The loyalty landscape is rapidly evolving worldwide, but the trends are different across all regions. Our Global Customer Loyalty Report 2025 offers valuable insights into global trends, with a particular focus on the Nordic region. Based on an analysis of 230 million member actions and 2,600 survey answers that were used for the report, this article summarizes the most important takeaways for countries such as Denmark, Sweden and Norway.
Want to know the global loyalty program trends for 2025 and onwards? Download our Global Customer Loyalty Report 2025 – it has over 600 regional and demographic statistics!
High Satisfaction, High Revamp: A Nordic Paradox
One of the key findings of the report is the high level of satisfaction with loyalty programs across the Nordic countries. Norway, Sweden, and Denmark all demonstrate satisfaction rates significantly above the global average.
Specifically, 66% of respondents in Norway, 77% in Sweden, and 75% in Denmark expressed satisfaction with their programs’ performance. This indicates that Nordic brands are generally successful in meeting their customers’ loyalty needs.
However, despite the high satisfaction levels, there is a strong intention among Nordic brands to revamp their loyalty programs.
- In Norway, 46% of brands want to revamp.
- In Sweden, this figure rises to 78%.
- Denmark also shows a significant desire for program updates, with 50% of brands expressing a strong interest in revamping.
A possible explanation for this is that unlike in many other regions, the desire to revamp doesn’t stem from dissatisfaction but rather to stay fresh and competitive.
Interestingly, there is a notable interest in points pooling and family accounts, with 42% of Nordic brands keen to introduce these features, compared to a global average of 31%. This suggests a desire to foster community and shared benefits within loyalty programs.
Tailoring Loyalty to Consumers in Denmark, Sweden, and Norway
The report also delves into specific trends within the Nordic region, though consumer preferences vary across the Nordic countries just as much.
Norwegians desire flexible reward redemption options. Swedes want more ways to earn points, and Danes prefer programs with no point expiration. These nuances highlight the importance of tailoring loyalty programs to specific national preferences.
Gen Z in the Nordics also demonstrates unique behaviors.
- In Sweden, Gen Z members join 1-5 loyalty programs.
- In Norway, nearly half (47%) want to join AI loyalty programs.
- In Denmark, 80% of Gen Z favor programs that provide discounts, underscoring the importance of value-driven initiatives for this demographic.
Lastly, AI usage is another area of interest. In the Nordics, 36% of consumers are more likely to join AI-driven loyalty programs, slightly below the global average of 39%. This indicates a general openness to innovative solutions and personalized experiences driven by artificial intelligence.
What Does the Future Hold for Nordic Loyalty Programs?
In conclusion, the Nordic region has a dynamic loyalty program landscape. High satisfaction levels coexist with a strong desire for program revamps, driven by a commitment to competitiveness and customer engagement. By understanding the specific preferences and trends within each country, brands can create tailored loyalty programs that resonate with their target audiences and drive lasting customer relationships.
Want to strike up a conversation about launching your loyalty program? Get in touch with our experts by booking a demo to see our platform’s capabilities or sending us an RFP.
Also, don’t forget to download our Global Customer Loyalty Report 2025, if you haven’t already!
Zsuzsa is the Chief Strategy Officer and Co-founder of Antavo. She has experienced Antavo grow from a startup into a market-leading, global scaleup for loyalty program technology, serving global brands and retailers. She was named Personality of the Year at the 2024 International Loyalty Awards, and listed by Forbes as one of Europe’s top 100 female founders in tech, Zsuzsa is a former journalist recognized by the European Commission.
