PROGRAM CARD - Moje Bricomarché

Program name: Moje Bricomarché
Distinction: a voucher for in-store scanning at a DIY store
Brand / operator: Bricomarché
Family / owner: Les Mousquetaires Group (ITM Polska Sp. z o.o.)
Industry: DIY and construction
Industry benchmark: no
Market: PL
Related programs: Brico PRO (Bricomarché PL B2B program, launched 2025)
Status: active
Legal / temporal status: The "Skanujesz - zyskujesz" (Scan and win) earn'n'burn campaign ran until 31 Dec 2025 according to the official announcement; the current status after that date is unavailable publicly. The base program (customer account) is active with no time limits.
Launch year: no public data (customer card - estimated around 2019-2021; the "Skanujesz - zyskujesz" points-and-voucher mechanic - August 2023)
Main type: points-based
Additional type: member-benefit (exclusive discounts reserved for cardholders)
Joining cost: free
Channels: in-store / mobile app (iOS, Android) / online (moje.bricomarche.pl)
Reach: no public data

Comparative parameters (estimated ratings)

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

Descriptive sections

0. Summary

Moje Bricomarché is a free loyalty program of the Bricomarché "home and garden" supermarket chain, part of Les Mousquetaires Group. Participants collect points (1 pt = PLN 1) each time they scan their card in a physical store and redeem them for shopping vouchers. The card also grants access to discounts unavailable to other customers.

1. Goals and context

The program's goal is to increase the frequency of visits to physical stores and to build a customer database - crucial given the seasonality of the DIY industry. The "Skanujesz - zyskujesz" campaign was part of the omnichannel strategy the chain has been rolling out since 2023, connecting the in-store channel with the mobile app.

2. Target group

Owners of houses and apartments in Poland who carry out DIY renovations or minor construction, and garden work. The card is aimed at customers who shop regularly, though not necessarily frequently - construction, garden, tools, decorations.

3. Architecture and type

Registration in a physical store (tablet at the checkout), via the moje.bricomarche.pl website, or in the mobile app - a plastic or virtual card; SMS confirmation.
Every in-store purchase using the card accrues points at a rate of 1 pt per PLN 1.
Upon reaching 300 pts (the first threshold) or each subsequent 1,000 pts, the system generates a shopping voucher worth PLN 30; the voucher appears in the app or in the moje.bricomarche.pl account 14 days after the threshold is reached.
The voucher is redeemed once, in the physical store designated as the favorite in the profile, within 60 days of being generated.

4. Earn & burn mechanics

Accrual: 1 point per PLN 1 spent in a physical Bricomarché store; scanning the card is required at every transaction
Threshold and redemption: first PLN 30 voucher after accumulating 300 pts; each subsequent PLN 30 voucher after the next 1,000 pts; voucher activated 14 days after the threshold is reached
Reward forms: shopping voucher (for one-time use in a physical Bricomarché store); exclusive discounts reserved for cardholders; participation in marketing campaigns and contests (including higher odds of winning in lotteries)
Expiration: voucher valid for 60 days from the date of generation; vouchers not used within the deadline are forfeited

5. Emotional value

The program appeals to the identity of the active do-it-yourselfer and home decorator. The slogan "z pasją do domu i ogrodu" (with a passion for home and garden) and a campaign focused on the physical store visit reinforce the ritual of regular DIY shopping - especially in the spring-summer season.

6. Gamification

Asymmetric entry threshold: much lower for the first voucher (PLN 300 instead of PLN 1,000) - a lowered barrier to the first reward and a quick sense of success
Delayed voucher activation (14 days after the threshold) stimulates a return to the app and maintains contact with the brand
The voucher's limited validity period (60 days) creates deadline pressure that drives the next visit

7. Differentiation

Against DIY competitors in Poland (Leroy Merlin, Castorama, OBI), Bricomarché - a franchise chain of smaller formats - focuses on simplicity: a single conversion rate, a cash voucher with no spending thresholds at redemption, no complicated tiers. The low threshold for the first voucher (PLN 300) is lower than at most rivals.

8. Data and personalization

Data collected: transactions, favorite store, registration channel, phone number, e-mail
Marketing consents required at registration (a condition of participation)
Personalization: no public data on advanced offer personalization; communication based on in-store occasions and chain-wide campaigns

9. Technology

"Bricomarche Polska" mobile app (iOS and Android); virtual card in the app
Online customer panel: moje.bricomarche.pl
Loyalty platform: Mintcloud (according to information from Bricomarché's social media channels; outside the terms and conditions)
Integration with physical store POS (card scanning at the checkout)

10. Communication and lifecycle

Communication channels: mobile app (push notifications), e-mail, SMS (authorization and codes)
Onboarding: registration possible directly at the checkout with staff assistance; SMS code as an activation barrier
Retention: the voucher deadline mechanism (60 days) and the low subsequent threshold (PLN 1,000) stimulate returns; additional seasonal campaigns

11. Conclusion / inspiration for the almanac

Moje Bricomarché shows that in the DIY industry a points-based program can be successfully launched with a low first reward threshold (PLN 300), which lowers the barrier of perceived value. Worth adopting: the asymmetric starting threshold as a technique for a quick first reward that builds the habit of participation.

Sources: bricomarche.pl/regulamin-programu-konto-klienta page; Les Mousquetaires Group press release (muszkieterowie.pl, 25 Aug 2023); wydawajdobrze.com article ("Karta Bricomarche i aplikacja"); Facebook posts of Bricomarché Brodnica and Siedlce
Terms (link): https://www.bricomarche.pl/regulamin-programu-konto-klienta
Entry compiled on: 2026-06-24

Moje Bricomarché