Loyalty programmes in Hungary: shoppers join six on average, but most barely use them

TL;DR: Loyalty programmes in Hungary are everywhere: digitally savvy shoppers belong to six schemes on average, yet only a bit over a third use the benefits actively. A new PwC Hungary survey puts the market’s loyalty index at 51%, suggesting “medium loyalty” with plenty of room to activate passive members. The biggest dealbreakers are basic: technical glitches (mentioned by 53% of members), long registration and rewards that do not feel worth it.

Loyalty cards have largely moved into mobile apps, points systems and personalised offers, but the central lesson from PwC Hungary’s new “Consumer Loyalty Snapshot” is blunt: more members do not automatically mean more loyalty. In fact, many programmes are failing to deliver the customer-retention impact businesses expect — especially if discounts erode margins and the experience is clunky.

For international readers: Hungary’s retail and services markets are highly competitive, and consumer spending has been sensitive to inflation in recent years. That makes loyalty schemes a major battleground, but also raises expectations: customers want tangible value and convenience, not more marketing noise.

Loyalty programmes in Hungary are no longer “just discounts”

PwC argues the loyalty model has shifted globally from a simple transactional tool to something closer to business infrastructure: omnichannel operation, data-led decision-making, and increasingly AI-driven personalisation and partnerships across “ecosystems” (for example, linking retail perks with services or experiences).

The study suggests the real value is created when brands use loyalty schemes to understand customer behaviour and deliver relevant moments — rather than simply launching yet another discount mechanic. It also notes that globally, teams managing loyalty programmes have been expanding, indicating how strategic the function has become.

PwC summarises successful programmes around four pillars:

• frictionless channels (especially mobile)
• a clear, motivating way to earn rewards
• rewards that feel genuinely valuable
• responsible and effective use of data

High awareness, limited real engagement

The Hungarian picture is mixed. PwC’s findings show 38% of online shoppers actively participate in one or more loyalty programmes, while nearly one in four would be open to joining. At the same time, a similar share consciously rejects loyalty schemes.

Even among members, engagement is uneven. Roughly half of members actively use the benefits, meaning the major growth opportunity is not just recruiting new sign-ups, but activating people who are already enrolled or are open to joining but unconvinced.

Willingness to join also varies by sector. PwC found the strongest openness towards:

• grocery stores (41%)
• drugstores (30%)

Interest is notably lower in some other areas, such as electronics and banking, where consumers may be more sceptical or less motivated by typical loyalty mechanics.

Where loyalty programmes fail in practice: the basics

PwC’s most striking finding is how often programmes lose people on the fundamentals. The biggest sources of frustration include:

• technical problems — more than half (53%) cite issues such as apps not working
• lengthy registration processes
• rewards that feel unappealing
• perceived lack of meaningful discounts

The message is simple: smooth operation is no longer a “nice-to-have” or competitive edge. It is the entry ticket. If an app fails at the checkout, a QR code does not load, or points do not register, customers do not blame their phone — they blame the brand.

PwC also flags another common weakness: unclear success metrics. Without clear KPIs from the start — whether the goal is retention, purchase frequency, basket value or customer lifetime value — a loyalty programme can become a feel-good marketing tool that looks busy but does not move the business.

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What shoppers actually respond to

PwC’s survey suggests loyalty programmes in Hungary are now primarily app-based, with around two-thirds of members using a mobile application. The most effective motivators remain familiar and practical:

• regular discounts
• perks linked to basket value
• birthday rewards

On the flip side, the main reasons for refusing to join are equally consistent:

• people do not see a tangible benefit
• they do not want more marketing messages
• they do not want to download yet another app

For brands, this is a warning: if the programme feels like a trade-off (data and attention exchanged for little value), the customer will either ignore it or opt out.

No universal recipe — but clear priorities

PwC stresses there is no one-size-fits-all “best” loyalty programme. Different models (points-based “earn & burn”, tiered schemes, subscriptions, or hybrids) fit different purchase patterns and motivations. What works in groceries may not translate to electronics or financial services.

Still, the report’s practical takeaway is consistent across sectors: fix the friction, clarify the value, and measure what matters. In an increasingly data-driven loyalty era, businesses that make evidence-based decisions now could shape their market position for years — while those that rely on assumptions risk wasting marketing spend without building real loyalty.

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FAQ – Loyalty programmes in Hungary