Reviewing the most popular grocery loyalty programs in Europe: Edeka DeutschlandCard

Let’s delve into the most popular grocery retail loyalty programs in Europe – and study the key findings that have made these programs successful and an example for retail loyalty leaders across the globe.

About Edeka

Edeka is a German supermarket chain that was founded in 1907.

With over 11,200 stores, it is one of the largest retail chains in Germany and has a significant presence throughout Europe.

Edeka’s stores offer a wide range of products, including fresh produce, meat, dairy, baked goods, and household items.

The Edeka DeutschlandCard Loyalty Program

Since 2008, DeutschlandCard GmbH has been running a multi-partner bonus program with more than 20 million participants called “DeutschlandCard”.

While shopping in brick-and-mortar stores of qualified DeutschlandCard partners such as EDEKA, Esso, Netto Marken-Discount and Hammer they can collect reward points.

These accumulated points can be redeemed for rewards, donated to non-profit organizations or set off against purchases made at the checkout in stores of participating partners.

How does Edeka DeutschlandCard work?

Customers can sign up for the DeutschlandCard program at any participating retailer or through the company’s website.

Once registered, members earn points on their purchases, with 100 points awarded for every euro spent. Members can also earn bonus points on certain products, as well as for purchasing Edeka-branded products.

Members can redeem their points for discounts on future purchases, or they can exchange them for a range of rewards, including travel vouchers, electronics, and household items. The program also offers exclusive promotions and discounts to members, such as special offers on selected products and extra points on certain days.

The strengths of Edeka DeutschlandCard

  • Multi-Channel Rewards – Members can earn and redeem points at multiple retailers, making the program more flexible and convenient for customers.
  • Large Network of Partners – DeutschlandCard has a large network of partners, including Edeka, Netto, Esso, and Hammer, which provides a wide range of earning and redemption opportunities for members.
  • Personalized Offers – Members receive personalized promotions and discounts based on their shopping habits, which helps to keep them engaged with the program and the brand.
  • Flexible Redemption – Members can choose to redeem their points for discounts on future purchases or exchange them for a range of rewards, providing flexibility and choice.
  • Digital Features – The DeutschlandCard program also offers a mobile app, which allows members to track their points, view their rewards, and access exclusive offers and promotions.
  • High Level of Customer Engagement – DeutschlandCard boasts a high level of customer engagement, with millions of members and a strong online community.

The weaknesses of Edeka DeutschlandCard

  • Limited Benefits – Compared to other loyalty programs, the benefits offered by the DeutschlandCard program are relatively modest, with discounts on future purchases being the main incentive.

Results from Edeka DeutschlandCard

With more than 20 million participants, DeutschlandCard registers an extremely high amount of loyalty program members. For them, having a Single Customer View that allows for personalized customer activation is of critical importance.

While browsing through the brand-new rewards shop, which is integrated into both the DeutschlandCard portal and the DeutschlandCard app, participants can enjoy an engaging shopping experience across all channels.

Participants are now able to find the right rewards not only in the shop itself but also by using the portal’s searching function and can order them directly through the rewards shop afterwards. Thanks to a technically mature single sign-on solution, participants stay logged in even when switching between systems and can seamlessly browse, order and take part in promotions without any interruptions. Due to a separate web view, which is used for the integration into the DeutschlandCard app, the participant easily can access all functions of the rewards shop – also from the app.

Overall, the DeutschlandCard loyalty program has been a key factor in the success of the Edeka brand and has helped to differentiate the company from its competitors in the highly competitive German retail market.


Overall, the challenges associated with launching and managing a grocery loyalty program can be significant, but with careful planning and execution, a successful loyalty program will help grocery stores retain customers and increase sales.

Let’s discuss how Loyal Guru can help your retail business

At Loyal Guru, we specialize in helping enterprise retailers improve customer loyalty and retention with our smart loyalty and personalization platform, and we could provide some valuable insights and solutions for your business.

If you’re open to it, let’s schedule a call to discuss your needs and how we can help.

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