Rewe Group has officially launched its new customer loyalty program, "Rewe Bonus," on December 29, 2024, replacing its long-term partnership with Payback. This innovative program allows customers to collect Euros as bonus credits instead of the traditional points system, which had been the norm at Rewe supermarkets.
With the introduction of "Rewe Bonus," customers can earn bonus credits directly linked to their purchases and specific coupons they activate through the Rewe app. This is a shift from the previous Payback model where total shopping sums were converted to points. Under the new system, shoppers benefit from targeted bonuses based on the items they select. According to Rewe Group's COO Peter Maly, "Mit der Rewe App und Rewe Bonus können wir die Wünsche und Bedürfnisse unserer Kunden noch besser erfüllen und gezielt Angebote unterbreiten, die für sie und ihren Alltag wirklich relevant sind." (Translation: "With the Rewe app and Rewe Bonus, we can meet our customers' wishes and needs even more effectively and provide targeted offers relevant to their daily lives.")
The Rewe app serves as the central hub for this new bonus system. Customers will find the "Bonus" section, which replaces the prior "Vorteile" option, detailing all current offers and coupons. To get started with the program, customers are encouraged to download the app, where they can also benefit from weekly promotions. For example, as part of the launch, bonuses such as "10% off Rewe Beste Wahl" and "10% off fruits and vegetables" are now available.
Rewe is also incorporating social sharing features within the app, allowing families or household members to pool their bonuses for greater rewards. Participants can only share benefits with up to two individuals, enhancing the sense of community and shared experience associated with shopping. There’s also clarity concerning bonus availability; users can choose personal settings related to marketing communications to receive specialized coupons reflecting their shopping habits. The statement specifying this is clear: "Einige Coupons sind auf deine Einkaufsgewohnheiten zugeschnitten. Diese bekommst du, wenn du uns die Marketingeinwilligung gibst," meaning "Some coupons are customized to your shopping habits. You receive them when you consent to marketing communications."
What sets the "Rewe Bonus" program apart is its design as a customer-centric initiative where the bonuses accrued can be redeemed easily at checkout, either online or at physical stores. Customers can select how much of their bonus credit to use on their next purchase — available balances remain valid for up to 36 months. Unlike Payback, which had allowed points to exist indefinitely, bonus credits have clear expiration timelines, emphasizing the need for regular engagement with the program.
Besides the immediate financial incentives of the program, users can also earn greater bonuses through consistent shopping behavior. The structure encourages customers to reach various spending thresholds, which leads to significantly larger discounts. For example, if customers spend at least 50 euros within the month, they receive bonus coupons for 3% off their next shopping. Spending 150 euros entails 5% off, and transactions exceeding 400 euros qualify for 10% off next month's shopping trip.
Feedback from users has already noted early technical challenges as demand surged to register for the new program. Yet initial glitches do not overshadow the excitement surrounding the change. Maly emphasized this excitement with the unique nature of this program, stating, "Diese neue Sammelmechanik – ohne Umrechnung in Punkte – ist im deutschen Lebensmitteleinzelhandel bisher einzigartig," which translates to "This new collection mechanic — without conversion to points — is currently unique within German grocery retail." This emphasizes the innovation inherent to the Rewe Bonus program.
For former Payback users, good news is at hand: they can still utilize any points accumulated until December 28, 2024, at other participating Payback partners, including dm and Edeka starting 2025. Further, the transition to "Rewe Bonus" signifies Rewe's commitment to integrating technology and enhancing the digital experience for customers, with the Rewe app significantly upgraded to meet modern shopping needs.
Rewe's strategic pivot to focus on digital engagement aligns with broader trends within the grocery industry, where customer loyalty is increasingly tied to mobile technology. The supermarket chain has positioned itself at the forefront of this transformation, leveraging customer data to refine its offerings continuously. The next chapter for the Rewe Group promises to be enticing for both new and existing customers.