Rewe and Penny want a fresh start

Payback points at Rewe and Penny could be over in the future. According to reports, the Rewe Group is planning its own system that will give it access to more customer data. It is said that an exit from Payback is already being negotiated.

Payback: Are Rewe and Penny planning to exit?

Customers with a Payback card may need to make the switch. According to reports, the Rewe Group, which also owns the discounter Penny, is planning a very own loyalty points system. It could mean the end of the existing solution, the Payback card.

Allegedly, an exit is already being negotiated. The Rewe Group is dissatisfied with the fact that they no access to all collected customer data receives. Additional services would require Payback to be paid for extensively (source: food newspaper). With our own system, so the logic goes, this would no longer be a problem.

The existing contract with Payback, which expires at the end of 2023, should therefore no longer extended by five, but only by two years will. At the end of 2025, Rewe could then perhaps introduce its own loyalty points card. Neither Rewe nor Penny wanted to confirm whether it would really come to that. One is currently “in the final phase of contract negotiations” with Payback. A decision should therefore be expected soon.

This is how Payback works at Rewe:

Without payback: 30 million customers affected

It is true that not only the Rewe Group is part of the Payback system, but also the Rewe and Penny chains are still seen as draft horses. Should the group do its own thing, the utility of the Payback card for customers could fall sharply.

Take in Germany around 30 million consumers participate in the loyalty program. The DeutschlandCard, which is used at Edeka and Netto, is available as an alternative. Rewe has been working with Payback since 2014, the discounter Penny followed two years later.