Customer Loyalty Programs in Switzerland Explained

September 26, 2025 - Ralf Beyeler

Many Swiss retailers offer customer loyalty programs that reward customers with points or entitle them to certain privileges. In this guide, moneyland.ch gives you an overview of customer loyalty programs from Swiss retailers and answers the most important questions.

The most popular customer loyalty programs in Switzerland are the Supercard program from Coop and the Cumulus program from Migros. But many other merchants also let customers collect loyalty points. In this guide, moneyland.ch answers frequently-asked questions about major customer loyalty programs.

Which retailers offer customer loyalty programs?

Many retailers in Switzerland have these programs. In addition to Migros and Coop, other supermarkets like Volg, Lidl, and Spar also have their own customer loyalty programs.

But there are also established retailers that do not. Examples include Denner, Aldi Suisse, Digitec, Galaxus, Landi, Ottos, and C&A.

Good to know: Most customer loyalty programs are limited to one chain store and its online shop. But some, like those from Migros and Coop, can be used to collect rewards at many different chains and online stores in the same retail group, though not always at all stores in the group (see table 1).

For example, Migros subsidiaries Denner, Digitec, and Galaxus do not participate in the Cumulus customer loyalty program. Coop subsidiary Nettoshop does not participate in the Supercard program.

How can I collect points?

You usually collect points by presenting your customer card at the checkout—either as a plastic card or digitally via an app. For online purchases, all you need to do is enter your card number once in your customer account. Volg only gives customers stamps that can be stuck into a collection booklet.

Can I use my phone to collect reward points?

In many cases, yes. Many retailers offer a mobile app (see table 1), and a digital version of your membership card is normally available in the app. You can collect points by presenting this digital card when paying for your purchases.

Some retailers do not have their own customer loyalty apps, but make digital membership cards available for independent digital wallets in which multiple customer loyalty cards can be stored. Examples of apps that can be used to store loyalty cards include Apple Wallet, Google Wallet, Poinz, and Stocard. Even membership cards from retailers that offer their own mobile apps can often be added to these third-party wallets. However, the store employees may require you to have the store’s own app in some cases.

Most retailers let you choose between a physical membership card, or a digital membership card or app. But there are exceptions. For example, Volg uses sticker sheets for rewards instead of a card or app. Lidl’s reward program is only available as a mobile app.

Which rules apply to customer loyalty programs?

Each customer loyalty program has its own rules. Many reward you with one point for every one Swiss franc you spend at the store. That translates into a one-percent discount. Some retailers run special promotions which let you earn extra points for spending. For example, a store may reward you with more points when you buy certain products.

Rule for redeeming your rewards also vary. Some retailers let you redeem your points towards purchases right when you pay in the store. Other merchants give you vouchers in exchange for your points, and these vouchers can, in turn, be used to pay at the store.

Some retailers – including Spar, and Brack.ch – do not reward program members with points at all. Instead, membership in their customer loyalty programs entitles you to exclusive deals, a complimentary coffee or a contract extension, for example.

How can I redeem my reward points?

The redemption process varies between different programs. With some customer loyalty programs (Cumulus, for example), you automatically receive vouchers that can be used just like cash at the checkout. Others (like Coop’s Supercard program) let you pay for certain purchases directly with points.

You can always use Supercard points to pay at Coop City department stores (except in the grocery departments). At Coop supermarkets, Superpoints can be used to pay for certain products during special promotions. You can also redeem Supercard points for Coop gift cards using the Coop mobile app.

With Lidl Plus, you can convert the bonus points you earn into vouchers for specific products or a specific amount directly in the app.

At Volg supermarkets, you simply present your completed reward sticker sheet at the till to collect a 10-franc bill.

How much money do I save by collecting loyalty rewards?

As a general rule, you receive rewards equivalent to one percent of the amount you spend on purchases. But the exact amount varies between retailers (see table 2). Additionally, many retailers run special promotions with higher rewards for certain purchases or time frames, meaning you get more points and therefore a higher “discount.”

What should I pay attention to when collecting rewards?

