The start of 2025 marks the official partnership between EDEKA and Payback, revolutionizing the way customers earn rewards at the grocery store. Beginning January 1, shoppers at EDEKA can now collect Payback points across approximately 11,000 locations. This includes not only EDEKA supermarkets but also affiliated brands such as Marktkauf, Netto Marken-Discount, and trinkgut.
This integration follows closely on the heels of the end of EDEKA's previous partnership with Rewe, which concluded on December 28, 2024. According to Payback's press release, the transition has been seamless, allowing customers just three days of waiting before they could start earning points again.
Bernhard Brugger, Managing Director of PAYBACK, stated, "With EDEKA and Netto, we are now everywhere. It's the best PAYBACK of all time, with the best PAYBACK app of all time." This sentiment is echoed by Rainer Huber, spokesperson of EDEKA Südwest, who shared his excitement about the new partnership’s potential benefits, stating, "We are thrilled about the new partnership with Payback. It opens up even more shopping advantages for our customers."
To kick off the partnership, Payback is launching extensive promotional campaigns, offering welcome offers like coupons with up to 15 times the points during initial purchases. Customers are advised to check both the Payback app and the respective market apps for these offers, as they may differ regionally. The Payback platform is already experiencing some technical difficulties, leading to outages and limited access to the website and app during high traffic.
Despite these early hiccups, excitement among customers is palpable. For many, this partnership is particularly appealing due to its integration with Miles & More, which allows for rewards to be converted to airline miles. There is currently a promotion offering 20% more miles when transferring Payback points to Miles & More until January 31, 2025.
While the change might signal the end of accumulating points at Rewe, those previously acquired remain intact and can be used at other participating Payback partners. Since the news of EDEKA joining Payback, many consumers have expressed their anticipation for the advantage of this loyalty program, making daily shopping trips more rewarding.
Claas Meineke, the board member of EDEKA ZENTRALE Stiftung & Co. KG overseeing marketing and sales, emphasized, "We are very pleased to get started and for our customers to finally experience the numerous attractive Payback shopping advantages within the EDEKA group." The company plans to utilize extensive advertising, including innovative TV spots highlighting the integration of points within the shopping experience. One ad likened the grocery shopping environment to a “point bath,” filled with enticing visuals of customers engaging with the Payback rewards system.
The communication campaign will extend across diverse channels: television, online advertisements, handouts, newsletters, and not forgetting social media platforms like Instagram and TikTok where EDEKA will engage the audience with immersive content.
Merging the EDEKA and Payback systems functions not only as an enticing strategy for consumers but also addresses the need for strong customer loyalty within the rapidly changing retail environment. EDEKA is already Germany's leading grocery cooperative, operating around 11,000 stores and employing over 410,000 people, and this partnership is expected to bolster its market position even more.
With anticipated plans for future promotions and additional partnerships, particularly as more retailers join the Payback program, it seems 2025 could herald exciting developments for point collectors. The launch might just be the beginning of greater choices for accumulating points as more brands engage with Payback.
For EDEKA and Payback customers alike, this partnership is set to redefine the shopping experience, making each purchase not just necessary, but rewarding too.