PROGRAM CARD - Moja Biedronka

Program name: Moja Biedronka
Distinction: personalization through everyday discounts
Brand / operator: Biedronka / Jeronimo Martins Polska S.A.
Family / owner: Jerónimo Martins Group (Portugal)
Industry: grocery retail
Industry benchmark: yes
Market: PL (primary); program also available in CZ, DE, LT, SK, UA, AT, HU
Related programs: none (foreign variants operate under the same name and app, but on separate accounts)
Status: active
Legal / time status: no restrictions
Launch year: 2016 (September; last major terms update: 02.12.2025, version no. 12)
Main type: member-benefit
Additional type: points-based (points / stickers within time-limited Campaigns)
Cost of joining: free
Channels: in-store (Biedronka stores), mobile app (Android / iOS / Harmony), online (moja.biedronka.pl)
Reach: over 22 million participants (PL)

Comparative parameters (estimated ratings)

Implementation difficulty (1-5): 2 - app with coupons and personalization, one primary market, POS integration
Main KPI (impact strength): engagement - medium

Descriptive sections

0. Summary

Moja Biedronka is a free loyalty program of the largest discount chain in Poland. Participants receive personalized discounts on selected products, access to exclusive promotional Campaigns (including sticker-based ones), and a range of app features - including the Shakeomat with two dedicated offers per day. The card does not offer a permanent points balance; benefits result from scanning the card at purchase.

1. Goals and context

The program serves to maintain visit frequency and grow basket size through personalized offers based on purchase history. For Biedronka, the key value is collecting data on customer preferences and the ability to direct marketing communication (SMS, push, email) to over 22 million participants.

2. Target group

A broad base of Polish consumers making regular grocery purchases, without significant demographic segmentation. The program is aimed at all adult customers of the chain, both loyal and occasional; presence in 8 European markets extends the reach to the Polish diaspora and the chain's foreign counterparts.

3. Architecture and type

Registration: The customer picks up a plastic card in-store (+ 2 key fobs) and activates it online, by phone, or through the mobile app, providing their first name and phone number.
Identification at checkout: Scanning the card / key fob / virtual card in the app, or providing the phone number before finalizing the transaction.
Automatic benefits: The system immediately applies active personalized discounts and coupons assigned to the account.
Sticker / points Campaigns: During recurring Campaigns, stickers/points are accrued for specified purchases (e.g., min. PLN 40), redeemable for physical rewards under the separate terms of the given Campaign.
Biedronka app: Shakeomat (2× daily), transaction history, e-receipt, price scanner, shopping lists, code-free BLIK.

4. Earn & burn mechanics

Accrual: No permanent points balance. Benefits (discounts, personalized coupons) granted automatically after identification at purchase. Points / stickers accrued exclusively within time-limited Campaigns (e.g., a sticker for spending min. PLN 40; max. 80 stickers per single purchase in the "Gang Biedroniaków" Campaign).
Threshold and redemption: Dependent on the terms of the given Campaign; stickers redeemed for physical rewards (plush toys, collectible toys) within a designated Campaign time window.
Reward forms: Percentage and fixed-amount discounts on selected products, personalized coupons (assigned to the account, non-transferable as of 26.01.2025), physical rewards in sticker Campaigns.
Points expiration: Points / stickers from Campaigns expire at the end of the given Campaign or if the card is not activated during it. Personalized coupons have an individual validity date visible in the app; Shakeomat offers are valid until the end of the activation day.

5. Emotional value

Biedronka builds a bond through the feeling of being "understood" - offers tailored to the shopping basket, not generic flyers. Annual sticker Campaigns (Gang Swojaków, Gang Biedroniaków) evoke strong family and collector engagement, creating a seasonal ritual around ordinary grocery shopping.

6. Gamification

Shakeomat: a "shake your phone" mechanic activated twice a day - an element of surprise and the pleasure of a daily ritual.
Sticker Campaigns: collecting sets, a limit of 80 stickers per single purchase, limited time - FOMO and a sense of progress.
"Just for You" section: the exclusivity of personalized offers unavailable to other users.
Transaction history: transparent overview of savings, motivating further card scanning.

7. Differentiation

Against the competition (Lidl Plus, Kaufland Card), Moja Biedronka stands out with its massive scale (22+ million users) and sophisticated personalization based on current transaction data. The Shakeomat and sticker Campaigns give the program an entertainment layer unusual for discount chains. Code-free BLIK integration connects loyalty with digital payments.

8. Data and personalization

Data scope: first name, phone number, history of all transactions (products, amounts, dates, store locations), geolocation (optional).
Consents: marketing consent (SMS/RCS/MMS, email, push, social networks) required to use the program; without it, the card does not work (terms section 4.2.2).
Personalization: offers in the "Just for You" section generated based on purchase history; Shakeomat delivered to a selected group of customers; geolocation segmentation for local offers.

9. Technology

Biedronka mobile app (Android 8.0+, iOS 16+, Harmony 1.0+) - Google Play, App Store, AppGallery; App ID: pl.jmpolska.clos0.mojabiedronka.
Platform: Jeronimo Martins' own infrastructure; app frontend delivered by Futuremind (outside the terms).
Integrations: online POS registers (e-receipt), code-free BLIK (Alior Bank, Santander, ING, mBank, Millennium, PKO BP, Pekao SA via Tpay), Glovo and zakupy.biedronka.pl (e-commerce).

10. Communication and lifecycle

Communication channels: in-app push, SMS/RCS/MMS, email (Newsletter), third-party social networks.
Onboarding: SMS confirming activation; card available immediately; the app encourages selecting "My store" and activating the e-receipt.
Retention / reactivation: recurring seasonal Campaigns (autumn - Gang Biedroniaków) ensure regular return to the program; the Shakeomat generates a daily habit of opening the app.

11. Conclusion / inspiration for the almanac

Moja Biedronka shows that in a discount setting, discounts + data + an app are enough to build one of the largest loyalty programs in Central Europe. The key lesson: marketing consent as a mandatory condition of entry to the program radically raises the quality of the database - this model is worth considering wherever data matters more than the breadth of the participant base.

Sources: moja.biedronka.pl (program FAQ); home.biedronka.pl (terms 02.12.2025); Wirtualne Media (data on the number of users); futuremind.com (app case study); discountretailconsulting.com (program history); zakupersi.com (2025 change to voucher rules)
Terms (link): https://home.biedronka.pl/regulaminy/regulamin-karty-moja-biedronka.html
Entry compiled on: 2026-06-10

Moja Biedronka