Future expectations of Rewe customers: Anticipated changes in the retail landscape
In a significant shift towards digital convenience, Rewe, a popular supermarket chain, has launched a new loyalty program and payment system that functions entirely within the Rewe app. This change marks the end of physical collection booklets, making it easier for customers to keep track of their points and access current promotions and offers.
The New Loyalty Program
The new loyalty program allows customers to collect and redeem digital points in euros directly within the app. Points accumulate based on purchases and are stored as bonus credit. Customers can redeem these points as desired for savings on future purchases. The app also provides access to weekly offers and digital shopping lists, enhancing the overall shopping experience.
Rewe Pay: A Streamlined Payment Solution
Rewe introduced a new payment function called Rewe Pay on July 1, 2025. Customers link their current Girocard bank account to the app by first paying traditionally with their debit card once and confirming direct debit authorization with a signature. Once activated and secured with biometrics or device code, customers can pay purchases by scanning a bonus code at checkout or self-checkout terminals, combining payment, points redemption, and discount application in one step.
Participation Across Rewe and Nahkauf Markets
The loyalty program and payment function are implemented in Rewe stores, with Nahkauf, a part of the Rewe Group, likely to follow suit. However, explicit confirmation for Nahkauf's participation is missing. Given Rewe’s integrated digital strategy, it is reasonable to infer that Nahkauf locations accept the app-based loyalty and payment functionalities alongside Rewe markets.
Key Points to Remember
- The Rewe app now serves as a digital hub for loyalty points and payments.
- Customers must link a Girocard-linked current account for app payments.
- Loyalty points must be collected in the Rewe app to be redeemed.
- At the pick-up service, points can be collected and redeemed as usual, but the Rewe app must be scanned upon pick-up.
- Customers must scan a code at the checkout to collect points.
- It is not possible to combine missing points and redeem them in a single checkout process.
- Not all markets may participate in the digital loyalty program, and it's not possible with the Rewe delivery service.
Rewe has left Payback and is focusing on its own app as of December 2024. Misconceptions about supermarket savings apps exist, although specific details about these misconceptions are not provided. Loyalty points have an expiration date tied to specific promotional periods. Rewe has introduced the new payment system due to a decrease in cash payments. The digital loyalty points program is available in all participating Rewe and Nahkauf markets.
The new Rewe app now allows customers to collect and redeem digital loyalty points in euros directly within the app, enhanceining their shopping experience by combining the tracking of their points, access to current promotions, and a streamlined payment solution known as Rewe Pay. Customers can link their Girocard bank account to the app for seamless payments, making transactions more convenient with biometrics or device code security features. Additionally, the loyalty points program is available in all participating Rewe and Nahkauf markets, marking an integration of digital technology into both business and finance sectors.
