How Migros Drives Sustainable Loyalty Through Digital Innovation

Most loyalty programs are failing. US and European consumers are signing up for more programs than ever, but actual engagement is dropping year-by-year.

Why? Because most customer loyalty programs are stuck in the transactional “earn and burn” cycle that modern customers no longer value.

In this on-demand masterclass, originally recorded live at OMR 2026, we go behind the scenes with Migros – Switzerland’s retail giant – to show you how they broke the cycle and built a community of 6.4 million super-fans.

You’ll discover:

• Marketing funnel is history: Why the traditional marketing funnel is a friction trap and how to leverage the loyalty flywheel instead.
• Deal seekers vs. loyal advocates: How to stop wasting budget on attracting price-sensitive shoppers who leave you for the next best deal.
• The Migros secret ingredient: How they use 1% of their turnover to fuel culture and community, creating an emotional connection.
• 5-step tactical guide: A clear roadmap to go from another boring loyalty program to a legitimate loyalty leader.
• Modern loyalty tech stack: How to use SAP CDP, CLM, and Engagement Cloud to create 1:1 personalization that feels human.