Fishka, Ukraine’s largest coalition loyalty program, releases new report, “Loyalty because the New Forex,” displaying that reductions are now not the deciding issue.
Belief and emotional connection have turn into highly effective drivers of product selection, whereas gasoline stations, supermarkets, and meals service chains rank among the many high classes the place loyalty packages are used most actively, based on new analysis from Fishka.
Fishka is Ukraine’s solely coalition loyalty program, bringing collectively main companions from throughout a number of industries for greater than 16 years. This system at the moment has over 10 million clients in Ukraine.
Loyalty because the New Forex is a complete report primarily based on Fishka’s loyalty program analysis, protecting information from 2021 to 2025 in Ukraine.
At this time, loyalty packages are usually not solely essential for manufacturers but additionally an integral a part of every day life for a lot of Ukrainians: 78% of respondents in Fishka’s examine stated they continued utilizing loyalty packages all through the full-scale invasion, and 51% reported utilizing them considerably extra usually.
On the identical time, shopper decisions are formed by greater than monetary advantages alone. Social accountability has emerged as one of many defining tendencies amongst Ukrainian manufacturers, lots of that are integrating charity into their methods — mostly via donation options. These insights come from the Loyalty because the New Forex, the primary large-scale examine carried out by Fishka, Ukraine’s largest coalition loyalty program.
In regards to the Research
Fishka engaged each shoppers and business consultants (together with world ones) to hold out a complete loyalty examine geared toward understanding how loyalty is evolving in on a regular basis interactions between manufacturers and their clients.
“It was essential for us not simply to gather information, however to listen to the voices of the individuals and firms who construct long-term buyer relationships each single day. We consider research like this assist your entire business transfer ahead consciously primarily based on info quite than instinct,” says Olha Semchuk, CEO of the Fishka loyalty program.
Key Findings and Loyalty Program Traits
Seventy-nine % of surveyed clients say that the presence of a loyalty program influences their selection of services, whereas 78% report that customized reductions can inspire them to make a purchase order.
Hyper-personalization and Automation
Fifty-eight % of firm consultants surveyed say that investing in personalization is amongst their high priorities for 2025.
Information Privateness
Clients count on that:
- Their private information is not going to be shared with third events with out consent.
- All info is offered clearly and transparently – with out formalistic checkboxes or complicated wording.
- There’s a clear understanding of what information is collected and for what function.
Gamification
The development is quickly gaining momentum: round 55% of Fishka’s surveyed clients reported participating with gamification components in cellular apps.
The preferred actions embrace spin-the-wheel video games, prize attracts, and instant-win lotteries.
“Fishka has applied a sequence of gamified initiatives – ‘FISHKOHRAI,’ ‘SLOVOHRAI,’ ‘SERTSEHRAI,’ ‘SVYATOHRAI,’ and ‘SMAKOHRAI.’ Every had its personal objective, distinctive mechanics, and measurable outcomes. By these initiatives, we not solely elevated engagement throughout the app but additionally strengthened the emotional reference to our clients,” says Sofiia Luts, CMO at Fishka.
Partnerships
Thirty-two % of corporations worldwide prioritize investing in partnership initiatives as a key space of loyalty program improvement.
Clients, in flip, count on factors to perform as a common foreign money – usable all over the place, not simply at choose areas. The method of redeeming factors must be easy and accessible, whether or not at a gasoline station or a pharmacy.
Social Accountability
Forty-four % of Fishka’s surveyed clients need the choice to donate their factors.
The principle codecs for manufacturers’ social engagement embrace:
- Direct donations
- Share of earnings donated
- Partnerships
- Gamification initiatives
- Charitable merchandise
- Level-based donations
Consumer Expertise
Sixty-seven % of Fishka’s surveyed clients recognized the cellular app as essentially the most handy method to interact with the loyalty program, whereas 77% obtain info via the app – underscoring its position as the first platform for interplay.
Clients additionally count on this system to run easily and reliably, with full management over level balances, promotion phrases, and the flexibility to handle all the things in just some clicks.
How the Research Was Carried out
Fishka carried out in-depth interviews with business professionals whose companies have already applied loyalty packages, in collaboration with the analysis company Fama.
Moreover, Fishka analyzed its buyer database from 2021 to 2025 and carried out a web-based survey involving 1,096 respondents, applied along with the analysis firm Gradus.
Utilizing over 100 metrics – akin to buy frequency, spending quantities, engagement ranges, and demographic information, Fishka grouped clients into segments utilizing the k-means clustering. This strategy allowed the identification of clusters with shared habits, engagement ranges, and shopper habits.
“For the database evaluation, we targeted on the energetic portion of this system’s clients. Their habits, traits, and analytical indicators spotlight the necessity for various approaches to personalization for every section,” says Mykhailo Senko, Head of Information Administration at Fishka.
The examine additionally included an evaluation of publications from worldwide corporations and the outcomes of worldwide analysis carried out between 2024 and 2025.
