Supermarket Chain Edeka Ends Longstanding Custom - August Finale Concluded
Edeka, one of Germany's largest supermarket chains, has announced the end of its "Genuss+" loyalty program, effective from August 30, 2025. The decision comes as the company moves to partner exclusively with the Payback program, a popular rewards platform [1][5].
This shift aims to streamline and unify the loyalty experience for customers by leveraging Payback’s established network and platform. The move could potentially offer broader benefits and streamlined points collection for Edeka customers [1].
Customers are advised to redeem any remaining Genuss+ points before the deadline to avoid losing them. The traditional loyalty program, which offered rewards through stickers, will be dissolved by the end of August [1].
The status-based advantages from the "Genuss+" program will also cease to be available after August 30. However, the Edeka app will still provide certain benefits, discount codes, and other actions [6].
Edeka's decision follows similar moves by multiple discounters, who have also discontinued their own loyalty programs [2]. The company aims to become more modern and make saving easier and more transparent for customers [7].
Customers can still collect and redeem points until August 30th. The specifics of the loyalty program's replacement or any alternative rewards system for Edeka customers have not been specified [3].
Loyalty programs and apps are common strategies used by supermarkets and discounters to reward loyal customers. The Payback cooperation offers numerous rewards and redemption options, making it an interesting choice for customers [4].
In summary, Edeka’s decision to end its "Genuss+" loyalty program and partner exclusively with Payback is aimed at providing a more streamlined and integrated loyalty experience for customers. The transition is scheduled to take place on August 30, 2025 [1][5].
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Consumers may need to adjust their shopping habits as Edeka's Genuss+ loyalty program will cease to exist after August 30, 2025, and will be replaced with the Payback program, offering a potential streamlined points collection and broader benefits for business and lifestyle. With the consolidation of loyalty experiences, the Edeka app will still provide some benefits for customers, serving as alternatives to the status-based advantages from the Genuss+ program.
To capitalize on the new rewards system, customers will want to keep shopping at Edeka and continue collecting points until the deadline, allowing them to leverage the advantages offered by Payback and maintain a unified loyalty experience. The merger of loyalty programs also highlights the increasing importance of finance, as discounters and supermarkets continue to implement such strategies to attract and retain consumers.
