Loyalty programs in Ireland aren’t just about grocery points anymore—they’re fast becoming one of the most competitive and tech-driven sectors in retail and financial services. According to a new ResearchAndMarkets.com report, the Irish loyalty programs market is expected to grow 15.1% year-over-year in 2025 to $239.5 million, before climbing to $387 million by 2029 on the back of digital transformation, gamification, and personalization.

For context, the market has already logged a 16.9% CAGR from 2020 to 2024, proving that loyalty is no longer an optional add-on but a core revenue driver.

Digital First, Rewards Later

Irish businesses are increasingly leaning on digital platforms to keep customers hooked. Fuel retailer Maxol recently introduced a Fuel Pay-enabled app, letting customers pay and collect rewards in one seamless interaction. IKEA has leaned into personalized offers that feel less “buy one get one” and more “we know what you actually want.” And luxury retailer Brown Thomas has doubled down on multi-tiered loyalty, offering escalating rewards to keep high-value shoppers spending.

The game-like angle is also rising. KFC’s “Rewards Arcade” uses challenges and leaderboards to turn fried chicken into a digital dopamine hit. This gamification trend is expected to spread quickly as brands realize customers stick around when loyalty programs are fun, not just transactional.

Big Players, Bigger Data

Ireland’s loyalty market remains a highly contested battleground, with heavyweights holding firm. Tesco Clubcard, SuperValu Real Rewards, and Dunnes Stores Value Club dominate grocery, while Aer Lingus’ AerClub continues to fly high in travel rewards. Banks like AIB and Bank of Ireland are pushing harder into the space with credit card-linked programs that extend their reach via retail partnerships.

The ecosystem is still fragmented, but data is the secret weapon. Retailers with large customer bases can wield advanced analytics to tailor offers down to the individual, making it tough for smaller players to compete. Yet niche operators like Applegreen in fuel or hospitality-focused loyalty startups are carving out space by targeting specific consumer needs.

The Next Frontier: AI, Partnerships, and Sustainability

Over the next two to four years, expect the loyalty battlefield to intensify. AI and machine learning are already being deployed—Tesco, for example, is using AI to fine-tune offers at scale. Partnerships are also on the rise, with Aer Lingus collaborating with global carriers to expand its loyalty footprint.

And then there’s sustainability: with eco-conscious consumers on the rise, programs like SuperValu’s “rewards for reducing plastic waste” point toward a future where loyalty perks aren’t just about discounts but also align with consumer values.

Why It Matters

For businesses, loyalty isn’t just about customer retention anymore—it’s about owning the customer relationship across multiple touchpoints. With more than $387 million up for grabs by 2029, brands that adapt with personalization, gamification, and eco-friendly perks will be the ones that keep winning wallets.

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