Happy’s loyalty program, part of BALFIN Group*, won two important awards at the “Loyalty Awards 2025” in Athens. This makes it one of the most successful loyalty programs not only in Albania but also in Southeast Europe.

“Loyalty Awards 2025” is one of the biggest events in marketing and customer relationship management. Happy won the awards for “Best Use of Loyalty Management Software” and “Best Use of Mobile” because of its innovation, digitalization, and continuous effort to build strong customer relationships.

To talk about the program’s success and plans, Daniela Malaj, CEO of Happy, shared important details about its progress and expansion plans across all countries where the BALFIN Group operates.

Malaj emphasized that the awards “confirm that we are on the right path and motivate us to always stay one step ahead in delivering added value to our customers.”

How has Happy personalized the digital experience for its users?
Since the beginning, Happy has invested in building a flexible and advanced technology platform that adapts to the needs of partners and customers. The focus is on creating detailed customer profiles based on their behavior and preferences. This allows Happy to offer personalized communication and offers tailored to real customer needs. The digital experience has also improved through Happy app, which integrates the physical card, offers access to promotional games, purchasing and using coupons, and real-time tracking of points and benefits.

Can you share data about membership growth, purchase frequency, and app usage?
The program has steadily grown year after year, with over 500,000 active members and a wide network of partners. This is thanks to targeted campaigns and the development of the dedicated app, which increases user interaction. The app has been downloaded over 150,000 times, with more than 40% of users actively using it each month. This high engagement has directly contributed to more frequent purchases and wider use of program benefits.

What advanced practices has Happy adopted in managing and developing the loyalty program?
Happy uses machine learning algorithms to analyze customer behavior and predict future engagement, allowing deeper and more efficient personalization of campaigns. The program also includes initiatives like “Hapi Happy,” which encourages a healthy lifestyle, and the option to donate points to social causes, linking personal benefits with social impact. These practices strengthen the emotional connection between customers and the program and increase engagement.

What do “Loyalty Awards 2025” mean for Happy?
The awards confirm that we are on the right path and motivates us to always stay one step ahead in delivering added value to our customers. The evaluation was done by a professional jury that considered membership growth, personalization, innovation in customer engagement, and impact on consumer relationships. So, these awards are more than trophies; they carry the responsibility to maintain high standards and meet the growing expectations of customers and partners.

What are the medium and long-term goals for the program’s development?
In the medium term, Happy aims to continuously improve user experience with advanced app features and expand the range of services and benefits. In the long term, the goal is to become the leading loyalty platform in the region, present in all countries where BALFIN Group operates, offering an innovative loyalty model that goes beyond traditional loyalty programs.

*BALFIN Group is one of the most successful investment groups in the Western Balkans. Founded in 1993 in Vienna by Samir Mane, the group operates in countries like Austria, Albania, Kosovo, Bosnia and Herzegovina, Croatia, North Macedonia, Switzerland, Montenegro, the Netherlands, Canada, and the USA. Over 30 years, BALFIN has become known as a driver of innovation in all markets where it operates.