Israeli Loyalty Programs Embrace AI Amid Fierce Competition
The Israeli market for loyalty programs and consumer clubs is experiencing intense competition, leading to a blurring of lines between traditional clubs, credit cards, and benefit platforms. Companies like Ten Bis and Cibus are expanding their credit card offerings beyond their original scope, while influencers like Maayan Adam have launched dedicated credit cards for their communities. This expansion is driven by the aggressive pursuit of customer engagement, as consumers often belong to multiple programs and can access deals through various channels like WhatsApp groups and social media influencers.
To stand out in this crowded landscape, loyalty programs are increasingly leveraging technology, particularly artificial intelligence (AI). Ganit Harel, CEO of the HOT consumer club, explains that AI enables personalized offers tailored to individual members' interests and current needs, moving beyond simply offering a large quantity of benefits. HOT, with over 300,000 members and more than 14,000 active benefits, uses data analysis and language models to identify popular categories and guide new offerings, noting a recent surge in tourism and leisure.
Data from Shop Analytics reveals "Peace Plus" as the leading consumer club in the first half of 2026, accounting for 29% of voucher and gift card orders, significantly ahead of "Together for You" and "Hever" at 8% each. McDonald's leads among businesses with 14% of orders, followed by Rami Levy, Wolt, Cinema City, and Planet. "Maami," launched by Maayan Adam, has quickly gained traction, reaching the order volume of established clubs like iStudent and Tov+ by June.
Analysis indicates that "foodies" are the most frequent purchasers, while travelers make fewer but larger purchases. AI is also enhancing user experience by enabling natural language searches for personalized packages, as described by Anat Cohen-Gevor, VP of Marketing and Business Development at Swish. Tal Bar Ze'ev, former CEO of Maayan Adam's "Maami" club, emphasizes that while AI provides a significant boost, the success of newer clubs like "Maami" also stems from building strong communities and fostering trust, which drives engagement beyond mere discounts. Brands are now scrutinizing member activity, prioritizing clubs that demonstrate actual engagement and conversion rates over sheer member numbers.
