome Benefits |
| 3. Shorten data fields | Reduce the registration form to the necessary fields | Dropout Rate in the Registration Process Declines |
| 4. Create three segments | New, active, quiet—each with its own appeal | Open rates vary by segment |
| 5. Pace Your Communication | Weekly for active contacts, monthly for inactive contacts | Churn rate remains stable |
| 6. Plan the transition | Import the card inventory; set the bonus and transition period | Percentage of activated digital accounts |
| 7. Adjustments | Monthly Review with Three Key Metrics | At least one change per month is derived |
What This Means for Digital Loyalty Programs
Reward Immediately
Points, coupons, and rewards are automatically credited and activated. You’ll receive your first reward when you sign up, not after your tenth purchase.
Communicate Effectively
Automated messages about birthdays, point balances, or expiring gift cards help maintain engagement without tying up your team.
Personalize with just a little data
A centralized customer data management (CRM) system consolidates purchase history and customer segments. This means that only a few fields are needed to generate relevant offers.
Reading Numbers in Their Original Form
You can find all sections of the report—from premiums to personalization to generational differences—in the white paper.
Conclusion: You set the standard
The DACH Loyalty Report 2026 paints a consistent picture across both countries. People are open to loyalty programs, they want to be kept informed, and they’re ready to go digital. That’s good news for anyone who takes customer loyalty seriously.
At the same time, it’s important to remember that a study’s findings are merely a guide, not a precise roadmap. Those who view the findings as a general direction and supplement them with their own data will more quickly develop a program that customers actually use.
FAQ: Frequently Asked Questions About the DACH Loyalty Report 2026
Who is behind the DACH Loyalty Report 2026?
The report is published by hello again, a provider of digital customer loyalty solutions based in Upper Austria. The Austrian analysis was conducted in collaboration with the Austrian Retail Association. The survey included consumers between the ages of 18 and 65—more than 1,000 in Germany and more than 500 in Austria. The survey took place from December 3 to 11, 2025, and is representative of the population of each country.
Should I send out a newsletter every week now?
Not automatically. The 84 % figures show that weekly updates are desired—provided the content is relevant. A tiered frequency makes more sense: active members receive weekly updates, while inactive contacts receive monthly updates. Automated triggers such as birthdays, point balances, or expiring vouchers add relevance to the frequency rather than creating additional advertising pressure.
How much data do I need for personalization?
Significantly fewer than many people assume. To get started, all you need is the customer’s date of birth, primary store, and purchase history. This allows you to offer birthday perks, store-specific promotions, and recommendations based on past purchases. On the other hand, every additional required field on the sign-up form reduces the number of sign-ups. Fewer fields used consistently are better than many fields that aren’t analyzed.
Can I apply the figures in the report to my industry?
As a general trend, yes; as a target value, no. The report is representative of the general population in Germany and Austria, not of a single industry or customer base. If your target audience is significantly younger, older, or more specialized, the figures will shift. For specific industries such as the restaurant industry, bakeries, fashion retail, or pharmacies, there are additional analyses available here.
How can I tell if my program actually works?
The best way to do this is by comparing your own data. Compare the visit frequency and average receipt total of program members with those of non-members over a period of at least three months. Add an activity metric, such as the percentage of members who have made at least one purchase in 90 days. These three metrics are sufficient for a monthly review.
