DIA Adds One Million Members To Its Loyalty Programme In 2024

In 2024, DIA increased the distribution of personalised coupons by 20% compared to the previous year, tailoring them to customers’ shopping patterns, ESM reported.

To strengthen its commitment to household savings, the company is investing €175 million in promotions during 2025, a 17% increase from the previous year.

This will include weekly discounts of up to 40% on more than 200 products and exclusive benefits for members, enabling them to save up to 25% annually on their purchases.

In addition, the company remains dedicated to providing a diverse range of both private-label and manufacturer brands, ensuring customers have the flexibility and freedom to make choices that suit their tastes and financial needs.

Loyalty Programme

Over the last four years, DIA has allocated over €500 million to promotions, consolidating its position as a key ally for families amid economic challenges.

With nearly six million members, Club Dia has established itself as one of the leading retail loyalty clubs in Spain, providing customers access to exclusive benefits and discounts that allow them to save up to 25% on their annual purchases.

Through this platform, customers enjoy personalised discounts, exclusive app-only promotions, and interactive features like the “Wheel of Fortune,” which awarded 16 million prizes in 2024.

Additionally, the app provides a welcome pack with significant savings: up to 30% off the first three online orders, 20% off baked goods, 15% off fruits and vegetables, and numerous DIA brand product coupons with discounts reaching 20%.

In parallel, the company is promoting a partnership programme with leading companies in sectors such as energy, insurance, and leisure, allowing Club members to save up to €900 annually on their purchases at DIA.

Partners include Endesa, Mapfre, Securitas Direct, Avis, Legálitas, Movistar Plus+, and Parques Reunidos.

Shoppers Adjust Buying Behaviours

DIA’s study on consumer and saving trends reveals that 80% of shoppers have adjusted their buying habits in recent years to lower monthly expenses.

Strategies such as price comparison, prioritising discounted items, and leveraging loyalty programmes are now widely embraced.

While price remains the primary factor for 70% of respondents, loyalty clubs have gained prominence, alongside store proximity and the availability of offers.