{"id":24399,"date":"2024-12-29T10:00:19","date_gmt":"2024-12-29T09:00:19","guid":{"rendered":"https:\/\/www.rewe-group.com\/de\/?post_type=press_release&p=42059"},"modified":"2025-05-13T13:28:49","modified_gmt":"2025-05-13T11:28:49","slug":"new-benefit-programmes-are-part-of-rewe-groups-digitalisation-strategy","status":"publish","type":"press_release","link":"https:\/\/www.rewe-group.com\/en\/press-and-media\/newsroom\/press-releases\/new-benefit-programmes-are-part-of-rewe-groups-digitalisation-strategy\/","title":{"rendered":"New benefit programmes are part of REWE GROUP’s digitalisation strategy"},"content":{"rendered":"\n
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Cologne, 29.12.2024<\/strong> – 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.<\/p>\n

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.<\/p>\n <\/div>\n\n <\/div>\n<\/div>\n\n

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Retailer apps with high acceptance<\/h2>\n

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.<\/p>\n

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.<\/p>\n

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.<\/p>\n <\/div>\n\n <\/div>\n<\/div>\n\n

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Customer centricity and individualisation<\/h2>\n

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,<\/q> emphasises Lionel Souque, CEO of the REWE GROUP.<\/p>\n

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.<\/q><\/p>\n <\/div>\n\n <\/div>\n<\/div>\n\n

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Two programmes, one goal<\/h2>\n

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.<\/p>\n <\/div>\n\n <\/div>\n<\/div>\n\n

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Digital technologies for the benefit of customers<\/h2>\n

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.<\/p>\n <\/div>\n\n <\/div>\n<\/div>\n\n

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Souque: “Digitalisation is the key to the future of retail”<\/h2>\n

“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.<\/q><\/p>\n <\/div>\n\n <\/div>\n<\/div>\n\n

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About REWE GROUP<\/h2> <\/div>\n
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    The cooperatively organized REWE GROUP is one of the leading trade and tourism groups in Germany and Europe. In 2025, the company generated a total external turnover of more than 100 billion euros. Founded in 1927, REWE GROUP operates with around 380,000 employees in 21 European countries.<\/p>\n

    The sales lines include REWE, REWE CENTER, nahkauf and BILLA as well as ADEG supermarkets and consumer stores, the discounter PENNY, IKI, the drugstores BIPA and the toom Baumarkt DIY stores. The company also operates convenience stores REWE To Go, REWE express and the e-commerce activities REWE Liefer- and Abholservice as well as Zooroyal and Weinfreunde. The Lekkerland Group comprises the wholesale activities of the business group in the area of on-the-go consumption. Under the umbrella of DERTOUR Group, the Travel and Tourism division includes more than 2,000 travel agencies, tour operators as well as hotel brands and online travel portals.<\/p>\n <\/div>\n <\/li>\n <\/ul>\n <\/div>\n <\/div>\n<\/div>\n <\/div>\n<\/div>\n\n

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    \n \"thomas-bonrath\"\n\n <\/div>\n <\/div>\n <\/div>\n
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    Contact<\/h2>

    \n Thomas Bonrath <\/p>\n\n

    Head of Media Relations and Spokesperson REWE Markt<\/p>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n\n\n

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    Read more<\/h2>\n \n <\/div>\n
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      \n \"Two\n <\/div>\n \n <\/div>\n\n
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      Press release<\/p>\n

      24 September 2026<\/p>\n <\/div>\n\n

      From the REWE GROUP for customers: toom Baumarkt DIY store and fulfillmenttools lay the foundation for flexible omnichannel services<\/h3>\n \n <\/div>\n <\/div>\n <\/div>\n <\/a>\n<\/div>\n <\/li>\n
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      \n \"Teaser-Lionel-Souque-und-Bruno-Wenn_Collage\"\n\n <\/div>\n \n <\/div>\n\n
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      Press release<\/p>\n

      14 September 2026<\/p>\n <\/div>\n\n

      REWE GROUP Supports Cologne Cultural Fund<\/h3>\n

      Funding model helps the independent arts scene attract federal and EU funding to Cologne<\/p>\n \n <\/div>\n <\/div>\n <\/div>\n <\/a>\n<\/div>\n <\/li>\n

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      \n \"A\n <\/div>\n \n <\/div>\n\n
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      Corporate report<\/p>\n

      21 August 2026<\/p>\n <\/div>\n\n

      Sustainability Progress Report 2025<\/h3>\n \n <\/div>\n <\/div>\n <\/div>\n <\/a>\n<\/div>\n <\/li>\n
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      Press release<\/p>\n

