Netto Germany Payback Bonus Program uses 3D Floor Graphics

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PayPal campaign @ NETTO

3D FloorGraphics for the bonus program

Payback’s Power Play: Loyalty Program Expands with Edeka, Netto and Sparkassen

Loyalty Turns Legacy

Celebrating its 25th anniversary, Payback—Germany's largest loyalty program—is not just marking a milestone, it's redefining the game. With strategic new partnerships and record-breaking customer growth, the American Express-owned enterprise is cementing its place at the center of Germany’s consumer landscape.

Milestone Growth in 2024

Under the leadership of CEO Bernhard Brugger, Payback has entered what it calls the strongest year in company history. The loyalty platform’s most recent victory: onboarding the Edeka Group as of January 1st, 2024. This single move added two million new users, pushing the total from 31 to 33 million active customers.

Key figures include:

Half of all Germans over 16 now actively collect Payback points.
583 million euros worth of points were earned by users in 2024.
€39 billion in gross transactional volume flowed through the system.

Strategic Alliances: A New Era Begins

Edeka and Netto – A Game Changer

In CEO Brugger's words, the inclusion of Edeka and Netto represents a "game changer". Both retailers significantly outsize former Payback partners Rewe and Penny, marking a strategic evolution for the program.
Shapeshifter Media created 3D FloorGraphics for Payback in support for in-store campaign to introduce the bonus program.

Sparkassen: Banking on Loyalty

The Sparkassen partnership, expected to roll out in 2024, is poised to be another watershed moment. Its twofold value proposition:

Automatic points collection with Sparkassen cards at participating merchants (47+ million cards in circulation).
Integration of Sparkassen’s local rewards ecosystem, “S-Vorteilswelt,” into Payback's broader loyalty structure.

This integration represents a fusion of financial behavior and retail loyalty, a data-rich opportunity for marketers and brand strategists.

Targeting 35 Million—and Beyond

Originally, 35 million customers was seen as a natural cap for the German loyalty market. Now, Brugger believes the potential audience may stretch further, driven by increasing value consciousness and better program access via banking integration.

Marketing Takeaways: What This Means for You

For brand managers, retail marketers, and loyalty architects, Payback’s trajectory provides essential cues:

Scale breeds data: More partners = more insight. Leverage transactional analytics to personalize engagement.
Banking partnerships are the next frontier: Expect loyalty to merge with financial habits.
Reward sensitivity is the new normal: Customers are savvier. Emotional triggers (e.g., travel, luxury treats) remain potent.
Omnichannel presence is vital: Payback isn’t just retail anymore—it’s lifestyle integration.