Unlocking the full value of loyalty programs
Many companies have already built large and established loyalty programs – but struggle to unlock their full potential. While many programs succeed in building large member bases, they often fall short in activating them and turning engagement into long-term customer value. Significant investments are made in offers and incentives, yet loyalty is frequently treated as a transactional concept rather than a driver of genuine preference and connection.
We believe loyalty programs should be developed as a core driver of Customer Equity – combining a deep understanding of customer behavior with the ability to build lasting, emotional loyalty over time.
With the Differ Loyalty Barometer, conducted across Sweden and Norway, we uncover what drives both behavioral and emotional loyalty – providing a stronger foundation for how programs can be developed to create long-term value and measurable business impact.
1.
93% of consumers are members of at least one loyalty program
Key insights from the 2025 Norwegian survey
2.
71% are members of more than six programs
3.
3 out of 10 never read member communications – and are also the most dissatisfied
4.
54/100 is the average satisfaction score across programs – indicating significant untapped potential
Get to know your customer - which brand and sustainability attributes drive purchase intent and willingness to pay?
At Differ, we are convinced that sustainable brands are successful brands. Since 2008, we have tracked Swedish consumers’ views on brands and sustainability. Through the PUSH survey, we explore what builds sustainable brands and what drives purchase intent and willingness to pay in specific industries.
Do you want to measure your brand’s strength and perceived sustainability?
About the 2026 survey
The Loyalty Barometer 2026 covers the 60 largest loyalty programs across Sweden and Norway, providing a comprehensive view of how these programs perform today.
The study builds on insights from the Norwegian 2025 edition, where clear patterns emerged between member engagement, satisfaction, and actual loyalty to the brand.
In the 2026 study, we not only measure satisfaction, but also identify the key factors behind it and how it translates into both behavioral and emotional loyalty. This enables a shift from measurement to clearer priorities and more informed decisions.
For companies operating across both Sweden and Norway, the study also enables direct comparison across markets – highlighting similarities, differences, and opportunities for development.
For program owners, this provides a concrete basis to benchmark performance, focus efforts, and strengthen both engagement and long-term customer value.
"Many loyalty programs are successful at acquiring members – but far less effective at turning those members into real customer value. The real opportunity lies in understanding what actually drives behavior and building programs that go beyond transactions to create lasting loyalty"
– Pierre Kalmenstam, Differ
Curious to learn more?
Differ is a strategy consulting firm helping companies unlock the full value of their loyalty programs. We support program owners in translating customer understanding into clear priorities, stronger engagement, and long-term customer value – across loyalty strategy, program development, and customer insight.
The Loyalty Barometer 2026 will be presented this fall – join us to explore the results and what they mean for the future of loyalty programs.
Beyond insights – what does it mean for you?
Understanding what drives loyalty is only the first step. The real value lies in what you choose to do with those insights.
We help companies turn insight into concrete action – identifying the right priorities and shaping loyalty programs that create both behavioral and emotional loyalty over time.
Curious to explore what this could mean for your program?
Pierre Kalmenstam Senior Strategist & Partner, Differ Strategy
