Loyalty programs have become an everyday part of shopping in Germany.
Germany’s loyalty market isn’t slowing down.
With a projected annual growth rate of 8.7% through 2028, this space is full of opportunities for brands that can keep up with changing trends.
From supermarkets to railways, companies are getting creative to keep customers returning.
What are the top ones for online customers out there?
Let’s check it out together:
What makes a loyalty program stand out in Germany?
First, let’s see what attracts Germans to loyalty programs.
Points are king
The ability to collect points takes the top spot, with 43% of respondents calling it “quite important.”
People want tangible rewards for their purchases, and this classic feature is far from outdated.
It’s clear that shoppers love tracking their points and redeeming them for something worthwhile.
A rewards shop that delivers
The quality and variety of rewards in the shop matter too, with 36% labeling it as “quite important” and 45% saying it’s “rather important.”
Customers don’t just want a long list of items – they want things they care about.
If a rewards shop feels stale or irrelevant, it’s a dealbreaker.
Promotions add excitement
Special offers and promotions rank highly, with 31% finding them “quite important.”
These extras create buzz and keep shoppers coming back to see what’s new.
Discounts, double-point days, or exclusive member deals make programs more appealing.
Exclusive perks win attention
Previews and pre-sales of products are surprisingly well-loved, with 41% marking them as “rather important.”
These perks tap into the desire for exclusivity – being the first to access a product feels special.
Competitions and games are hit-or-miss
The thrill of winning something might not resonate as strongly, as only 10% view competitions and lotteries as “quite important.”
However, they still have a niche audience, with 27% finding them “rather important.”
Tech engagement trails behind
Features like digital achievements and games rank lower, with just 7% considering them “quite important.”
While gamification is trendy, it’s not for everyone.
German shoppers prefer practical perks over playful ones.
What does this all mean?
German consumers value loyalty programs that deliver clear, practical benefits like points, solid rewards, and relevant promotions. While extras like games and competitions might appeal to some, they’re not the driving force. If brands want to create loyalty programs that click with German shoppers, focusing on these priorities is key to success.
Check out also: top shopping apps in Germany
Top 8 online loyalty programs in Germany
We’ve done our research to bring you the top 8 loyalty programs in Germany.
Check them out now:
Payback: Germany’s most popular loyalty program
Payback has become a household name in Germany, thanks to its vast network of nearly 700 partner shops across different industries.
Whether you’re shopping for groceries, booking a trip, or buying home goods, there’s a good chance you can collect points here.
With every €2 spent, you earn 1 point – equivalent to €0.01 – which might seem small, but it adds up quickly, especially with frequent bonus coupons.
From double-point promotions to exclusive app deals, Payback keeps shoppers engaged.
You can redeem points for rewards, pay directly at partner stores, or even cash them out (once you’ve collected at least 200 points).
DeutschlandCard: the underdog worth having
While not as big as Payback, DeutschlandCard still holds its ground with over 400 partner shops.
It works on the same principle – spend money, earn points, and use those points for discounts or rewards.
Like its rival, it includes an app to activate coupons for extra points.
Many shoppers use both programs, maximizing their rewards by covering stores exclusive to each.
DeutschlandCard proves that even in a competitive market, there’s room for variety regarding loyalty rewards.
HUGO BOSS XP: A new era of loyalty
HUGO BOSS has stepped up its game with the launch of HUGO BOSS XP, a loyalty program blending traditional features like points and tiers with modern Web3 elements.
After a successful rollout in the UK earlier last year, the program has now landed in Germany and France, aiming to give customers a fresh, tech-savvy shopping experience.
What sets HUGO BOSS XP apart?
It integrates into the HUGO BOSS app, where members can earn and redeem tokens (including NFTs) through purchases and engaging with the brand online and offline.
These tokens unlock exclusive benefits like limited-edition products, brand experiences, and special offers tied to both HUGO and BOSS and their partners.
Miles & More
Primarily known as Lufthansa’s frequent flyer program, Miles & More extends its benefits beyond air travel.
Members can earn and redeem miles through various online shopping partners, making it a versatile option for accumulating rewards across different purchases.
IKEA Family
IKEA’s loyalty program offers members special discounts, access to exclusive workshops, and extended warranties on products.
While it benefits both in-store and online shoppers, the program’s online portal provides personalized offers and early access to promotions, enhancing the digital shopping experience.
Shell ClubSmart
For those who frequently purchase fuel or shop at Shell service stations, the Shell ClubSmart program allows members to earn points on purchases.
These points can be redeemed for various rewards, including vouchers and products available through their online catalog.
myBahnCard
Offered by Deutsche Bahn, myBahnCard provides discounts on train travel across Germany.
While primarily focused on travel, the program also includes partnerships that benefit online shoppers, such as discounts on car rentals and hotel bookings made through Deutsche Bahn’s online platform.
Rossmann Bonus Club
Rossmann, a leading drugstore chain, has its loyalty program that rewards customers with points for purchases.
Members receive personalized coupons and can participate in exclusive in-store and online promotions, enhancing the value of their shopping experience.
Check out also: Rossmann tests in-store pickup stations to meet growing click & collect demand
Trending: cashback over points
Cashback programs are stealing the spotlight in Germany’s loyalty scene.
Unlike traditional point systems, where rewards might take ages to accumulate, cashback gives shoppers an immediate return on their spending.
With digital payment platforms making tracking and redeeming rewards easy, it’s no wonder this trend is catching on.
Retailers and e-commerce brands use cashback deals to grab attention and keep customers hooked in a competitive market.
Check out also: payment methods used by German ecommerce businesses
Personalization meets tech
German consumers love convenience, and brands are listening.
Apps like PAYBACK and Lidl Plus make loyalty programs smarter by using customer data to tailor rewards.
From personalized coupons to exclusive discounts, shoppers get perks that match their buying habits.
Mobile apps play a big role here, putting everything – points, deals, and updates – at shoppers’ fingertips.
Eco-friendly rewards for a changing market
Sustainability isn’t just a buzzword in Germany. It’s a consumer priority.
Loyalty programs are adapting by rewarding eco-conscious choices.
For example, Deutsche Bahn’s BahnBonus program now includes points for greener travel options. This approach resonates with shoppers who want their spending to reflect their values.
Companies that embrace this mindset are standing out in a crowded field.
Big names and fresh ideas
Some of Germany’s most recognizable brands are shaking things up with new loyalty initiatives.
Lidl Plus gives shoppers digital coupons and exclusive deals based on their purchases, while dm-drogerie markt has linked its loyalty scheme with PAYBACK, letting customers rack up points on everyday items.
These programs aren’t just about saving money—they’re building stronger connections between brands and consumers.
The regulatory landscape
As loyalty programs grow, so does scrutiny.
Germany’s strict data protection and consumer rights rules mean companies must tread carefully.
Clear communication about terms and transparency in data use is now non-negotiable.
These regulations may be challenging for businesses, but they’re helping consumers feel more confident about joining loyalty programs.
Check out also: the role of data privacy in German ecommerce
Wrap up
All in all, Germany’s loyalty programs are evolving rapidly, offering online shoppers a variety of rewards and benefits.
From point-based systems like Payback and DeutschlandCard to cashback incentives and personalized offers, consumers have numerous options to improve their shopping experience.
To stay informed about the latest trends and developments in Germany’s e-commerce and loyalty landscapes, check out E-commerce Germany News.
