What Can You Learn from the World's Best Loyalty Programs?

Who doesn’t love a freebie? A free coffee, a birthday discount, or surprise points—these little perks make spending feel rewarding. But some loyalty programs do it better than others. We’ve crunched the numbers, surveyed the market, and uncovered which loyalty programs are winning hearts (and wallets) worldwide. What’s their secret? Let’s take a look.

Keep reading to:

• Discover our Global Loyalty Hall of Fame Map
• Learn from the best of the best
• Get expert tips
• Grab the full report at the end

The Global Loyalty Hall of Fame: Who’s Winning Where?

In our Customer Loyalty Predictions 2025 report, we dug deep into how loyalty programs are changing. Based on a survey of 3,000 consumers across 15 countries, we’ve pulled together the top contenders from different regions, showing who’s taking home the trophy in customer loyalty. Spoiler alert: it’s not just Amazon! Let’s dive into the winners by region and see what makes them so irresistible.

USA

1. Amazon
2. Walmart
3. Delta Airlines

Americans value tangible rewards and exclusive benefits in loyalty programs. Based on our research, convenience is very important to 60% of them. Subscription-based perks like free shipping, entertainment bundles, and faster services are a major hit. Whether it’s getting groceries to their doorstep or scoring a first-class seat upgrade, they’re happy to invest in loyalty programs that make life easier and a little more luxurious.

Europe

1. Amazon
2. Carrefour
3. Lidl

Europeans love loyalty programs that give back immediately—forget complicated point systems. Digital perks, exclusive savings, and hyper-personalized deals keep them engaged. 37% of Europeans are members of supermarkets’ loyalty programs. It’s clear that in Europe, a great program is about making everyday spending a little sweeter.

Middle East

1. Amazon
2. Noon
3. Smiles

In the Middle East, digital is king. In fact, 53% of Middle Eastern consumers are especially enthusiastic about instant digital rewards. The best loyalty programs in this region make it easy to earn, track, and redeem rewards. Whether it’s scoring deals on shopping, groceries, travel, or fuel, these programs encourage repeat spending with seamless, tailored experiences.

Latin America

1. Amazon
2. Livelo
3. Smiles

LATAM consumers want options. Programs that let them earn points in multiple ways and redeem them however they want are the big winners here. Flexibility is what keeps consumers engaged in shopping, travel, everyday spending, and more. In fact, 49% of Brazilian consumers want their rewards integrated into digital or mobile wallets, while 47% prioritize flexible point redemption.

Loyalty Champions by Industry: Who’s Leading the Pack?                    

Some brands are just loyalty legends. Based on our research, these names keep popping up as global favorites:

• Amazon – Because who doesn’t love fast shipping and exclusive deals?
• Payback – Points, rewards, and partnerships galore.
• Lidl – Rewarding grocery shopping just got more rewarding.
• COOP – A fan-favorite for everyday essentials with great perks.

Oh, and let’s not forget SAS and Carrefour, which also deserve a shoutout for their strong regional influence.

But here’s where things get interesting: Retail and e-commerce dominate the loyalty game, making up over 60% of consumer preferences. No surprise there—when people shop frequently, they want to rack up rewards just as fast. High transaction volumes make these programs a no-brainer for both brands and customers.

You’d think restaurants and coffee shops—places people visit all the time—would be loyalty superstars, right? But surprisingly, these industries lag behind. There’s huge untapped potential for brands to turn casual customers into devoted fans with better perks and incentives.

And what about health and pharmacy? Right now, they’re not making a huge splash in loyalty, but with wellness and self-care becoming bigger priorities, this could be the next big growth area for innovative rewards.

Lessons from the Best Loyalty Programs: What Can Your Business Steal (Ethically)?

1. Convenience Wins Loyalty

The most popular programs—Amazon, Walmart, and Carrefour—prove that making life easier is the ultimate perk. Free shipping, mobile integration, or seamless checkout reduce friction and keep customers coming back. Lesson: Make your program effortless to use and integrate rewards into daily habits.

2. Flexibility is the Name of the Game

LATAM consumers love programs like Livelo and Smiles because they let them earn and redeem points however they want. Rigid, one-size-fits-all rewards don’t cut it anymore. Give customers more control over how they engage with your program, from cashback options to multi-brand partnerships.

3. Go Beyond Discounts

Exclusive perks, premium access, and surprise benefits drive deeper engagement than just slashing prices. In the USA, subscription-based models (Amazon, Walmart) thrive because they add value beyond savings. Think convenience or unique partnerships to keep customers excited.

4. Digital-First is a Must

Today’s loyalty success stories have one thing in common: a strong mobile presence. Programs like Noon and Smiles prove that app-based experiences, digital wallets, and real-time offers make it easier for consumers to engage and redeem rewards on the go.

5. Loyalty is an Untapped Goldmine in Some Sectors

Retail and e-commerce dominate, but food, beverage, hospitality, and even healthcare have room to grow. If your industry isn’t leveraging loyalty effectively, now’s the time to innovate—personalized rewards, gamification, and seamless digital integration can turn occasional buyers into repeat customers.

