The "Loyalty in France 2025: Market Snapshot" reveals high programme membership but low emotional engagement. French consumers value quality, exclusive rewards, and simplicity over discounts, and remain sceptical of personalisation and dynamic pricing. Trust, ease of use, and relevance are key to winning loyalty in this mature yet selective market.
GLOThe “Loyalty in France 2025: Market Snapshot” by the Global Loyalty Organisation in collaboration with Comarch reveals a striking paradox: while French consumers lead Europe in loyalty programme memberships, they remain deeply sceptical of their value. In a market known for discernment over hype, French shoppers prioritise quality, exclusivity, and simplicity—showing strong resistance to hyper-personalisation and a clear preference for seamless, trustworthy experiences over transactional perks.
consumers are highly enrolled in loyalty programmes but remain emotionally disengaged and sceptical of their value. Despite being the most “loyalty-saturated” market in Europe, with an average of 11.6 memberships per person, the emotional connection and practical impact of loyalty initiatives remain low. This Global Loyalty Organisation (GLO) snapshot, based on a 15-country survey, unveils critical challenges and opportunities for brands operating in France.
To succeed, brands must go beyond transactional rewards and embrace simplicity, trust, and relevance—elements French consumers deeply value but rarely find.
Key Takeaways:
- High Enrollment, Low Engagement: France leads Europe in loyalty programme membership (11.6 per person) but ranks last globally in brand loyalty, with only 35% saying rewards influence their loyalty.
- Everyday Essentials Dominate: Supermarket (Auchan, Carrefour) and food & beverage loyalty programmes account for the largest share of loyalty usage, while travel-related programmes (airlines, hotels) lag behind.
- Value Trumps Discounts: Unlike global consumers who favour discounts, French users prioritise exclusive rewards (41%), early access to sales (38%), and birthday perks (37%).
- Digital Expectations, Traditional Preferences: Mobile wallets and personalised offers are appreciated, but email remains the most preferred channel—indicating a hybrid trust in digital and traditional methods.
- Scepticism Toward Personalisation & Pricing: Only 27% of French consumers respond positively to personalised offers or dynamic pricing, reflecting deep concerns about data use and fairness.
- UX Over Rewards: The top barriers to loyalty programme adoption are poor user experience—complex sign-ups (35%) and inconvenient apps (35%)—not the perceived value of rewards.
Source: GLO
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