The Best 5 Loyalty Programs in Germany

Germany boasts a dynamic loyalty program landscape, where innovative rewards systems and customer-centric strategies are helping brands build deeper connections with their audience.
 

From retail giants to travel companies, businesses across the country are leveraging loyalty programs to drive customer retention and long-term growth. 

Here, we’ll explore some of the best loyalty programs in Germany, why they work, and actionable tips you can implement to create a program that resonates with your customers.

Why loyalty programs are thriving in Germany

German consumers are increasingly drawn to loyalty programs for their ability to provide value through savings, rewards, and convenience. 

New research reveals that Germans are more loyal than ever: nearly 65% of the nation have two or more loyalty cards, up from just 52% five years ago, with 91% of people using rewards to treat themselves each year. This high engagement rate is fueled by:
 

• Personalised rewards: Tailored offers based on shopping behaviour enhance the customer experience.
• Technological integration: Digital tools, such as mobile apps, simplify participation and reward redemption.
• Sustainability initiatives: Eco-friendly rewards align with the values of many German consumers.

Top loyalty programs in Germany and what makes them work

Did you know 40% of all German loyalty card holders prioritise being able to receive tangible rewards, such as discounts, free products or meals out?

1. PAYBACK

One of the most popular loyalty programs in Germany, PAYBACK collaborates with a wide range of partners, including supermarkets, gas stations, and online retailers. 

Its success lies in:

• Partner network: Customers can earn and redeem points across multiple brands, increasing the program’s appeal thanks to a multi-tenanted loyalty program.
• User-friendly app: The PAYBACK app provides seamless tracking and personalized offers.
• Flexible rewards: Points can be exchanged for discounts, products, or donated to charity.
• Innovative campaigns: PAYBACK frequently runs promotional events where users can earn double or triple points, further incentivizing engagement.

Takeaway: Build partnerships to expand the reach of your loyalty program and offer diverse redemption options.

2. DeutschlandCard

This program is another multi-partner system, focusing on everyday spending. DeutschlandCard excels with:

• Data-driven insights: It uses customer data to tailor offers and improve engagement.
• Ease of use: The program integrates smoothly into the shopping experience.
• Regional partnerships: DeutschlandCard partners with local retailers and service providers, enhancing its relevance to specific communities.
• Reward variety: Points can be redeemed for products, vouchers, or sustainable rewards such as donations to social causes, catering to diverse customer preferences.

Takeaway: Leverage data analytics to understand customer preferences and deliver relevant rewards.

3. Lidl Plus

Lidl’s loyalty app stands out for its simplicity and savings-focused approach - and it’s one of the top loyalty programs in France, not only in Germany.

Customers receive digital coupons, exclusive offers, and receipts tracking their spending.

• Digital coupons: The app features weekly coupons tailored to customer preferences.
• Real-time notifications: Users are alerted about ongoing promotions, ensuring they never miss out on savings.
• Integration with Lidl Pay: The app streamlines payments and loyalty tracking in one platform, enhancing convenience thanks to a great card linking technology.

Takeaway: Keep your loyalty program straightforward and value-driven to ensure high adoption rates.

4. Miles & More

This program targets frequent flyers, offering points for travel and associated services. Miles & More retains customers by:

• Aspirational rewards: Customers can redeem points for flights, upgrades, and luxury products.
• Loyalty tiers: Exclusive benefits for higher-tier members incentivize continued participation.
• Diverse earning opportunities: Points can be earned not just through flights but also via hotel stays, car rentals, and shopping with partners.
• Partnership with Star Alliance: This expands the earning and redemption network globally, appealing to international travelers.

Takeaway: Introduce tiered rewards to encourage repeat engagement and reward your most loyal customers in the travel industry.

5. dm-drogerie markt’s Mein dm

dm-drogerie markt has successfully integrated its loyalty program with PAYBACK, enabling customers to earn points on everyday purchases. This partnership offers:

• Seamless integration: Customers can use a single app to manage their points across purchases at dm and other partners.
• Increased appeal: By leveraging PAYBACK’s extensive partner network, dm expands its reach and enhances customer satisfaction.
• Exclusive offers: dm frequently provides bonus points and tailored promotions for users, boosting engagement.
• Sustainability features: Points can be used to support environmental and social initiatives, aligning with younger consumer values - just like Gen Z or Gen Alpha.

Takeaway: Collaborate with established loyalty networks to provide added value and convenience to your customers.

Tips to build a successful loyalty program

Follow these tips if you want to build a loyalty programs as successful as the top loyalty programs in Germany.