Fishka, Ukraine’s largest coalition loyalty program, releases new report, “Loyalty as the New Currency,” showing that discounts are no longer the deciding factor.
Trust and emotional connection have become powerful drivers of product choice, while fuel stations, supermarkets, and food service chains rank among the top categories where loyalty programs are used most actively, according to new research from Fishka.
Fishka is Ukraine’s only coalition loyalty program, bringing together leading partners from across multiple industries for more than 16 years. The program currently has over 10 million customers in Ukraine.
Loyalty as the New Currency is a comprehensive report based on Fishka’s loyalty program research, covering data from 2021 to 2025 in Ukraine.
Today, loyalty programs are not only a must-have for brands but also an integral part of daily life for many Ukrainians: 78% of respondents in Fishka’s study said they continued using loyalty programs throughout the full-scale invasion, and 51% reported using them significantly more often.
At the same time, consumer choices are shaped by more than financial benefits alone. Social responsibility has emerged as one of the defining trends among Ukrainian brands, many of which are integrating charity into their strategies — most commonly through donation features. These insights come from the Loyalty as the New Currency, the first large-scale study conducted by Fishka, Ukraine’s largest coalition loyalty program.
About the Study
Fishka engaged both consumers and industry experts (including global ones) to carry out a comprehensive loyalty study aimed at understanding how loyalty is evolving in everyday interactions between brands and their customers.
“It was important for us not just to collect data, but to hear the voices of the people and companies who build long-term customer relationships every single day. We believe studies like this help the entire industry move forward consciously based on facts rather than intuition,” says Olha Semchuk, CEO of the Fishka loyalty program.
Key Findings and Loyalty Program Trends
Seventy-nine percent of surveyed customers say that the presence of a loyalty program influences their choice of products and services, while 78% report that personalized discounts can motivate them to make a purchase.
Hyper-personalization and Automation
Fifty-eight percent of company experts surveyed say that investing in personalization is among their top priorities for 2025.
Data Privacy
Customers expect that:
- Their personal data will not be shared with third parties without consent.
- All information is presented clearly and transparently – without formalistic checkboxes or complex wording.
- There is a clear understanding of what data is collected and for what purpose.
Gamification
The trend is rapidly gaining momentum: around 55% of Fishka’s surveyed customers reported engaging with gamification elements in mobile apps.
The most popular activities include spin-the-wheel games, prize draws, and instant-win lotteries.
“Fishka has implemented a series of gamified projects – ‘FISHKOHRAI,’ ‘SLOVOHRAI,’ ‘SERTSEHRAI,’ ‘SVYATOHRAI,’ and ‘SMAKOHRAI.’ Each had its own goal, unique mechanics, and measurable outcomes. Through these projects, we not only increased engagement within the app but also strengthened the emotional connection with our customers,” says Sofiia Luts, CMO at Fishka.
Partnerships
Thirty-two percent of companies worldwide prioritize investing in partnership initiatives as a key area of loyalty program development.
Customers, in turn, expect points to function as a universal currency – usable everywhere, not just at select locations. The process of redeeming points should be simple and accessible, whether at a fuel station or a pharmacy.
Social Responsibility
Forty-four percent of Fishka’s surveyed customers want the option to donate their points.
The main formats for brands’ social engagement include:
- Direct donations
- Percentage of profits donated
- Partnerships
- Gamification initiatives
- Charitable products
- Point-based donations
User Experience
Sixty-seven percent of Fishka’s surveyed customers identified the mobile app as the most convenient way to engage with the loyalty program, while 77% receive information through the app – underscoring its role as the primary platform for interaction.
Customers also expect the program to run smoothly and reliably, with full control over point balances, promotion terms, and the ability to manage everything in just a few clicks.
How the Study Was Conducted
Fishka conducted in-depth interviews with industry professionals whose businesses have already implemented loyalty programs, in collaboration with the research agency Fama.
Additionally, Fishka analyzed its customer database from 2021 to 2025 and carried out an online survey involving 1,096 respondents, implemented together with the research company Gradus.
Using over 100 metrics – such as purchase frequency, spending amounts, engagement levels, and demographic data, Fishka grouped customers into segments using the k-means clustering. This approach allowed the identification of clusters with shared habits, engagement levels, and consumer behavior.
“For the database analysis, we focused on the active portion of the program’s customers. Their behavior, characteristics, and analytical indicators highlight the need for different approaches to personalization for each segment,” says Mykhailo Senko, Head of Data Management at Fishka.
The study also included an analysis of publications from international companies and the results of global research conducted between 2024 and 2025.