When you shop at the store, you normally have to present the bar code or QR code of your customer loyalty card at the till in order to collect points for a purchase. For online shopping, you normally have the option of saving your customer loyalty number for future purchases.

Do I get rewarded for all of my purchases?

Retailers list purchases that do not qualify for rewards in the terms and conditions of their loyalty programs. Purchases which you typically do not earn loyalty points for include the following: Taxes (such as the advance recycling fee), highway vignettes, fee bags, vouchers, credit (e.g., for Netflix or Spotify), lottery tickets, spirits, and tobacco products.

Stores that participate in the Migros Cumulus program generally do not reward you with Cumulus points for purchases of alcoholic beverages and products containing tobacco. That applies to purchases of beer, wine, cigarettes, and cigars from the Migros online shop and from Migrolino and Voi stores.

Some retailers have lower reward rates for certain products. For example, Migros and Coop reward you with points when you tank at their gas stations, but you do not earn the standard one point per one franc of purchases. Instead, Coop rewards you with one Superpoint for every liter of fuel purchased, and Migros rewards you with one Cumulus point per two liters of fuel.

Do I have to carry all my loyalty cards around with me in order to collect points at different stores?

It can be easier to store the digital versions of customer loyalty cards on your phone – either in the retailer’s own app, or in a third-party mobile wallet.

If you prefer to keep your customer loyalty cards in your wallet, it is worth noting that some retailers offer stickers with your customer loyalty barcode. You can place several stickers from different retailers on just one plastic card, which saves space. However, you should avoid placing these stickers on your debit card or credit card. Payment cards are sensitive, and placing stickers on them can lead to issues when using ATMs or making card-based payments.

Can reward points expire?

Yes. Many reward programs have expiry periods for points or coupons. Each retailer has its own expiry rules. Here are some examples:

The points you earn with Coop’s Supercard program expire if you do not use your customer loyalty card for 12 months.
Migros customers lose their Cumulus program membership if they do not use their card for 24 months, or if their account statements are returned for 24 months due to an incorrect address. The vouchers you receive for your Cumulus points have expiry dates, which are printed on the vouchers.
At Decathlon and Müller, points expire one year after they are collected.
Volg stickers do not expire.

Do retailers use customer loyalty programs to harvest data about my shopping habits?

Yes. One of the most contentious points about the customer loyalty programs from many retailers is that they collect data about their customers’ purchases. The programs from most retailers record detailed information about each purchase. This information shows retailers exactly what you bought, and when and where you bought it. Retailers can use this data to create a custom profile.

Can I collect and redeem points for online shopping as well?

Yes, many online retailers do let you earn loyalty points. Some online shops only require you to enter your loyalty number once, after which you earn points automatically when you shop.

But there are exceptions. For example, Volg does not reward you with stickers for home deliveries from its online store.

What do customer loyalty programs cost?

Participation in loyalty programs is normally free of charge. Typically, there are no minimum spending requirements or other conditions for participating in these programs. But here too, there are exceptions. Brack, for example, requires that you make at least five purchases per year in order to renew your loyalty program membership in the following year.

Are there other Swiss reward programs and customer loyalty programs?

The overview above is limited to current loyalty programs from major Swiss retailers. But many small businesses and restaurants also offer loyalty programs. Stamp cards are widely used. For example, many cafés use these to reward you with a complimentary coffee for every 10 coffees you purchase. Many stores, cafés, and restaurants offer digital versions of their stamp cards via the Poinz app.

Some merchants offer temporary loyalty programs. For example, during a limited promotional period, customers may be offered reward points in the form of stickers that can be redeemed for discounts for certain products. Important: Even if you get loyalty discounts, it is always worth comparing the discounted price with offers from competing stores. It is possible that the standard price being charged for that item at a different store is cheaper than the discounted price that you could get with your customer loyalty discount.

More on this topic:
Compare Swiss credit cards now
Swiss credit card reward programs explained
Earning and using airline miles in Switzerland: A complete guide
Using credit cards to earn free flights