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The modern consumer demands more personalized, seamless, and most importantly rewarding experiences, and enterprises have understood the assignment. Mere discount coupons or flashy sales won’t keep customers coming back—customer engagement and retention have a lot more going for them and the name of the game is—customer loyalty.
Spain’s loyalty landscape aligns closely with broader European trends, reflecting a shift from transactional to experiential and value-driven loyalty. Just like in France, Germany, and the UK, Spanish consumers are increasingly drawn to coalition programs, tiered reward structures, and financial service-linked loyalty offerings. The adoption of digital-first, AI-driven personalization and seamless omnichannel integration is becoming the norm across Europe, with Spain rapidly embracing these innovations.
Furthermore, sustainability-focused loyalty programs—gaining traction across Nordic countries and Western Europe—are making inroads in Spain as brands recognize the growing consumer demand for eco-conscious incentives and ethical rewards. Multi-brand partnerships, like Repsol Más’ collaboration with Air Miles Spain, parallel successful coalition models in Germany and the Netherlands, reinforcing the idea that loyalty in Spain is not evolving in isolation but as part of a broader European loyalty revolution.
With the huge influx of data and AI innovation, Spain’s loyalty strategies are evolving to become more customer-centric and data-driven. In this comprehensive read, we explore why having a robust customer loyalty strategy in place is a must in Spain and how some of the big names are leveraging it.
Digital transformation has catapulted Spain’s loyalty space. More than ever, modern consumers are engaging with brands through multiple channels, from e-commerce platforms to mobile applications and social media.
Traditional point-based loyalty models are being replaced or supplemented by hyper-personalized rewards, experiential benefits, and AI-powered customer engagement.
Factors Driving Digital Transformation in Spain |
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| Mobile First Engagement: With an all-time high smartphone penetration in Spain, enterprises are prioritizing app-based loyalty experiences. |
| AI-Driven Personalization: Loyalty programs are more aligned with changing consumer preferences thanks to predictive analytics and AI-powered recommendation engines. |
| Omnichannel Integration: Brands are needing to unify rewards programs across platforms, with customers expecting seamless interactions whether it be online or in-store. |
| Emphasis on Emotional Loyalty: The modern consumer is looking beyond transactional rewards, through community-building, exclusive experiences, and value-driven connections to foster deeper engagement. |
AI can be attributed to the adoption of automated loyalty engines by enterprises, revamping customer loyalty in Spain. How you ask?
AI + Loyalty Strategy Benefits |
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| Analyze customer behavior in real-time to deliver hyper-personalized offers and recommendations. |
| Automate reward mechanisms based on consumer interactions, preferences, and past purchasing history. |
| Enhance predictive analytics to understand potential churn risks and proactively re-engage customers. |
| AI-powered loyalty solutions are particularly beneficial in competitive industries like retail, travel, and financial services, where differentiation and customer retention are crucial. |
We’ve discussed why loyalty will work in Spain and how digital transformation and AI can drive that. In this section, we’ll tie all of the above together and quickly examine a few notable loyalty programs in Spain.
Top 5 Loyalty Programs in Spain |
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1. Repsol Más |
Repsol Más is a fuel rewards program that goes beyond simple discounts by offering personalized incentives based on user refueling habits. Members can accumulate points and enjoy exclusive discounts on purchases, movie tickets, and free car washes, enhancing the program’s overall value. |
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2. El Corte Inglés Club Card |
Spain’s largest department store chain offers a loyalty card that not only provides flexible payment options but also includes seasonal promotions, exclusive access to sales, and discounts on fashion, electronics, and groceries. For instance, members can accumulate 10% of purchase value and redeem it in future transactions at their department stores. The program promotes higher spending through structured rewards for customers who are looking for differentiated benefits. |
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3. Iberia Plus |
Iberia’s frequent flyer program enables members to earn Avios or Elite points on flights, hotel stays, car rentals, and retail purchases with 90+ partner brands. These points can be redeemed for free cabin upgrades, priority boarding, or access to VIP lounges globally, making it one of Spain’s most valuable airline loyalty programs |
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4. Club Carrefour |
Carrefour’s loyalty program is designed to reward everyday spending by offering cashback on purchases, personalized discount coupons, and extra benefits for frequent shoppers. For instance, members can avail daily offers like 10% discounts on fruits and vegetables across all stores through the Carrefour app. Carrefour also adds gamification to their program where Club members sign up for a challenge and save up to €50 per month on selected brands. |
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5. Esfera |
Esfera is the rewards program for Banco Santander—a multinational fintech. The program enhances customer retention through a multi-tiered rewards system that offers preferential loan rates, cashback on transactions, low-cost air tickets or hotel stays. Members can even convert accumulated Esfera points to ALL Rewards Points which could be used across Accor’s 5000 hotels. The program leverages experiential rewards like tourist tours, cultural activities, and much more. |
As customer expectations continue to evolve, brands in Spain must adapt their loyalty strategies to remain competitive. Future trends likely to shape the loyalty landscape include:
| Subscription-Based Loyalty Models: More enterprises are adopting subscription-based loyalty models that feel flexible and offer enhanced experiences. |
| Blockchain-Based Rewards: Blockchain tech is yet another aspect taking Spain’s loyalty space by storm, offering secure, transparent, and flexible reward systems. |
| Gamification and Interactive Rewards: Enterprises are adopting gamification loyalty models, engaging customers through interactive experiences, challenges, and gamified rewards, bringing new meaning to customer engagement. |
| Real-Time Loyalty Engagement: Automation has been at the core of loyalty with AI-powered chatbots & conversational AI showing promise in making program interactions feel engaging and easy to use. |
| Sustainability-Driven Loyalty Initiatives: Spaniards are increasingly favoring brands that offer sustainability initiatives that are aligned with their values, favoring stronger brand recall. |
Brands that embrace these trends will build deeper connections and stronger customer loyalty.
Key Metrics: Spanish Loyalty Market |
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Metric |
Value |
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Market Size (2025) |
$1.34 billion |
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Projected Market Size (2029) |
$2.23 billion |
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CAGR (2025-2029) |
13.5% |
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Annual Growth Rate (2025) |
16.1% |
| Historical CAGR (2020-2024) |
18.1% |
| Key Growth Drivers |
Coalition programs, financial service integration, tiered loyalty structures, and value-based rewards |
That’s a wrap of this fun read. Traditional earn-and-burn programs won’t please this demographic. Your loyalty strategies must be aligned with your consumer preferences, striking the right balance between rational and emotional loyalty.
Brands need to invest in robust loyalty software to cater to dynamic customer-centric experiences to drive long-term engagement and foster brand affinity. Businesses looking to enhance their loyalty strategies must stay ahead of emerging trends, integrate AI-driven insights, and create value-driven connections with their customers. As the loyalty landscape in Spain continues to evolve, brands that innovate and prioritize customer-centricity will stand out in a highly competitive market.
How about an all-in-one loyalty solution for all your customer engagement and retention efforts? Explore Capillary’s Loyalty+, a robust loyalty management software powered by AI and ML algorithms leveraged by 400+ enterprises globally with the likes of NASCAR, Indigo, Shell, Al Futtaim Group and many more! Get in touch with our Loyalty Experts today!
March 3, 2025 | 6 Min Read
With digital transformation, gamification, and sustainabilit