GLS has long been a trusted name in parcel delivery. However, in an increasingly competitive logistics market, reliable delivery alone is no longer enough to stay top of mind - that's why we helped them build a loyalty ecosystem that turns parcel recipients into returning customers.
- Client
- GLS
- Capability
- Insights & strategy · Strategy & consulting · Experience design & delivery · CRM & loyalty · Data & analytics
- Industry
- Retail
The Challenge
To build a direct relationship with parcel recipients instead of relying solely on webshops and senders. GLS wanted to encourage customers to choose alternative delivery options, increase customer-to-customer parcel sending, and become the delivery service people actively prefer - not just the one they happen to receive a package from.
To make that happen, GLS set out to build something entirely new: a loyalty program for their customers. We joined them from the very first idea all the way to launch.
Winning hearts, not just parcels
Creating a loyalty program is about much more than collecting points.
The real challenge was designing an ecosystem that creates lasting value for customers while supporting GLS's long-term business goals. The program had to encourage repeat usage, strengthen customer retention, increase parcel volumes, and inspire customers to actively recommend GLS to others.
Since this was a greenfield project, every component (from the customer journey to the technology stack and measurement framework) had to be designed from scratch. At the same time, the experience needed to fit naturally into the existing GLS mobile app and be flexible enough to support future growth.
Building loyalty, step by step
We approached the project as both a business transformation and a customer experience initiative.
Working closely with GLS, we designed the complete loyalty program strategy, defining the customer journeys, reward mechanics, engagement model, and measurement framework that would support continuous optimization after launch.
To power the ecosystem, we selected technologies that matched the program's long-term ambitions. Antavo became the loyalty engine behind earning and redeeming rewards, while Bloomreach provides 360 degree customer view, aggregating all relevant data sources and serves as the designated customer engagement platform.
Our role extended beyond strategy. We also designed a measurement framework, helping GLS get a better picture about where their customers' interests lie and how the loyalty program and the different rewards perform. This allows future improvements to be driven by real customer behavior rather than assumptions.
The development and integration of the loyalty program into the GLS mobile application were delivered in close collaboration with Supercharge, creating a seamless experience for customers from day one.
Every interaction counts
The new loyalty program rewards customers for engaging with GLS throughout their delivery journey, whether they are sending or receiving parcels.
The GLS loyalty program is structured into three progressive tiers based on the total parcel volume that a user completed throughout a year. This allows users to unlock rewards with increasing value as their shipping frequency grows. The journey begins in the Plus tier, which covers anyone shipping between 0 and 10 parcels. As soon as a user sends their 10th package, they automatically level up to the Extra tier, which encompasses 11 to 20 total parcels. Shipping 21+ or more parcels elevates the user to the highest milestone, the Premium tier, where the program's most valuable benefits are unlocked. Moving into a new tier comes with a unique set of limited-time partner promotions, as well as guaranteed, always-on benefits, e.g. Premium users receive a 5% discount on parcel sending service in the app - for as long as they hold this tier.
As users progress through these milestones, they can try their luck with the Wheel of Fortune, which is a gamified experience designed to keep users motivated halfway to the next tier. Users can be rewarded with GLS or partner rewards for their lucky spins, and to keep things interesting, rewards are not actually guaranteed with every wheel spin.
A flying start
Although the program had only been live for a little more than 6 months, the first results already demonstrated strong customer adoption.
More than 280,000 verified loyalty members joined the program organically, representing 59% of all GLS app users. Parcel sending increased by 114.5% in Q2 (after the loyalty launch) compared to Q1 2026 (before the launch). Comparing Q2 results to Q3 in 2026, we saw a further increase of 148.4% in parcel sending, indicating strong signs of customer engagement and service adoption since the loyalty program launched.
Customers collected 4,609,947 virtual parcels, and 3,322,745 coupons were distributed across GLS and partner offers. Nearly 32,477 GLS coupons had already been redeemed, making parcel sending a little easier on customers' wallets.
The communication strategy also delivered promising engagement. During the first six months, more than 645,075 automated emails were sent, achieving an average 35.08% open rate and a 8.23% click-to-open rate.
Results
While these are only the first milestones of a much longer journey, the early numbers confirm that building a loyalty ecosystem can strengthen customer relationships well beyond the delivery itself.
And as the program continues to evolve, so will the opportunities to create even more value for both GLS and its customers.
At GLS, we set out to create a loyalty program that delivers real customer value while supporting our long-term business goals. Mito worked with us as a true strategic partner in shaping the GLS VIP ecosystem, customer experience, technology setup and measurement framework. We are proud of what we have built together and look forward to developing the program further.
Krisztina Bocskor
Digital Marketing Specialist at GLS
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