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      It is hard to imagine retail without loyalty programmes. An international consumer survey in the latest Retail Sales Monitor clearly shows that discounts and points remain key drivers for use, but those who go beyond financial incentives and use targeted emotional and data-driven loyalty measures that offer added value and are tailored to the target group will create lasting loyalty.

      The most important results from the consumer survey:

      • More than 90 per cent of respondents use at least one loyalty programme in Germany, France, the UK or the USA.
      • In Europe, more than half of those surveyed use loyalty programmes for almost every purchase; in the USA, this figure is significantly lower.
      • Discounts are the main reason for using loyalty programmes, accounting for around 87 percent of responses.
      • Emotional benefits such as status, events or exclusive experiences (still) play a subordinate role overall - with exceptions in France and the USA.
      • Food markets are particularly strongly anchored in loyalty in Germany; fashion and beauty are becoming much more important internationally.
      • Strategically, it is clear that loyalty cannot be treated in isolation. Only those who combine monetary and emotional components and integrate data-based management will achieve sustainable customer loyalty.

      Customer loyalty increasingly in demand: what does this mean for companies?

      Companies are faced with the task of further developing their loyalty programmes: Discount campaigns alone are no longer enough to retain customers in the long term and stand out from the competition. The decisive factors are emotional loyalty and a personalised customer experience - for example through exclusive events, communities, status levels or customised offers. Important: the experience-orientated added value must be tailored to the target group. Loyalty programmes with a clear brand mission strengthen affiliation and brand identity.

      Online retail drives growth in the retail sector

      The German retail sector achieved real sales growth of 3.8 per cent in the second quarter of 2025 despite the overall economic weakness. Online and mail-order retail remained the driving force, once again posting double-digit growth, while brick-and-mortar retail only grew moderately. Despite the positive first half of the year, the German Retail Association only expects nominal growth of 2.0 per cent for the year as a whole.

      As usual, the KPMG Retail Sales Monitor contains a detailed analysis of all key figures and developments in the retail sector. Read the full issue now.

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      Fokus: Loyalty-Programme im Sport- und Lifestyle-Markt

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      Stephan Fetsch
      Stephan Fetsch

      Partner, Deal Advisory, EMA und German Head of Retail & Consumer Goods

      KPMG AG Wirtschaftsprüfungsgesellschaft