Rewe shocked customers: New bonus program instead of payback - will it work?

REWE set up the Payback program on December 29, 2023 and instead introduces its own bonus program that is used via the REWE app. The retailer has been cooperating since 2014 with the Payback pointing system, which was a familiar part of the shopping experience for many customers.

With the new REWE bonus program, customers can receive a bonus in euros when buying certain items, which varies between 10 cents and above one euro per article. Nevertheless, many customers are skeptical and consider switching to other markets that continue to offer Payback. Trading expert Carsten Kortum is concerned about the possibility of customer migrations.

REWE bonus program and customer reactions

The new bonus program has been available since December 29 and enables users to redeem collected credit when shopping. In addition, it is emphasized that customers who reach a goods value of 400 euros within one month will receive a 10% discount on the first purchase in the following month. Exclusive offers for app users also remain. A market manager of Dornseifers, a partner of Rewe, defends the new program and highlights the advantages of the Rewe app.

A reason for Rewes exit from the Payback program is the high costs that the company should cost around 150 million euros annually. There were also reports of misuse of the old system, especially through self -created coupons.

In connection with the exit from Rewe, Edeka is also mentioned as a new partner in the Payback program, which will enable points collect from the beginning of 2025. Industry experts see this change as a chance and risk of REWE, with uncertainty about possible customer immigration plays a major role. Factors such as quality, selection, availability and service could also have an impact on customer loyalty.