: le guide complet pour commerçants (2026) loyalty card
A loyalty card is still the simplest tool to bring customers back to a local shop. But between the cardboard card, the app to download and the digital card in the phone, the choice is no longer obvious. This guide covers the essentials: how a loyalty card works, which format to choose, how to set it up and what it really costs.
What is a loyalty card?
A loyalty card rewards a returning customer. The most common type is the stamp card: one stamp per visit or purchase, and a reward when the card is full ("10th coffee free"). Another variant is the points card: the customer earns points based on the amount spent, then exchanges them for a perk.
Either way, the goal is the same: give customers a reason to choose your shop over another, and get them coming back a little more often. For a neighbourhood shop, a few extra visits per customer per year quickly add up in revenue.
Paper, app or digital card: the 3 formats
- The paper card: almost free and instant. But it gets lost, forgotten and easily forged, and it doesn't tell you who comes back. You can create one for free to get started.
- The downloadable app: packed with features, but many customers refuse to install yet another app for a single shop.
- The digital card with no app: the customer scans a QR code and their card opens on their phone, with nothing to download. It combines the simplicity of paper with the benefits of digital (reminders, statistics, anti-cheating). See how it works.
The detailed comparison: paper or digital loyalty card.
Stamps or points: which system to choose?
Stamps suit repeat purchases with a stable basket: coffee, bakery, pizzeria, hairdresser. Understood in a second.
Points suit shops where basket sizes vary a lot (delicatessen, wine shop, boutique): a customer who spends €80 should earn more than one who spends €8.
Golden rule: if you need more than 10 seconds to explain the system, it's too complicated.
How many stamps and which reward?
The card should fill up in 2 to 3 months for a regular customer. In practice: 8 to 10 stamps for a daily purchase (coffee, bread), 5 to 6 for a monthly service (hairdresser, beauty salon). The reward is usually 5 to 10% of what the customer spent to fill their card.
A concrete reward ("1 free pizza") motivates more than an abstract discount. To work out your tiers: how many stamps on a loyalty card. For ideas: 20 reward ideas.
How much does a loyalty card cost?
| Format | Typical cost | What's included |
|---|---|---|
| Paper card | A few dozen euros of printing | Stamps only |
| Digital card | About €20 to €100 per month depending on the tools | Card on phone, statistics, reminders, offers |
| Custom-built app | Several thousand euros | An app in your name, which customers must download |
The right calculation isn't the price alone, but what the tool brings in: a few extra visits a month are often enough to pay for it. Do the maths with the profitability calculator.
Set up a loyalty card in 5 steps
- Set the reward and the number of visits.
- Choose the format: paper to test, digital to last.
- Customize the card with your colors and logo.
- Train your team: offer the card out loud, to every customer, when they pay.
- Measure after a month: number of sign-ups, customers who came back, rewards handed out.
The detailed step-by-step: create a loyalty card for your shop.
et RGPD loyalty card
An anonymous paper card isn't affected. As soon as you collect a first name, phone number or email, GDPR applies: inform the customer, keep only useful data, get their consent before sending offers, and delete inactive customers' data after a reasonable period. Details: loyalty cards and GDPR.
The mistakes that make a loyalty card fail
- A reward that's too far off: 20 stamps for a coffee, nobody will get there.
- Not talking about it: a card left on the counter without a word won't get adopted.
- Never following up: a customer who hasn't come in for two months won't come back on their own. See winning back inactive customers.
- A system that slows down the till: validation should take a few seconds.
Frequently asked questions
Is a loyalty card profitable for a small shop?
Yes, in most cases: it brings customers you already have back more often, which costs less than attracting new ones. A few extra visits a month are usually enough to cover its cost.
Do you need an app for a digital loyalty card?
No. An app-free digital card opens in the phone's browser after scanning a QR code: the customer has nothing to download.
How many boxes should a loyalty card have?
8 to 10 for a frequent, inexpensive purchase, 5 to 6 for a rarer purchase. The card should fill up in 2 to 3 months.
Can you create a loyalty card for free?
Yes, for a paper card: FidèlPro's free maker generates a sheet of 10 cards to print, no sign-up needed.