Three years ago, in the first DACH Loyalty Report, we showed you what customers expect from a good loyalty program. A lot has changed since then: New technologies, shifting expectations, and an overall more mature market are shaping customer loyalty in the DACH region.
For the DACH Loyalty Report 2026, we partnered with the market research firm marketagent to survey 2,040 consumers from Germany, Austria, and Switzerland—significantly more than the over 1,500 people who participated in the first survey in 2023. The survey was conducted between December 3 and 11, 2025, and was representative in terms of age, gender, region, household size, and income.
In this article, we’ll compare the key figures from 2023 directly with the current figures from 2026 and explain what’s driving these trends—from stable revenue trends and digital maturity to entirely new topics like gamification.
The Comparison at a Glance: 2023 vs. 2026
Before we dive into the details, it’s worth taking a look at the big picture. The following table compares the key metrics from the 2023 Loyalty Report with the current figures from the 2026 DACH Loyalty Report.
| Key figure | 2023 | 2026 | development |
|---|---|---|---|
| Additional spending through active participation in a loyalty program | +28,4 % | +27,9 % | Stable at a high level (−0.5 percentage points) |
| Use of Customer Loyalty Programs | 95.5 % (mixed analog and digital) | 81.3 % use only digital rewards programs/loyalty club apps | A Clear Shift from Analog to Digital |
| Preference for receiving information at least once a week | 65 % | 82,1 % | +17.1 percentage points, a significant increase in the need for information |
Additional spending through loyalty programs: Consistently high
In 2023, customers who actively participated in a loyalty program spent an average of 28.4 % more than before. Three years later, that figure stands at 27.9 %—virtually unchanged. That’s good news for businesses: The revenue leverage of loyalty programs is not a short-term trend, but a stable effect that has been consistently demonstrated over the years.
At the same time, the DACH Loyalty Report 2026 shows just how strongly loyalty programs shape perceptions of a company: 68.3 % of customers find a company with a rewards program more appealing, while 67.7 % perceive it as more modern and up-to-date. 56.0 % are even willing to go out of their way to shop at a retailer that offers a customer loyalty program.
Digitalization: From Trend to Standard
In 2023, 78.3 % of respondents used digital media to make their purchasing decisions—at that time, this represented a significant increase of 3.3 percentage points over the previous year and served as evidence that digitalization was gaining traction. By 2026, digital had long since become the default assumption: 81.3 % use digital rewards programs or loyalty club apps at least occasionally, and 73.8 % of customers would switch from an analog solution, such as a loyalty card, to a digital version if they had the choice.
The same trend is evident when it comes to preferred information channels: 71.5 % rely on digital channels such as apps, email newsletters, or websites, while only 28.5 % still rely on print mailings. In Germany, the use of print mailings has even dropped from 28.3 % to 22.9 % within a year. Austria is an exception here: print continues to play an important supplementary role there, at 49.0 %.
| Benefits of Digital Customer Loyalty Programs | Approval 2026 |
|---|---|
| A good overview of coupons, point balances, and benefits | 52,3 % |
| I always have my smartphone with me anyway | 43,2 % |
| Saves space in your wallet | 37,8 % |
| Overview of the score at any time | 35,3 % |
| Digital Accounting | 26,2 % |
| A more environmentally friendly alternative to physical cards | 25,2 % |
Personalization and Instant Gratification: The New Expectations
Personalization was already a topic in the 2023 Loyalty Report, though it was discussed more as a general desire without any concrete figures. In 2026, it can be quantified precisely: 61.0 %: Consumers expect offers that are tailored to their individual needs and do not take up any extra time. Many people find general news stories that have no connection to their personal lives to be distracting.
Another new development is the concept of instant gratification: 82.4 % of respondents expect loyalty benefits to be redeemable immediately, rather than having to accumulate points over weeks or months. The faster and easier the reward, the greater the motivation to make another purchase.
Gamification: The big new trend since 2023
Probably the most striking difference between 2023 and 2026 is an issue that didn't even come up in the first report: Gamification. Since 2023, gamified elements such as wheels of fortune, levels, and mini-challenges have become a key driver of customer loyalty in their own right.
43.3 % of consumers in the DACH region enjoy or very much enjoy using the gaming features in a loyalty club app. Usage is highest in Switzerland at 51.5 %, followed by Germany at 41.8 % and Austria at 38.2 %. Gamification is particularly popular among younger target groups: 62.0% of 25- to 34-year-olds and 58.8% of 18- to 24-year-olds enjoy using such offerings, but even among 55- to 65-year-olds, the figure is still 27.0 %.
| Age group | Enjoys using gamification features |
|---|---|
| Ages 18–24 | 58,8 % |
| Ages 25–34 | 62,0 % |
| Ages 35–44 | 48,2 % |
| Ages 45–54 | 32,6 % |
| Ages 55–65 | 27,0 % |
Artificial Intelligence as A New Tool for Customer Loyalty
Even in 2023, the use of artificial intelligence (AI—that is, systems that automatically process text, images, or data) was not yet a factor in customer retention. By 2026, AI will already be making a noticeable difference in the day-to-day operations of businesses, such as copywriting, campaign planning, graphic design, data analysis, and video production.
