Photo: ©Michael Breuer On 29 December 2024, REWE took a big step: we switched from Payback to our own benefits programme - REWE Bonus. This was not only a technical feat, but also a major change for everyone in the REWE cosmos - employees, suppliers and customers. One year later, we can say: it was worth it!
"No benefits programme in Germany got off to such a successful start in the year it was launched," says Almut Wandres, Head of Customer Loyalty at REWE. Many millions of customers have signed up, the vast majority of whom use the app very regularly. The mechanics are simple: euros instead of points. Customers can see immediately what they are saving - and that is well received. Bonus promotions, personalised coupons and competitions are particularly popular. Another highlight this year was the Super Bonus Days, which were introduced in the second half of the year. On these days, we counted three times more participants than in comparable campaigns before REWE Bonus. There were even 75 per cent more redemptions for competitions than before.

Behind these results is not just technology, but a great deal of commitment on site and behind the scenes. "The internal preparation of REWE Bonus was a gigantic team effort. All of the departments involved, such as IT, merchandise, sales, marketing and many more, did their best to make this successful launch possible," emphasises REWE Group Management Board member Peter Maly. The REWE Bonus customer loyalty trainers were out and about in the stores throughout Germany, explaining, motivating and ensuring that REWE Bonus was well received everywhere.

Photo: ©private In the stores themselves, creativity was a top priority: eye-catching signs, secondary placements, in-store radio, customised structures - everything to inspire customers. "Rewe Bonus combines customer proximity with technology. It stands for three things: digital transformation and responsibility, customised offers and teamwork," says Peter Maly, describing the project. "The switch was a strategic step. We wanted to shape customer loyalty ourselves and strengthen our digital channels. We succeeded - thanks to close collaboration between head office, regions and markets."