At the end of 2024, the Rewe Group will end its cooperation with the Payback customer loyalty program. A Rewe spokeswoman announced on Monday that the retail giant and the loyalty program had extended their cooperation by another two years. After that, however, the group will “go its own way and/or go its own way”. The “Lebensmittel newspaper” had previously reported on it.
Rewe has been cooperating with the widespread points collection system in the supermarket business since 2014, and the discounter Penny, which belongs to the Rewe Group, joined it 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 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.
On January 1, 2025, Rewe wants to start with its own Payback successor, reports the “Lebensmittel Zeitung” with reference to insiders. The new system should apply to Rewe and Penny and only in Germany. Rewe’s plans are based on other international retail chains such as Tesco, Whole Foods, Walgreens and Carrefour.
Losing Rewe as a partner is a severe blow for Payback. According to “Lebensmittel Zeitung”, Rewe and Penny together issued 17 million of the approximately 31 million Payback cards in Germany. The grocer is said to have transferred at least 150 million euros to Payback annually. Payback has been part of the US credit card company American Express since 2010. The bonus program works with more than 680 companies in Germany – from Aral to C
