At MOL Group, loyalty isn’t just a program—it’s part of a bigger picture. It works hand-in-hand with CRM systems, marketing tools, mobile apps, and data analytics. Together, these tools help deliver better results for the business.

The team measures success by looking at how these tools, along with loyalty programs, impact real customer behavior. When they compared their current program to older ones, they saw a big jump in customer engagement and transactions. Even when they factored in natural brand growth, loyalty still stood out as a key driver of results. To keep it simple, they use unit economics to measure the cost and benefit of loyalty per customer. This includes things like IT costs, staff, and rewards. Right now, the benefits are three times higher than the costs—and as the program grows, this gap keeps getting bigger.

István shared this insight: loyalty isn’t just about points and rewards. It’s about creating a system that keeps customers coming back and builds long-term value for the business.