REWE has officially rolled out its new bonus program dubbed the ‘REWE Bonus,’ aimed at transforming the way customers earn rewards at their supermarkets. This innovative program allows customers to accumulate cash instead of traditional points, marking a significant departure from the formerly established PAYBACK system. With the launch, many consumers are expressing mixed feelings about this transition.
The program was introduced on December 29, 2024, as REWE ended its collaboration with PAYBACK, aligning with the grocery store’s strategy to simplify how customers save as they shop. Thorsten Krause, the owner of the REWE market located in Barsinghausen, stated, "Mit ‚REWE Bonus‘ bieten wir unseren Kunden ein Programm, das das Sparen einfacher und transparenter macht" (With 'REWE Bonus,' we offer our customers a program which makes saving easier and more transparent). This initiative aims to provide customers with straightforward cash rewards at checkout rather than accumulating points, redefining the experience for REWE shoppers.
Customers are now required to use the REWE app to participate. Each purchase grants them cash back, which can be immediately utilized either for shopping at REWE stores or through their online platform. Krause mentions, “Besonders stolz sind wir auf die maßgeschneiderten Coupons und Aktionen, die auf die Bedürfnisse unserer Kunden zugeschnitten sind” (We are particularly proud of the tailor-made coupons and promotions catered to the needs of our customers), emphasizing the program’s personalized approach.
Alongside these benefits, the app allows users access to digital shopping lists and special offers, making it feel like “a supermarket for your pocket,” according to Krause. Weekly promotions and bonus boosters also promise to increase customers’ cash back, enhancing engagement and rewarding frequent shoppers.
While the REWE Bonus initiative marks a leap forward for the supermarket chain, the response from customers has not been entirely positive. Many are expressing their frustration online, particularly with app functionality. One user lamented, "Ja, es klingt so gut, aber leider ist es dann doch eher Kunden-Verarsche" (Yes, it all seems good, but unfortunately, it feels more like customer deceit), voicing her disappointment after her shopping experience. Another customer noted issues with the app’s inability to scan barcodes effectively: "Nur bedarf es noch ein wenig Optimierung der App" (It just needs some optimization of the app).
Concerns have also arisen over the practicality of using the cash rewards. A customer highlighted, “Ich kann aber auch die Kiste Veltins im Angebot für 11,00 Euro kaufen und mit den 6 Euro, die ich gespart habe, überall einkaufen” ( I can also buy the crate of Veltins on sale for 11.00 euros and use the 6 euros I saved to shop anywhere), showcasing potential loopholes or misunderstandings about the bonus system's structure. This sentiment is echoed by numerous customers who feel disheartened by the shift from a point-based system to cash, believing the rewards may not be as beneficial.
Despite the criticisms, REWE is not remaining passive. They are actively addressing the feedback. A store representative commented on social media, assuring customers, "Unsere Märkte kannst du mit Karte oder Bargeld bezahlen" (You can pay with card or cash at our stores). The company is acknowledging the technical issues and strives to understand customer pain points to provide swift solutions. Customers are encouraged to come and engage with the new system firsthand, changing the perception of the shopping experience at REWE.
The dissatisfaction surrounding the introduction of ‘REWE Bonus’ serves as a reminder of the sensitivity during transitions for established customer programs. Customers previously accustomed to PAYBACK, which allowed points collection and easy redemptions, may need some time to adjust to REWE’s new system, facing hurdles as highlighted through various online comments from frustrated users.
Nonetheless, REWE is committed to easing this transition period. The superstore urges its consumers to experiment with the new ‘REWE Bonus’ setup, promising improvements as feedback is actively solicited. With cash rewards instead of abstract points, REWE aims to make every shopping trip not just beneficial but also simpler. The team at REWE looks forward to streamlining customer experience and is dedicated to resolving prevailing concerns.