---
title: "Shopper loyalty"
description: "Use shopper recognition for loyalty purposes."
url: "https://docs.adyen.com/point-of-sale/loyalty"
source_url: "https://docs.adyen.com/point-of-sale/loyalty.md"
canonical: "https://docs.adyen.com/point-of-sale/loyalty"
last_modified: "2026-06-01T15:33:14+02:00"
language: "en"
---

# Shopper loyalty

Use shopper recognition for loyalty purposes.

[View source](/point-of-sale/loyalty.md)

With Adyen, you can set up a loyalty program where shoppers do not need to have a physical loyalty card. Instead, you identify shoppers based on data that you receive in card acquisition and payment responses.

If you recognize a shopper from identifiers in API responses, you can offer tailored benefits like discounts on the spot, or make product recommendations based on their purchase history. If you do not recognize a shopper, you can enroll them on the spot using the payment terminal.

To use this method, you need to create customer profiles in your back-end system. A customer profile should contain the response data that you use to identify the shopper, together with any other details that your use case requires, such as purchase history data.

## Next steps

For instructions, select the type of data that you want to use for identifying shoppers:

###### [Card and shopper identifiers](/point-of-sale/loyalty/payment-data)

[The shopper reference and shopper email that you provide with your requests, and the card alias of the credit or debit card that the shopper uses.](/point-of-sale/loyalty/payment-data)

###### [NFC wallet pass data](/point-of-sale/loyalty/wallet-passes)

[Loyalty account data that are linked to a digital pass that you set up and that the shopper can add to their NFC wallet.](/point-of-sale/loyalty/wallet-passes)
