PROGRAM CARD - Vitay

Program name: Vitay (VITAY Programme)
Distinction: the largest fuel programme in Poland
Brand / operator: ORLEN S.A.
Family / owner: ORLEN Capital Group
Industry: fuel
Model for the industry: yes
Market: PL
Related programs: Shell ClubSmart (PL), Shell Go+ (UK), BPme Rewards (UK), Club TotalEnergies (FR)
Status: active
Legal / time status: no restrictions
Launch year: 2001 (14 February 2001; reached 25 years in 2026)
Main type: points-based
Additional type: tiered (Super VITAY variant with the Gold Card as a premium tier)
Cost of joining: free
Channels: in-store (ORLEN fuel stations) · ORLEN VITAY mobile app · online account program.vitay.pl · online store vitay.pl
Reach: over 5 million active members (as of: March 2026)

Comparative parameters (estimated ratings)

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

Descriptive sections

0. Summary

The VITAY programme, launched in 2001, is the oldest and largest loyalty programme on the Polish fuel market. Members collect points for refuelling, in-store purchases and charging electric vehicles, and then redeem them for physical rewards, discount coupons, fuel discounts, or donate them to charity.

1. Objectives and context

The programme serves to build the frequency of visits to ORLEN stations and to increase the brand's share of fuel spending wallet. An additional objective is collecting purchase data to personalise offers, as well as the gradual integration of the ORLEN group's digital services under a single platform (goal: a super-app and 10 million members by 2036).

2. Target group

The programme is addressed to adult drivers with a mailing address in Poland who refuel regularly at ORLEN stations. The Super VITAY variant attracts customers with a high refuelling frequency; the VERVA VITAY Club - premium fuel enthusiasts.

3. Architecture and type

Registration: free, at the station (plastic card) or online via vitay.pl (virtual card); personal data required.
Points accrual: automatic with every refuelling and in-store purchase upon presenting the card or scanning the app before the transaction; points appear on the account within 24 hours.
Redemption: the member selects a reward in the vitay.pl store, in the app or directly at the station (fuel discount, coffee, hot dog); collection at the station or delivery by post.

4. Earn & burn mechanics

Accrual: 4 pts/litre for standard fuels (Efecta 95, Efecta Diesel, LPG); 8 pts/litre for premium fuels (VERVA 98, VERVA Diesel); ~3 pts/PLN for purchases at Stop Cafe; 6 pts/kWh for charging via ORLEN Charge (outside the terms - per the programme Catalogue and marketing communications); additional points for purchases with affiliate partners on vitay.pl (outside the terms)
Threshold and redemption: 200 pts = PLN 1 in reward value (outside the terms - per the programme Catalogue); fuel discounts available in denominations of PLN 20 / 40 / 60 / 80 (outside the terms - per marketing communications)
Forms of rewards: physical rewards (vitay.pl store: electronics, car accessories, home appliances) · discount coupons · fuel discounts · station products (coffee, hot dog at Stop Cafe) · donation of points to charity (ORLEN Foundation)
Points expiry: points valid for 3 years from the date of addition, provided there is at least 1 transaction crediting the balance within each 12-month window counted from the last use of the card at the station; after 12 months of inactivity the card loses active status and all points expire

5. Emotional value

For 25 years the programme has built the association of ORLEN with rewards and tangible benefits during everyday refuelling. The ability to donate points to the ORLEN Foundation gives participation a pro-social dimension. Anniversary campaigns and in-app gamification create a sense of community around the brand.

6. Gamification

Additional offers (point multipliers for selected fuels or products, time-limited)
Personalised surprise coupons available in the app
Point-earning tasks (e.g. anniversary collector cards in the app)
Real-time Next Best Offer model: AI selects offers in real time when the app is opened, taking into account purchase history, time of day and weather conditions

7. Differentiation

Vitay stands out through its scale (5 million active members), its 25-year track record and its strategic direction: transformation into a super-app integrating fuel, electricity, gas and energy services for the home. No other fuel programme in Poland combines EV charging (ORLEN Charge) with a classic points programme on a single platform.

8. Data and personalisation

Scope of data: first and last name, address, date of birth, e-mail, phone (optional), full purchase history (fuel, store, Stop Cafe, EV)
Consents: separate consents for e-mail and SMS/MMS; profiling based on transaction history and contextual data (basis: ORLEN's legitimate interest)
Personalisation: Real-time Next Best Offer AI model; offers tailored to purchase history, place of residence, age, gender and previously chosen rewards

9. Technology

ORLEN VITAY mobile app (iOS/Android) - virtual card, in-store scanning, point management, store
program.vitay.pl service - online account, transaction history, ordering rewards
vitay.pl store - e-commerce platform for redeeming points for physical rewards (with a cash top-up option)
Integration with POS terminals at fuel stations; data synchronised within 24 hours
AI: Real-time Next Best Offer model (personalisation at the moment the app is scanned)

10. Communication and lifecycle

Communication channels: e-mail, SMS/MMS, PUSH notifications in the app, fiscal printouts at the station, posters/leaflets at stations
Onboarding: immediate point collection after signing the card; full reward redemption available after registration (providing data in the form)
Retention / reactivation: notifications about expiring points (e-mail + receipt); personalised point campaigns for inactive members; Helpline 801 167 536

11. Conclusion / inspiration for the almanac

Vitay proves that a fuel programme can survive 25 years and grow to 5 million active members through gradual digitisation and ecosystem expansion - from a simple points card, through an online store, to integration with EV charging and AI. The key lesson: a programme's value grows when points are collected and redeemed in places of everyday need (fuel, coffee), and the digital platform builds new habits around the customer's existing habits.

Sources: program.vitay.pl · vitay.pl · orlen.pl/pl/dla-ciebie/program-vitay · petronews.pl (article "25 years of the ORLEN VITAY programme", March 2026) · hajnowkaonline.pl / atst.pl / orlenkoltrans.pl (earn rate) · fundacja.orlen.pl
Terms (link): https://program.vitay.pl/Regulamin-Programu-VITAY,20.html
Entry compiled on: 2026-06-19

Vitay (the VITAY Program)