Elderly man at REWE checkout with REWE bonus on his cell phone

Company

29 December 2025

1 year REWE Bonus – What a success!

A bold step, a great team and millions of enthusiastic customers — that's what we're celebrating today.

Reading time: 3 min.

On 29 December 2024, REWE took a big step: we switched from Payback to our own benefits program – 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 other benefits program in Germany got off to such a successful start in the year it was introduced, 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 it’s appreciated. Bonus promotions, personalized 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 percent more redemptions for competitions than before.

A gigantic team effort

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

Creativity was a top priority in the stores themselves: eye-catching signs, secondary placements, in-store radio, individual set-ups – everything to inspire customers. Rewe Bonus combines customer proximity with technology. It stands for three things: digital transformation and responsibility, individual 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 cooperation between head office, regions and stores.

PENNY also has reason to celebrate. Although the benefits program in the PENNY app already celebrated its first anniversary in October, its success is in no way inferior to REWE Bonus. We are very satisfied with the development of the PENNY app. Usage is well above plan and our customers appreciate how easy it is to save money with the app. We still see plenty of potential for the future, says Jan Flemming, Management Marketing PENNY.

Read more

Join the discussion on

Our LinkedIn feed has all the latest information from the REWE Group and the sector, with the most important developments from the worlds of retail, e-commerce, food, CSR and policy.

To LinkedIn feed

  • Share article