PROGRAM CARD - Fìdaty

Program name: Fìdaty
Distinction: pioneer of Italian grocery loyalty
Brand / operator: Esselunga S.p.A.
Family / owner: Gruppo Esselunga (Caprotti family; independent company)
Industry: grocery retail
Industry benchmark: yes
Market: Italy (IT)
Related programs: none (program exclusive to Esselunga, but the Fìdaty Card is also valid across affiliated chains: EsserBella perfumeries, Atlantic bars, Esselunga Group online stores)
Status: active
Legal / temporal status: no restrictions; the program has operated continuously since 1995; most recent significant terms change effective 18 Feb 2026
Launch year: 1995 (first card issued on 23 January 1995); most recent major change to the earn mechanic: 19 May 2025
Main type: points-based
Additional type: -
Cost of joining: free (standard card); Fìdaty Oro - a payment card linked to a bank account (banking terms handled separately)
Channels: in-store / online / app
Reach: more than 5.5 million active customers (outside the terms; data from Esselunga press catalogs)

Comparative parameters (estimated ratings)

Implementation difficulty (1-5): 3
Main KPI (impact strength): purchase frequency (medium)

Descriptive sections

0. Summary

Fìdaty is the free loyalty program of Esselunga - one of the most profitable supermarket chains in Italy. Customers collect Punti Fragola (strawberry points) on every purchase and redeem them for discount vouchers or rewards from a catalog published twice a year. The program has operated continuously since 1995 and is one of the pioneers of loyalty in European grocery retail.

1. Objectives and context

Esselunga launched Fìdaty in 1995 as one of the first loyalty card programs across all of Italian distribution. Its goal is to build visit frequency, grow basket size, and gather data on the purchasing behavior of 5.5 million customers. The program reinforces Esselunga's position as a premium retailer in the northern and central Italian market.

2. Target group

The program is aimed at adult individual consumers and families who shop regularly at Esselunga supermarkets. The card is not available to business entities. The Fìdaty Oro variant attracts loyal customers willing to tie their purchases to an everyday payment instrument.

3. Architecture and type

Registration - the customer completes a form in-store (kiosk, Punto Fìdaty, QR code) or online; required data: first name, surname, codice fiscale (the Italian citizen tax ID), an active mobile number or email; the card is issued in physical and/or digital form free of charge.
Earning points - at each transaction the customer presents the card or its digital version in the app; as of 19 May 2025: 1 Punto Fragola for every €1 spent (no minimum threshold); Fìdaty Oro: 1 point for every €0.80 (a higher rate thanks to the link with the payment card); selected products are marked with a bonus number of punti.
Redemption - once 2,000 points are collected, the customer receives a discount voucher worth €20 toward purchases; points can also be redeemed for rewards from the catalog (physical products, gift cards, admission tickets, experience vouchers) in a points-only model or points + a cash top-up; the catalog is available in-store, online, and through the app.

4. Earn & burn mechanics

Accrual: 1 point for every €1 spent (standard card, as of 19 May 2025); 1 point for every €0.80 spent (Fìdaty Oro - payment card); no minimum threshold; additional points on selected products marked with the Fragola symbol.
Threshold and redemption: 2,000 points = a €20 discount voucher toward purchases (buono acquisto); catalog rewards available from various thresholds; mixed option: points + a cash contribution for higher-value rewards.
Reward forms: discount vouchers for purchases · physical products from the catalog (electronics, home appliances, household goods) · gift cards (including IKEA, Zalando, Mediaworld, Coin) · tickets and experience vouchers (cinema, theater, amusement parks, museums) · products delivered to the home or for pickup at a Punto Fìdaty.
Point expiry: points expire at the end of each catalog period (approx. 6 months; the catalog is published twice a year: spring and autumn); in addition, the card is deactivated and points zeroed out after 12 months of any inactivity (art. 13 of the terms).

5. Emotional value

Punti Fragola - the strawberry icon identified with Esselunga for nearly 30 years - is one of the most recognizable symbols in all of Italian retail. The program evokes nostalgia and a sense of belonging to a brand that positions itself as a premium Italian supermarket with a family tradition. The rewards catalog, published as a full-size printed catalog, is an annual event for Esselunga customers.

6. Gamification

The seasonality of the catalog (two editions a year) creates natural "windows" that motivate more intensive purchasing before the collection period closes.
The limited window for redeeming points (a deadline at the end of the catalog period) creates a sense of urgency.
Bonus punti Fragola on selected products steer SKU choice and direct customers toward higher-margin products.
The ability to transfer (donate) points to another cardholder strengthens the family bond with the brand.
Fìdaty Oro as an aspirational variant (faster collection) stimulates migration to a more highly engaged segment.

7. Differentiation

Fìdaty stands out above all for its longevity and brand strength: launched in 1995, it is effectively the model on which later Italian distribution programs were based. Unlike many Western European member-benefit programs built on digital coupons, Fìdaty has consistently maintained a physical rewards catalog model which - with more than 5.5 million loyal customers - constitutes a mass retention instrument. The strawberry brand (fragola) is as recognizable as the store brand itself.

8. Data and personalization

Mandatory at registration: first name, surname, codice fiscale (the Italian tax identifier), an active mobile number or email address; data verified by Esselunga.
Purchase data linked to the card enables personalization of offers and communications, though the scope of behavioral segmentation is not publicly disclosed.
Consent to data processing is required at activation (art. 13 GDPR); marketing consents are optional.
The customer profile is available in the app and on esselunga.it; the customer can update their own data via kiosk, QR code, or Punto Fìdaty.

9. Technology

Esselunga app ("Mondo Fìdaty" section): virtual card, points balance overview, browsing and ordering catalog rewards, profile management.
Digital channels: esselunga.it and the Group's e-commerce platforms (spesaonline.esselunga.it, esserbellaprofumerie.it, parafarmacia.esselunga.it, enoteca.esselunga.it).
Kiosk and QR code in stores for registration and data updates.
Two-factor authentication (2FA) required for sensitive operations: donating points, ordering a reward online.
Loyalty platform provider: no public data.

10. Communication and lifecycle

Communication channels: printed catalog (1.5 million copies, 2× a year), email, the Esselunga app, push notifications, point-of-sale materials (Punto Fìdaty).
Onboarding: immediate activation at registration; the card is available in digital form right away; automatic activation of the "presto spesa" and "consegna a domicilio" services.
Retention: reminders about the approaching end of the catalog period, promoted bonus products; the rule of deactivation after 12 months of inactivity acts as a signal to reactivate (outside the terms - an inferred mechanism).
Toll-free number: 800-666555 (Mon-Sat, 8:30-20:00).

11. Conclusion / inspiration for the almanach

Fìdaty shows that a simple points-based model can hold a leading position for three decades if it rests on a strong visual brand (the strawberry), a credible rewards catalog, and consistent seasonal communication. Key takeaway: an iconic visual identity for a loyalty program builds emotional loyalty just as effectively as the financial mechanics.

Sources: Fìdaty Card terms (publication effective 18 Feb 2026), Fìdaty rewards catalog October 2024-May 2025 (official PDF), Esselunga press releases (25th and 30th anniversaries of Fìdaty), tuttoesselunga.com, distribuzionemoderna.info, milanotoday.it, ottopagine.it
Terms (link): https://www.esselunga.it/media/fidaty/carte-fidaty/Regolamento-fidaty-card.pdf
Entry compiled on: 2026-06-11

Fìdaty