Cooperation ends in 2024: Rewe separates from Payback loyalty points

As of: 01/23/2023 4:03 p.m

No more loyalty points at Rewe and Penny: The retail group is phasing out its cooperation with the Payback point collection system. Then Rewe could set up its own customer loyalty program.

At the end of 2024, the retail and tourism group Rewe will end its cooperation with the Payback customer loyalty program. A Rewe spokeswoman said the retail giant and the loyalty program had extended their cooperation by a further two years. After that, however, the group will “go its own way and/or go its own way”. The “Lebensmittel Zeitung” had previously reported on it.

Own bonus program?

According to dpa information, Rewe wants to set up its own customer loyalty program after the end of the cooperation with Payback. The retail group would thus have much more direct access to customer data and greater options for customizing its offers than before.

Rewe has been cooperating with the widespread points collection system in the supermarket business since 2014. The discounter Penny, which belongs to the Rewe Group, joined him in 2018. The retail group with its millions of customers is one of the most important partners for Payback, emphasized the “Lebensmittel Zeitung”.

According to “Lebensmittel Zeitung”, the Rewe Group reports net sales of 35 billion euros for the “Handel Deutschland” division, which essentially consists of Rewe and Penny. Payback thus loses a key partner. According to the report, the payback system has cost the group at least 150 million euros a year so far.

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