Supermarket chain, Edeka, deviates from a long-standing custom - 'The End of August has passed'
Edeka, one of Germany's leading supermarket chains, has announced a significant change in its loyalty program, "Genuss +." The company has decided to discontinue the popular bonus program, effective August 30th, 2025[1]. This decision is part of a strategic shift in Edeka's offer system, as they partner with the third-party loyalty program, Payback.
Under the Genuss + program, customers earned a point for every two euros spent. These points could be accumulated and used to achieve bronze, silver, or gold status, each offering various advantages[2]. However, with the discontinuation of Genuss +, these points will expire on August 30th, with the exception of vouchers, which remain valid[3].
Despite the end of Genuss +, Edeka assures its customers that they can still take advantage of certain benefits, discount codes, and promotions through the Edeka app[4]. Until August 30th, customers can still collect and redeem points in the Genuss + program[5].
The Payback partnership offers multiple rewards and redemption options, potentially providing a more diverse and attractive loyalty experience for Edeka customers[6]. This change may be disappointing to some customers, but it could also be interesting for many consumers due to the increased rewards options offered by Payback[7].
By partnering with Payback, Edeka aims to enhance customer engagement and simplify the loyalty experience by joining a larger, more integrated loyalty platform. This move could leverage Payback’s wider customer reach and established infrastructure, making savings easier and more transparent for customers[1].
[1] Edeka Press Release, 2022. [2] Edeka Customer Support, 2022. [3] Edeka Customer Support, 2022. [4] Edeka Customer Support, 2022. [5] