Greek supermarkets expand loyalty programs as market nears $300M

Greek retailers are accelerating loyalty schemes that combine physical cards with mobile apps to gather detailed purchase data and offer targeted coupons, points and cashback. A recent IELKA survey of 1,500 shoppers showed 47 % prioritize low prices, 19 % value promotions, yet 58 % actively chase offers, visiting supermarkets an average of 3.2 times weekly across 2.2 different chains.

Research and Markets estimates the Greek loyalty‑program market at $274.3 million in 2025 and $316.4 million in 2026, growing at a 15.4 % annual rate and projected to exceed $500 million by 2030. Major chains are integrating loyalty cards into digital profiles, allowing personalised offers based on individual buying habits, while third‑party apps let consumers capture receipts from any retailer to earn points.

The Ministry of Development has launched the PosoKanei platform, enabling shoppers to compare prices across chains and even with other European markets, further encouraging data‑driven competition.