Handelsblatt: The new Deutschlandcard strategy

Deutschlandcard is facing an existential challenge

Without Edeka as a partner and with strong competition from Payback and Rewe Bonus, the company must reinvent itself. But is that enough?

Etribes managing director Karo Junker de Neui was asked by Handelsblatt about her opinion.
Her assessment: The success of the new Deutschlandcard app is on the brink. Because: Customers are now picky when it comes to bonus programs.

What is Deutschlandcard doing differently now?

• Users scan their receipts to receive exclusive benefits.
• Customers can have their purchases rewarded with points across retailers.
• Manufacturers receive detailed insights into buying behavior.
  

But this is the challenge: Is this added value enough to inspire users?

Many experts are skeptical. According to Karo, consumers usually only use two to three bonus programs regularly. The barrier to actively uploading receipts could be too high for many.

What can loyalty programs learn from this?

1. Convenience first: Anything that is too complicated loses users.
   
2. Real differentiation instead of “more of the same”: Users expect more than just points.
   
3. Digital integration: The app must fit intuitively and seamlessly into everyday life.
   

You can find the full article in detail here:

https://www.handelsblatt.com/unternehmen/handel-konsumgueter/bonusprogramm-deutschlandcard-kaempft-ums-ueberleben-und-versucht-neustart/100113559.html

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