GLO / Comarch global study unveils 3 most loved and used loyalty programs across Scandinavia
and in each country (Sweden, Norway, Denmark).
GLOScandinavia has long been recognised as a leader in customer loyalty innovation. Consumers expect high levels of personalisation, digital integration, and sustainability from their loyalty programmes. In 2025, the landscape continues to evolve, driven by shifting consumer behaviours, technological advancements, and a growing emphasis on ethical and environmental responsibility.
Global Loyalty Organisation and Comarch have conducted a large-scale study, “Customer Loyalty Predictions 2025 report” (click here to access the report), with over 3000 participants across 15 countries and 4 continents. The study examined consumer loyalty preferences from December 2024 to January 2025.
Read GLO / Comarch “Customer Loyalty Predictions 2025 report”
This study offers a unique opportunity to analyse three Scandinavian countries—Sweden, Norway, and Denmark—against the US, Europe, the Middle East, and Latin America. Moreover, the granularity of the data allows the delivery of nuanced country-based customer loyalty characteristics at the country level in Sweden, Norway, and Denmark separately.
Read “Loyalty in Scandinavia 2025: Market Snapshot”
The research allowed us to unveil 3 most loved and used loyalty programs across Scandinavia as well as in each of the countries:
Image: GLO
Loyalty in Scandinavia 2025: A Country-by-Country Look at Evolving Consumer Expectations
Scandinavia continues to be a benchmark region in customer loyalty innovation, where digital-first mindsets, high consumer expectations, and sustainability awareness intersect. The latest report from the Global Loyalty Organisation and Comarch offers a detailed breakdown of how loyalty programs evolve in Sweden, Norway, and Denmark — and what businesses can learn from these highly mature markets.
Sweden: A Loyalty Landscape Driven by Travel and Everyday Essentials
Sweden remains a competitive and mature loyalty market, with the average consumer enrolled in nine loyalty programs. Swedish consumers tend to gravitate toward programs offering value for travel and daily purchases. The most favoured programs are SAS EuroBonus, Coop, and ICA Stammis, with Lidl Plus and Norwegian Reward, also making notable appearances. Swedish customers prioritise quality over price, though discounts on frequent purchases remain the top-valued reward. They are particularly drawn to loyalty points earned through supermarket shopping and online spending. Interestingly, Swedes are less likely to be swayed by birthday discounts or anniversary deals and focus more on exclusive access and bonus points. The need for simplicity is clear, as a long joining process is the biggest turn-off, and there’s a notable preference for digital integrations like mobile wallet rewards and personalised email offers.
Norway: Selective Engagement in a Loyalty-Savvy Market
In Norway, customer loyalty is characterised by selectiveness and digital engagement, with Norwegians also participating in an average of nine programs. The top loyalty platforms include Trumf, Coop, and SAS EuroBonus, followed closely by Norwegian Reward and Starbucks Rewards. The Norwegian consumer is focused on ease, value, and relevance. Like their Swedish counterparts, they emphasise loyalty benefits tied to frequent shopping and travel. However, they are less tolerant of irrelevant rewards and are more likely to cancel membership if programs don’t offer tangible value. App usability and onboarding simplicity are critical, and personalisation continues to matter. Though open to dynamic pricing and sharing data in exchange for perks, Norwegians have slightly lower trust in companies’ ability to handle their data responsibly, indicating room for improvement in transparency.
Denmark: A Market Leaning Toward Value and Convenience
Danish consumers are part of slightly fewer loyalty programs on average—eight per person—but their expectations are just as high. Their top programs include Coop, SAS EuroBonus, and Matas, with Lidl Plus and Amazon Prime alsogaining traction. Like the rest of Scandinavia, Danes favour discounts and cashback as the primary motivators for joining loyalty initiatives. Danish shoppers tend to be pragmatic, preferring tangible everyday benefits over aspirational rewards. While they show slightly less interest in sustainability than their global peers, the value-for-money proposition and convenience of rewards still drive loyalty. Danes also align with broader Nordic trends in favouring mobile apps and email as communication channels, and they appreciate the integration with digital wallets. However, like in other Scandinavian nations, a complex sign-up process or a non-intuitive app can significantly deter participation.
Scandinavia’s loyalty landscape is nuanced, with each country showcasing distinct consumer behaviour while reflecting shared regional values: a preference for simplicity, personalisation, and practicality. As loyalty programs evolve globally, the Scandinavian model serves as a forward-looking blueprint for brands aiming to deliver meaningful, efficient, and trust-based customer engagement.
Read GLO / Comarch “Loyalty in Scandinavia 2025: Market Snapshot”
Read GLO / Comarch “Customer Loyalty Predictions 2025 report”
Source: GLO
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