Loyalty Program Benchmark 2023 by SiaXperience


With impressive performance in virtually all categories assessed, Albert Heijn emerges as the absolute Loyalty Leader. It is also worth noting that in each market segment, at least one brand secured a spot in the prestigious Top 10 ranking. The benchmark reveals that, on average, brands score highest in the category of Ease of Use, followed by Brand Positioning, Marketing & Promotion and Functionalities & Features. These results highlight the crucial role of engaging user experience as a foundation for a solid loyalty program. Additionally, the results highlight that Brand Positioning, Marketing & Promotion and Functionalities & Features are areas where many loyalty programs still have room for improvement.

Interestingly, 4 out of the top 10 loyalty programs come from Dutch companies, showing that they can compete with major international players such as Amazon and Nike. This success reflects the growing relevance and effectiveness of Dutch loyalty programs in the global market.   

Category Analysis: User Experience 

In the user experience category, it is notable that Gamification is the least used feature within the loyalty programs evaluated. This finding can be attributed to the complexity involved in implementing interactive experiences with game elements in such programs. Nevertheless, when properly implemented, gamification can be a differentiating feature, as seen at Adidas with their loyalty program adiClub. Adidas deployed gamification by earning points by exercising, which motivates consumers to maintain a healthy lifestyle. This approach reflects Adidas’ authentic brand experience in a positive way and offers attractive differentiation in the market.   

The full report provides in-depth insights into the application of user experience such as gamification, registration process, access to information, personalization etc. within loyalty programs. 

Category Analysis: Functionalities & Features 

In the Functionalities & Features category, one notable trend is that large and prominent companies, such as Amazon, Rituals and Nike, score lower on functionalities. This striking finding can be explained by the fact that these companies offer traditional membership benefits rather than a loyalty system based on loyalty tiers, which leads to a more limited customizability of available features. This limits the flexibility of the program, making it more difficult to meet the diverse needs and preferences of customers.  

The full report provides in-depth insights into the application of Functionalities & Features such as points collection, type of rewards, status visibility etc. within loyalty programs. 

Category Analysis: Brand Positioning, Marketing & Promotion 

Within the Travel & Tourism and Banking sectors, companies stand out by building impressive loyalty networks, made possible by strategic partnerships with airlines, hotels and financial service providers. This involves offering integrated customer experiences and various loyalty rewards. These collaborations extend the reach of customers and expand services beyond their core businesses.  

In the Fashion Industry, there is a notable focus on Corporate Social Responsibility (CSR), in line with the growing awareness among consumers about environmental and social impact. Brands within this sector are actively incorporating CSR initiatives into their loyalty programs, demonstrating their commitment to sustainability, ethical sourcing and social responsibility.  

The full report provides in-depth insights into the application of Brand Positioning, Marketing & Promotion such as partner brands, cross-promotion, CSR, etc. within loyalty programs. 


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