Trust and Privacy: A Slow Approach
Data remains a sensitive issue, but trust in loyalty programs is growing: The percentage of people who do not use a loyalty program due to privacy concerns has decreased by 1.6 percentage points compared to the previous year. Generally, customers are willing to share their email address (77.7 %) and their name (70.6 %), but they are more reluctant to share purchase data (30.5 %) and information about their purchasing behavior (14.1 %).
Transparency is key to building this trust: Companies that clearly communicate the benefits users gain from providing their data are much more likely to receive information than those that simply collect it.
Expectation Gap: Where Companies and Customers Differ
For the first time, the DACH Loyalty Report 2026 also compares companies’ assessments with customers’ actual expectations—a perspective that did not yet exist in this form in 2023. The result: In some areas, companies are surprisingly on the mark, while in others, there is clearly room for improvement.
| Topic Area | Companies' Assessment | Actual Customer Expectations |
|---|---|---|
| Communication Frequency | 63.64 % considers weekly updates to be sufficient | 82.1 % would like updates at least once a week |
| Gamification | 69.0 % are open to the topic | 43.3% of % users actually enjoy gaming |
| Personalization | 66.0 % sends only identical or occasionally personalized messages | 61.0 % expect offers tailored to their individual needs |
| The Most Attractive Benefits | 41.48 % focus on discounts, 20.0 % on exclusive contests | 61.7% of % customers prefer lower prices; 60.1% of % customers prefer discount promotions |
Overall, it is clear that: Companies correctly identify many trends, but often underestimate their intensity. Those who listen closely, communicate regularly, and make strategic use of new approaches such as gamification can bridge this gap. To put this in perspective: 67.31 % of companies with a digital customer loyalty program are already satisfied or very satisfied with the results they’ve achieved.
Conclusion: What You Should Take Away from the 2023 vs. 2026 Comparison
A comparison between the 2023 Loyalty Report and the 2026 DACH Loyalty Report reveals one thing above all: The fundamental principles of successful customer loyalty have not changed, but expectations have grown. The revenue impact of loyalty programs remains stable, but customers today want more speed, more personalization, and more gamified elements than they did three years ago.
| Area of Action | What Applied in 2023 | What Applies in 2026 | Next Step |
|---|---|---|---|
| Digitalization | Key Competitive Advantage | Expected Standard | Consistently transition analog solutions to digital |
| Communication | Would like regular updates | Updates are expected at least once a week | Actively Increase Communication Frequency |
| Personalization | General Request | 61.0 % expect customized offers | Expand segmentation and personalized offers |
| Reward | Traditional Points and Discounts | 82.4 % expect benefits that can be redeemed immediately | Introduce instant rewards instead of long accumulation periods |
| Interaction | Not an issue | 43.3% of % users enjoy gamification | Incorporate small, playful elements into the app |
Start where the biggest gap lies between your current program and those expectations. Even small adjustments—such as offering rewards more quickly or sending out a weekly newsletter—can make all the difference.
FAQ: Frequently Asked Questions About the Comparison of the 2023 and 2026 Loyalty Reports
What has changed the most between the 2023 and 2026 Loyalty Reports?
The most striking difference is the rise of gamification: In 2023, game-like elements did not yet play a role in customer loyalty, but by 2026, 43.3 % of consumers in the DACH region were already happy to use such offerings. The desire for faster, more personalized communication and instantly redeemable rewards is also significantly stronger than it was in 2023.
Will the impact of loyalty programs on sales in 2026 be just as significant as it was in 2023?
Yes, virtually unchanged. In 2023, users of loyalty programs spent an average of 28.4 %; in 2026, that figure stands at 27.9 %. The effect has thus remained stable over the course of three years, a strong argument for the long-term value of investing in a loyalty program.
Why is the sample size larger in 2026 than in 2023?
For the DACH Loyalty Report 2026, 2,040 net interviews were analyzed, compared to over 1,500 respondents in 2023. The larger, representatively weighted sample (by age, gender, region, household size, and income) ensures more reliable findings, particularly in detailed analyses by country or age group.
Will digital customer loyalty programs be more important in 2026 than in 2023?
Digital was already a clear trend in 2023, with 78.3 % using digital media. By 2026, however, digital had evolved from a trend to the norm: 81.3 % use digital rewards programs or loyalty club apps, and 73.8 % would actively switch from an analog solution to a digital one if they had the opportunity.
What does the expectation gap mean for my company?
The Expectation Gap describes the gap between what companies believe customers expect and what customers actually expect. Many companies significantly underestimate customer needs, particularly when it comes to communication frequency: They consider weekly updates to be sufficient, while customers want exactly that but often receive them less frequently. Those who are aware of this gap can make targeted adjustments.
Is gamification worth it for smaller companies, too?
Yes. Gamification is effective across all age groups, ranging from 58.8 % among 18- to 24-year-olds to 27.0 % among 55- to 65-year-olds. Even small game-like elements, such as a digital wheel of fortune or a small collectible campaign, can be integrated into an existing loyalty club app regardless of the company’s size and have been proven to increase engagement.
