Most popular customer loyalty programs in the Netherlands 2017, by type

According to this 2017 survey, the most popular customer loyalty program in the Netherlands were those of supermarkets. Nearly 70 percent of respondents stated to be a member of a supermarket loyalty program. By comparison, just over 30 percent of survey participants participated in loyalty programs offered by clothing stores or petrol stations. Testifying to the immense popularity of loyalty programs in the country, the survey found that certain loyalty cards were carried more frequently than identity cards or driving licenses!

 AH Bonus Card most popular loyalty card

  The most popular loyalty card in the Netherlands was the AH Bonus Card, offered by food retailer Albert Heijn, the country’s leading supermarket chain. In a 2018 survey, 66 percent of participants answered to own an AH Bonus Card. The loyalty cards of the drugstore chains Kruidvat and Etos were owned by 35 and 11 percent of respondents respectively.

The success of the Albert Heijn loyalty program

  Nearly 56 percent of respondents stated to carry their AH Bonus Card daily, a significantly higher percentage than any other loyalty card. In addition to that, the card was not just the most carried card in the country, it was also the most widely used card. Of the AH Bonus Card owners, nearly 90 percent also used the card.