When customers in Austria take part in customer loyalty programs, they primarily want immediate benefits. This is a central finding of the new Loyalty Report 2026 by the Upper Austrian company Hello Again, which, in cooperation with the Austrian trade association, surveyed over 500 Austrian consumers between the ages of 18 and 65. “The quicker and easier benefits are available, the more strongly they bind customers to the company in the long term. A full 87 percent of people in Austria expect immediate loyalty benefits – and they are getting them from more and more local retailers,” explains Rainer Will, Managing Director of the Austrian trade association.
Loyalty programs work
Speed, simplicity and clear added value determine the attractiveness of a program. Customer loyalty is particularly effective when benefits are available without hurdles and are directly noticeable in everyday life. It is also clear that the programs have a measurable impact. Customers spend an average of 28 percent more when they use a loyalty program. In addition, 56 percent even accept a detour for a business with a loyalty offer. For almost half of those surveyed, loyalty benefits are now a given – retailers without a corresponding offer risk being at a competitive disadvantage.
Digital programs instead of cards
Customers associate different services with the programs. 83 percent of those surveyed would like information about offers at least once a week, preferably via digital channels (65 percent). 55 percent expect personalized offers instead of generic discounts. At the same time, the acceptance of digital solutions is increasing: 74 percent would switch to digital customer loyalty programs. Physical cards continue to lose importance. “Digital customer loyalty programs continue to gain acceptance because they bundle advantages, simplify communication and target customers,” says Franz Tretter, founder and CEO of Hello Again. “Especially in economically challenging times, they should be an important factor for companies to retain customers in the long term.”
Gamification also remains a relevant element. 38 percent like or very like to use playful elements in loyalty programs. Gamification therefore remains a stable component of digital customer loyalty, across generations.