      17 August 2026<\/p>\n <\/div>\n\n

      S&P Reaffirms REWE GROUP’s \u201cBBB\u201d Rating (Outlook Stable)\u00a0<\/h3>\n

      REWE Group remains in a strong financial position and is focused on long-term growth through strategic investments<\/p>\n \n <\/div>\n <\/div>\n <\/div>\n <\/a>\n<\/div>\n <\/li>\n

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      Story<\/p>\n

      10 August 2026<\/p>\n <\/div>\n\n

      Winter Vacation: The Waiting Game Is Over<\/h3>\n

      Recently, the number of bookings for the winter season has been picking up significantly again. Half of all bookings made with our tour operators are for long-haul destinations, and flexible travel options and unique experiences are very much in vogue. Here\u2019s an overview of the highlights from the new itineraries<\/p>\n \n <\/div>\n <\/div>\n <\/div>\n <\/a>\n<\/div>\n <\/li>\n

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      Press release<\/p>\n

      24 July 2026<\/p>\n <\/div>\n\n

      Strategic Expansion of Hotel Operations: DERTOUR Group Becomes Sole Owner of DSR Hotel Holding<\/h3>\n \n <\/div>\n <\/div>\n <\/div>\n <\/a>\n<\/div>\n <\/li>\n
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      Story<\/p>\n

      23 July 2026<\/p>\n <\/div>\n\n

      “I’m an optimistic person. I’ve always been that way.”<\/h3>\n

      For Ines Batz of DERTOUR, the effectiveness of her appreciative, positive, and calm leadership style was evident not only during stressful periods at work but also during a personal crisis: Her team naturally stepped in and supported her through that time. From her own career experience, she also knows that no one is perfectly prepared for a leadership position. Her advice to other women: Take it one step at a time\u2014with courage, curiosity, and confidence.<\/p>\n \n <\/div>\n <\/div>\n <\/div>\n <\/a>\n<\/div>\n <\/li>\n

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      Story<\/p>\n

      22 July 2026<\/p>\n <\/div>\n\n

      Sports Bring People Together: Inclusion Right in the Heart of the Neighborhood<\/h3>\n

      What\u2019s it like to play wheelchair basketball? Florian S\u00f6rensen, manager of the sales department, tried it out for himself at the inclusive family sports festival in Berlin-Reinickendorf in early July. A few meters away, European Para-Badminton Champion Rick Hellmann was playing with guests. Fifty meters away, children were climbing a tower made of empty water crates, while at the many other booths, people were discussing the theme of the day: the self-determined participation of people with disabilities in social life.<\/p>\n \n <\/div>\n <\/div>\n <\/div>\n <\/a>\n<\/div>\n <\/li>\n <\/ul>\n <\/div>\n <\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n\n\n

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      \n Join the discussion on LinkedIn <\/h2>\n
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      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.<\/p>\n <\/div>\n

      \n \n To LinkedIn feed <\/a>\n <\/p>\n <\/div>\n <\/div>\n\n

      \n <\/span>\n <\/div>\n <\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

      REWE and Penny reward their customers with customised offers – individual and targeted.<\/p>\n","protected":false},"featured_media":24045,"menu_order":0,"template":"","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","nl_adhoc_sent":1,"footnotes":""},"categories":[8],"tags":[],"sales_line":[19],"focus_theme":[142],"class_list":["post-24399","press_release","type-press_release","status-publish","has-post-thumbnail","hentry","category-company","sales_line-rewe-group","focus_theme-undefined"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.rewe-group.com\/en\/wp-json\/wp\/v2\/press_release\/24399","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.rewe-group.com\/en\/wp-json\/wp\/v2\/press_release"}],"about":[{"href":"https:\/\/www.rewe-group.com\/en\/wp-json\/wp\/v2\/types\/press_release"}],"version-history":[{"count":2,"href":"https:\/\/www.rewe-group.com\/en\/wp-json\/wp\/v2\/press_release\/24399\/revisions"}],"predecessor-version":[{"id":24402,"href":"https:\/\/www.rewe-group.com\/en\/wp-json\/wp\/v2\/press_release\/24399\/revisions\/24402"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.rewe-group.com\/en\/wp-json\/wp\/v2\/media\/24045"}],"wp:attachment":[{"href":"https:\/\/www.rewe-group.com\/en\/wp-json\/wp\/v2\/media?parent=24399"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.rewe-group.com\/en\/wp-json\/wp\/v2\/categories?post=24399"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.rewe-group.com\/en\/wp-json\/wp\/v2\/tags?post=24399"},{"taxonomy":"sales_line","embeddable":true,"href":"https:\/\/www.rewe-group.com\/en\/wp-json\/wp\/v2\/sales_line?post=24399"},{"taxonomy":"focus_theme","embeddable":true,"href":"https:\/\/www.rewe-group.com\/en\/wp-json\/wp\/v2\/focus_theme?post=24399"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}