In recent years, REWE Group has focused massively on digitalisation and artificial intelligence (AI) - probably more than any other competitor in the German food retail sector. For us, digital innovations are the key to reacting efficiently and flexibly to market changes, optimising the shopping experience and simplifying processes. The new digital benefits programmes from REWE and Penny, which were both launched on 29 December 2024, are based on data-based approaches and innovative technologies. The aim: personalised offers that are precisely tailored to individual customer needs.

With their analytical expertise, REWE and Penny can manage the programmes more flexibly and communicate more efficiently than anyone else in the German food retail sector. They address their customers in a more targeted way and respond more quickly to their needs.

Retailer apps with high acceptance
The starting point is favourable: more than 95% of households in Germany today own at least one mobile phone and 80% of consumers already use apps from food retailers - across all age groups. Three quarters of users use these apps every time they shop.

The apps from REWE and Penny are experiencing increasing demand and a high level of acceptance. Compared to the competition, they achieve top positions in terms of download figures. The positive experiences with the digital display of the flyer at REWE as well as findings from customer surveys and market analyses were decisive arguments for further developing the benefits programmes and integrating them into the apps.

A look at international retailers shows how a seamless combination of shopping experience, benefits programme and digital interaction works successfully. Functions such as personalised recommendations, simple navigation and fast checkout options set standards.

Customer centricity and individualisation
"Customers no longer just buy products - they expect solutions that reflect their individual lifestyles. Their behaviour is constantly changing and their needs are becoming increasingly specific. Against this backdrop, only those benefit programmes that offer truly customised products will be popular in the future. And with which you can make visible and tangible savings, as with our programmes," emphasises Lionel Souque, CEO of the REWE Group.

"The new advantage programmes from REWE and Penny meet precisely these expectations: tailor-made offers, transparency and convenience. And, of course, saving money. At REWE, customers benefit by collecting euros, while at Penny they can deduct benefits directly at the checkout. Personalisation offers direct added value for customers and at the same time strengthens customer loyalty in the long term."

Two programmes, one goal
Individual, digital customer programmes are the key to customer loyalty today. Since REWE as a full-range retailer and Penny as a discounter serve different market segments, the needs of their customers also differ. With two different programmes, they can respond specifically to the individual wishes of their customers. Customer loyalty is rewarded with tailored promotions, personalised coupons based on shopping habits and coordinated loyalty campaigns - and always in their own name. This strengthens the relationship with customers and differentiates REWE and Penny from the competition.

Digital technologies for the benefit of customers
The REWE and Penny apps offer solutions that make shopping easier, faster and more personalised: from shopping preparation (digital shopping lists, recipes, nutrition tips) and personalised offers to digital receipts and fast checkout at the till. However, digitalisation not only makes customers' everyday lives easier, it also paves the way for greater Sustainability.

Souque: "Digitalisation is the key to the future of retail"
"The digital transformation is irreversible," explains Lionel Souque. "That's why the proportion of technology in our company will continue to grow. Whether omnichannel solutions, digital customer interaction, analytics or new business models - digitalisation is already having an impact on everyday life at REWE and Penny. At the same time, the food retail sector remains a 'people's business': people manage, advise and support. Technology supports, simplifies and enables."