Most business organisations that want to survive in a competitive market can conclude that they seek to achieve consumer loyalty It is important to point out that the more loyal customers are, the higher the profits are made, and the above also refers to the ability to retain profitable customers. Consequently, loyal customers will spend more in stores to which they are loyal and that reward their loyalty and will return for additional products. There are various loyalty programs aimed at keeping the customer because the competition is great and consumers choose stores that will reward their loyalty to the greatest extent. The goal of the loyalty program is to provide customers with added value. Some examples of rewards are special prices for the card user, an additional discount or birthday present, a gift for the birth of a child and various sweepstakes. There are no longer only loyalty cards in physical form, but also in digital form through mobile applications.Also in line with the development of digitalization, a mobile application has been designed to which the cards are scanned so that all the cards are located in one place and it is not necessary to have a card in physical form. For these reasons, this topic is important and topical because today we are witnessing an increasing distribution of loyalty cards that are no longer reserved only for small-selling food products, but also on clothing and footwear stores, furniture, cosmetics, gas stations and restaurants. The aim of this paper is to analyse the impact of loyalty cards on the selection of branches or how much loyalty cards influence consumers' decisions on purchases in certain stores.