A loyalty programme is a scheme that rewards a customer's repeat purchases — stamps, points, perks — to increase how often they visit and how much they spend in your business. In Belgium it also has to comply with the GDPR and speak the customer's language, which changes from one municipality to the next. Here is what a retailer needs to know before launching one in 2026.
Belgium: a market of local shops and phones
Belgians are attached to their baker, their hairdresser, their corner café. And they go there with their phone: according to Statbel's 2025 ICT survey, they spend an average of 3.7 hours a day online. Paying is already digital too: the Digital Payments Barometer 2026 (Febelfin, Bancontact, Mastercard, Visa and Worldline, 1 July 2026) reports that 59% of people living in Belgium have already paid with a smartphone or wearable, that 84% prefer electronic payment to cash, and that the preference for mobile payment rose from 15% in 2025 to 20% in 2026.
A loyalty programme that lives in Apple Wallet or Google Wallet fits into that gesture. A cardboard card does not.
GDPR: the rules to follow
The GDPR applies as soon as you record a customer's first name or e-mail. Four principles are enough to stay compliant:
- Consent: the customer explicitly agrees to join the programme, and separately to receive marketing messages.
- Data minimisation: collect only what is needed — a first name and an e-mail are enough for a card.
- Customer rights: they can request access to, export or deletion of their data, and unsubscribe at any time.
- Purpose: the data serves the programme, nothing else.
With Goodly, consent is built into the sign-up form, the customer unsubscribes in one click from every e-mail, and you can export or delete a customer record from your dashboard.
Multilingualism: an advantage not to overlook
In Brussels the customer often wants their card in French; in Flanders, in Dutch; in the East Cantons, in German; and in international neighbourhoods, in English. A programme that speaks only one language leaves part of your customers aside.
With Goodly, the sign-up page and the card exist in French, Dutch, German and English; the customer sees the language of their phone. For a Brussels business, our guide customer loyalty in Brussels details the capital's specifics.
Stamps or points?
Two mechanics exist, and the right choice depends on your average ticket:
| Mechanic | When to choose it | Example |
|---|---|---|
| Stamps | Frequent purchases at similar prices | 10 coffees, the 11th free |
| Points per euro | Very variable amounts | 1 point per euro, €10 off at 200 points |
The guide stamps or points compares both in detail.
How many stamps before the reward?
Benchmarks for the Belgian market, to adjust to your margin:
| Business | Stamps | Reward |
|---|---|---|
| Café | 8 to 10 | Free coffee |
| Bakery | 10 to 12 | Bread or pastry |
| Restaurant | 6 to 8 | Dessert or 15% off |
| Hairdresser | 5 to 6 | Haircut at 50% off |
Before confirming, work out what the reward really costs you with our guide calculating the cost of a reward.
Paper, app or Wallet?
- The paper card costs nothing to set up, but gets lost, gives no data and allows no reminders.
- A dedicated mobile app offers total freedom, but requires development, maintenance and a download that few customers make for a local business.
- The card in Apple Wallet or Google Wallet sits in between: no app to install, push notifications, real-time data, for a monthly subscription.
Our comparison Wallet card or mobile app goes through the criteria; the guide Apple Wallet and Google Wallet for your business explains how it works.
Carrying over the paper cards already in circulation
Do your customers already have stamp cards? Do not make them start from zero. Set a rule (stamps shown at the counter are credited once to the digital card, after a check) and apply it to everyone. The procedure is described in carrying over stamps from paper cards.
What about the till?
Three cases:
- No integration: you validate visits from a phone or tablet. The staff cashier mode lets every employee do it with a team code and the customer's PIN, with no access to your account.
- Shopify or Lightspeed: sales credit the card automatically.
- Another till: start manually; the list of connectors is on the integrations page.
The guide a loyalty programme without changing your till covers the first option.
How much does it cost in Belgium in 2026?
Goodly is a Belgian company and its prices are quoted excluding VAT: Pro €29, Business €69 and Multi-sites €149 per month. The 14-day free trial applies to the Pro plan. An annual commitment gives 15% off, two years 20% off, and every subscription comes with a 30-day guarantee. The features of each plan are on the pricing page.
Frequently asked questions
Do I need the customer's consent to send them notifications?
Yes. Adding the card to the Wallet counts as accepting card updates; marketing messages by e-mail require separate consent, which the Goodly form collects.
Can a customer have their data deleted?
Yes, it is a GDPR right. You delete their record from the dashboard; the card becomes inactive.
In which language does the customer see their card?
In the language of their phone, among French, Dutch, German and English. There is nothing to configure.
Getting started
Pick your trade — bakery, coffee shop, hairdresser — and create your card. The 14-day Pro trial commits you to nothing.