The Edeka group is currently still a partner of the Deutschlandcard. However, from March 2025, the grocer will join the Payback customer loyalty program – thereby filling the gap left by Rewe due to its announced exit.
Germany’s largest food retailer Edeka will join the Payback customer loyalty program from March 2025. The company announced this at the request of the German Press Agency. The retail giant is thus filling the gap that Rewe will create as a result of its announced exit from the loyalty program (customer loyalty program) at the end of 2024.
Edeka emphasized that joining Payback would not only bring a variety of benefits to the customers of the retailer and its subsidiaries Netto and Marktkauf. The approximately 3,500 self-employed Edeka merchants also benefited from the program’s high reach and services.
The Edeka group is currently still a partner of the Deutschlandcard. This collaboration will continue until the end of February 2025. Until then, all functions and services of the Deutschlandcard will be fully supported, the company emphasized.
Rewe says goodbye to the Payback program
Rewe’s announcement that it would be leaving Payback attracted attention at the beginning of the year. Rewe has been cooperating with the widespread points collection system in the supermarket business since 2014. The discounter Penny, which is part of the Rewe Group, joined in 2018.
According to dpa information, Rewe wants to set up its own customer loyalty program after the end of the collaboration with Payback. This would give the retail group much more direct access to customer data and greater opportunities to individualize its offers than before.
With the Payback bonus program, customers can collect points when shopping at around 680 partner companies and save money by redeeming these points for later purchases. The Deutschlandcard also works according to this principle.
