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Poland is one of the most dynamic and loyal retail markets in Europe. If you’re developing a mobile loyalty program for Polish consumers, the data from the Apadmi Mobile Customer Loyalty Report 2026 is an excellent place to start.
This year’s report includes a Polish consumer study for the first time, surveying over 1,000 respondents in the UK, Germany, the Netherlands, and Poland. The responses from Polish consumers were unambiguous and, in some cases, the strongest in the entire dataset.
Poland: A market where loyalty is expected, not optional
Polish consumers don’t merely tolerate loyalty programs. They seek them out. According to the Mando Connect Understanding Loyalty in Europe 3.0 report, 70% of Polish adults belong to at least one loyalty program, which is above the European average of 64.3%. Furthermore, 59% of Polish adults say they sign up for loyalty programs whenever they get the chance, which is the highest percentage across all surveyed countries.
A separate analysis by Autopay confirms the scale: 62% of Polish consumers use at least one loyalty program, with mobile app adoption growing year-on-year – up 13% in 2022 alone, driven by programs like Lidl Plus, Żappka and Empik Premium.
In Poland, a loyalty program isn’t a luxury. For many consumers, it’s an expectation before choosing a brand.
Price and ease are the #1 loyalty drivers – and brands are missing both
In Poland, quick and easy experiences topped the loyalty driver rankings at 33%, ahead of exclusive pricing at 29% – both well ahead of personalization, gamification and other tactics. (Source: Apadmi Mobile Customer Loyalty Report 2026)
When Polish consumers consider what makes them loyal to a brand, they focus on how easy and rewarding the experience is. Not personalization or gamification. Simplicity and savings.
This matters because most brands are investing in the wrong things. 78% of surveyed brands believe personalization is their customers’ top priority. However, only 12% of consumers agree. (Source: Apadmi Mobile Customer Loyalty Report 2026)
Biedronka in the European top 5 – what that tells us
Biedronka was ranked the fourth most popular loyalty app in the European dataset as a whole, surpassing Albert Heijn, Kaufland, Rossmann, and Rewe. This Polish supermarket outperformed major European chains across all four markets combined. (Source: Apadmi Mobile Customer Loyalty Report 2026).
This aligns with longer-term Polish data. As a broader analysis of Poland’s loyalty landscape revealed, Biedronka was already recognized as the standout performer in customer retention in 2022.
The lesson isn’t just about price. It’s about consistency. Price-driven loyalty isn’t shallow. When a brand consistently provides tangible value, Polish consumers respond with genuine, habitual engagement. An app that saves you money every week becomes the app you open before every shopping trip.
And that’s exactly what the numbers show: 47% of consumers open their loyalty app before they shop. Not because they got a push notification – only 9% open it for that reason. (Source: Apadmi Mobile Customer Loyalty Report 2026)
Polish loyalty apps worth watching
The loyalty market in Poland is exceptionally dynamic. Brands are turning to modern solutions: mobile loyalty apps, gamification, short-term partnerships, and personalized offers.
Lidl Plus has evolved from offering coupons and receipts to providing a broader value platform. It now offers discounts with partners like Shell and Cinema City, making it part of consumers’ everyday spending, not just their grocery shopping.
InPost InCoins uses gamification with a virtual currency system that rewards customers for parcel pickups, returns, and in-app actions. Prizes range from discounts to lottery entries for cars and apartments, fostering emotional engagement in addition to transactional value.
Mój Empik offers personalized promotions, in-app discounts, and a premium tier with free delivery, access to Empik Go, and partner benefits. This layered model allows customers to customize the program based on their level of engagement.
The download moment is a value moment
Polish consumers ranked exclusive app prices as their top download motivator – the highest of any surveyed market. First-purchase discounts came in second. Joining a loyalty program came in third. (Source: Apadmi Mobile Customer Loyalty Report 2026).
The offer must be clear, immediate, and visible from the first screen. If a Polish consumer opens your app for the first time and can’t find a reason to stay within the first few seconds, they won’t.
Gen Z: An opportunity brands are missing
A growing number of Polish Gen Z consumers are entering the workforce, bringing with them expectations shaped entirely by mobile-first experiences. However, most loyalty programs are still designed around the habits of older generations.
The frustration data is telling: Gen Z expresses significantly more frustration with poor onboarding than any other age group. In a market where the value exchange must be immediate and obvious, complicated sign-up flows or generic home screens can permanently lose customers.
With Gen Z’s global spending power projected to reach $12 trillion by 2030, brands that earn their loyalty now by offering clear value, a frictionless experience, and genuine relevance will have a significant head start. (Source: Apadmi Mobile Customer Loyalty Report 2026)
What this means for your loyalty strategy
The Polish data points to three things that are worth acting on.
Lead with ease and a clear value exchange. If your loyalty program cannot answer ‘What will I get, and how quickly?’ within the first interaction, you are already losing ground in this market.
Optimize for the pre-shopping moment. Most of your engaged users will open your app before shopping, not because you nudged them. Ensure that what they see first is relevant, useful, and frictionless.
Stop designing for who you think your customers are. The central finding of this report is the gap between brand assumptions and consumer reality, and Polish consumers illustrate this gap more clearly than any other market.
These are just the highlights. The full Apadmi Mobile Customer Loyalty Report 2026 includes consumer data from four European markets, a dedicated Gen Z study, brand survey insights, and real case studies from brands making mobile loyalty work in practice.