Case Studies: Loyalty Programs That Set the Standard

How Amazon Built a Loyalty Machine with AI and Convenience

Amazon dominates the loyalty game because it masters convenience, personalization, and exclusivity—all powered by AI. Amazon Prime is an ecosystem that keeps customers hooked with fast shipping, exclusive deals, streaming content, and more.

AI is key here. The technology personalizes recommendations, handles dynamic pricing, and predictive logistics, ensuring every interaction feels seamless and relevant. Plus, Amazon keeps adding value like same-day delivery, grocery perks, or Prime Video. The result? A loyalty program so effective that millions don’t just join—they happily pay for it.

How Livelo Became Brazil’s Loyalty Giant with 45 Million+ Members

Livelo’s rise to the top of Brazil’s loyalty program scene is nothing short of impressive, and Comarch is beyond proud to be their tech partner and longtime collaborator. As Brazil’s largest loyalty program with over 45 million members, Livelo is constantly pushing boundaries, for example with a partnership with another loyalty giant—Amazon Brazil.

As Daniel Pagano, Chief Marketing and Operations Officer at Livelo, mentioned during his conversation with Paula Thomas on the Let’s Talk Loyalty podcast:

Right now, when you shop on Amazon, you have the option to pay using Livelo points, which are instantly converted into money. You can choose to pay the entire amount or partially pay with points. […] The acceptance has been phenomenal, with over one million transactions in the first month. 

Livelo’s program was built from the ground up in just 9 months, with Comarch specialists handling user data migration, custom authentication rules, fraud prevention, and everything in between. The platform’s dynamic user attributes, custom billing rules, and multi-channel redemption options (website, mobile, ATM, and banks) ensured that Livelo could scale efficiently while offering a seamless experience across touchpoints. With these innovations, Livelo created an ecosystem where customers can earn and redeem points easily—all while keeping fraud and billing complexities in check.

Expert Take: Paula Thomas Weighs In

"Let’s Talk Loyalty" is a goldmine for anyone in the loyalty industry. Founded by Paula Thomas, an award-winning podcaster with over 25 years of marketing magic under her belt. Since its launch in 2019, the show become the go-to platform for marketing specialists to share their secrets on what makes loyalty programs tick. Every episode brings you industry experts across both big brands and smaller players, giving you the inside scoop on what customers love and how companies are building loyalty empires.

Now, let’s get to the good stuff. We dove into Paula's iconic first question on the show—‘What’s your favorite loyalty program?’—a question every guest takes super seriously. The answers might surprise you:

Many loyalty experts praised hospitality and airline programs, and it makes sense—seamless travel experiences are a big deal, especially for work. When you’re always on the move, a loyalty program that makes travel smoother is a total game-changer.

But it’s not just the big names that got attention. Some guests called out smaller, local gems like Racine in France and Foxtrot in the USA. These programs are a perfect example of how regional relevance and personalized customer experiences can pack a serious punch.

Then, we’ve got the sustainability warriors, like Grove Collaborative, proving what our research pointed to: loyalty is changing to match the values of today’s conscious consumers.

While there were plenty of shoutouts to programs across the board, a few kept popping up as the gold standards for loyalty success:

• Marriott Bonvoy
• Skywards Emirates
• Starbucks Rewards
• Aeroplan by Air Canada

Straight from the Source: Paula's Thoughts on Loyalty Trends

It's always incredibly exciting when a brand like Comarch invests time and resources into a global loyalty study like this, as loyalty marketers are always craving global insights like these!

For the last few years, we've been asking this same question "What is Your Favourite Loyalty Programme" to our guests on "Let's Talk Loyalty" and "Loyalty TV"—and it's quite fascinating to see some of the same brands in the answers, but there is quite a contrast actually from these consumers compared to what our loyalty professionals are saying. 

The biggest difference is firstly the strong preference for programmes focused on grocery retail specifically—with this sector of retail dominating in both the UK and France—perhaps reflecting the cost of living challenges people are experiencing currently. 

The biggest contrast—and one I'm delighted to see—is the dominance of Amazon across the biggest markets of the USA, Brazil and Saudi Arabia. Many loyalty professionals dismiss Amazon's Prime program as purely a business model but not a traditional loyalty program as we define them. This study clearly shows that consumers see Amazon Prime as a loyalty proposition and really love it. Fascinating and rewarding to see this. 

In closing, it seems to me that loyalty programmes are increasingly a part of every day for consumers, and together, we are helping consumers enjoy lifestyle benefits and rewards that they wouldn't otherwise enjoy. 

—     Paula Thomas, Founder & CEO of Let’s Talk Loyalty

Want the Full Breakdown?

Here’s what we can take away from the world’s best loyalty programs:

• Seamless experiences are non-negotiable.
• Personalization is key—tailoring rewards to preferences makes a big impact.
• Flexibility matters—programs that let consumers choose how they earn and use rewards keep them coming back.
• The local touch works—regional programs that cater to specific needs show that a community-focused approach can compete with the big players.
• Sustainability is on the rise—programs that align with consumers’ values are making waves.

So, if you’re looking to level up your loyalty game, make it seamless, make it personal, and make it meaningful!

If you want to dive into all the juicy details, get your hands on even more stats, and discover how these insights can elevate your loyalty strategy, download our full market research report now! You won’t want to miss it.