"food partner": Payback end at Rewe and Penny: rumors about a new partner

The year 2023 is for the consumer started with numerous new features and changes. On January 1st, for example, citizen income replaced the previous Harz 4 system. In addition, the electricity and gas price brake decided by the traffic light coalition should apply from March. All heating oil and pellet customers are also to be relieved. A subsidy for ordering pellets or heating oil is planned for them – however, concrete details such as the price brake are still missing in this relief. But there is movement not only in the heating and social security sector.

Payback and Rewe are separating: the reason is known – Rewe is pursuing an ambitious goal

Changes are also imminent in the food trade. And no – this time it’s not about inflation or increased Prices. Rather, the blue payback points are the focus of this reporting. Many customers of Rewe or dm are familiar with Payback. In partner shops, you get points on your purchase. They can later exchange them for prizes or cash. There are also exclusive coupons for Payback customers. Well-known retailers – who cooperate with Payback – are:

Some online shops are also included payback entered into a cooperation. These include Amazon and Deichmann as well as ebay and C&A. But by the end of 2024, at least Rewe and Penny will no longer be able to use payback points. The reason for the separation of Payback and Rewe is said to be the supermarket chain’s desire for its own customer loyalty system. The retail giants Lidl with “Lidl-Plus” and Kaufland with the “Kaufland Card” are leading the way: binding customers to the brand through their own apps and exclusive discounts.

Payback is looking for a new partner from 2025: the discounter could become Rewe’s successor

According to consistent media reports, the REWE Group go such a way. For many consumers, the payback end at Rewe and Penny has far-reaching consequences. It means: Payback points can then neither be collected nor redeemed in these shops. Penny and Rewe are the two largest grocery partners in the points network. Replacing her is certainly not an easy task for Payback. Especially since many supermarkets and discounters are no longer available as potential alternatives – here is an overview:

Finding a large partner is made more difficult simply by the lack of alternatives. As one of the few big ones retailers there is still Aldi left. Is the discounter possibly a new Payback partner from 2025? There is speculation about this in several media. Under the line “Aldi snaps up now” reports the online portal specializing in advice and consumer topics “CHIP 365”that Payback definitely wants to fish for a food partner again. According to Payback, they are already looking for a new partner for 2025.

Aldi soon new Payback partner? Working with the Rewe Group was so lucrative

And further: Until then, however, they want to continue the cooperation with Rewe and Penny “with full commitment”. Will Aldi be this new partner? reports of the “WirtschaftsWocheAccording to Aldi, there is at least talk of successor to Rewe in the retail sector. However, according to information from the magazine, there has not yet been any confirmation of such an alliance. So far, Aldi is one of the few retailers without a point or card system. Discounts or point systems” are better avoided, Aldi always said.

Will that point of view soon change? In addition to the “Wirtschaftswoche” also reports “Food Newspaper” about Payback’s partner search in the German food trade. Understandable – because the fact is: The Rewe Group with Penny and toom is an important part of the Payback network. According to the report in the “Lebensmittel-Zeitung”, Rewe and Penny alone have issued a total of 17 million of the approximately 31 million Payback cards in Germany since 2014. This is also reflected in sales.

Payback makes millions in sales with points cooperation – Rewe and Co. also benefit

According to information from “Wirtschaftswoche”, Payback Germany generated sales of around 365 million euros in the 2021 financial year – less taxes and other levies, this results in a result of more than 97 million euros. The cooperation with Payback has also paid off for the Rewe Group. The Payback points and the discounts continue to attract many customers to the Rewe and Penny stores. Immediately after the introduction of the Payback card, the group of companies reported a significant increase in sales.

So the cooperation was a win-win situation for both sides. Therefore, the cooperation with Rewe and Penny will “continue with full commitment in the next two years,” a spokeswoman for Payback told the “Lebensmittel-Zeitung”. Only how things will continue for the point hunters after 2024 is open. In any case, nothing will change for the holders of a Rewe Payback card. Your card will continue to be active and can continue to be used in the Paybackpartner network from 2025.

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