A recent study by IFH MEDIA ANALYTICS and MEDIA CENTRAL reveals that nine out of ten consumers use at least one loyalty app, making digital customer loyalty programs an everyday feature. PAYBACK is the most frequently used, followed by LIDL Plus and REWE Bonus. Programs from other industries, like drugstores, are also seeing significant usage.
However, despite their widespread use, the study highlights clear limits: actual customer loyalty remains low. Many users actively switch between different apps to benefit from the best offers. Purchasing decisions are primarily influenced by price and value, not loyalty to a specific program.
Furthermore, loyalty apps often face usability challenges: push notifications are seen as annoying by many, and the apps themselves lack clarity. Printed and digital flyers tend to perform better in terms of user-friendliness.
The study’s conclusion: Sustainable customer loyalty can only be achieved through the targeted integration of various channels. Offers need to be both actively sought out and casually encountered to fully engage consumers.
Links:
Download the current and other studies by IFH MEDIA ANALYTICS: https://www.media-central.com/aktuelles/downloadbereich
Website of IFH Förderer e.V.: https://www.ifhkoeln.de/ifh-foerderer/