Rewe Ends Payback Partnership as Edeka Joins the Loyalty Program

Rewe launches its own app-based rewards system while Edeka begins offering Payback points starting January 2025.

Rewe and Penny have officially ended their decade-long partnership with Payback, effective December 31, 2024.
Rewe has introduced a new loyalty program called 'Rewe Bonus,' integrated into its app, offering personalized coupons and direct discounts at checkout.
Edeka will begin accepting Payback points on January 2, 2025, with promotional offers such as 15x points to attract customers.
Competitors like Lidl and Aldi are intensifying their discount strategies, with Lidl enhancing its app-based savings and Aldi increasing its frequency of price cuts.
Experts warn that loyalty programs, while offering savings, collect extensive customer data, raising concerns about privacy and consumer profiling.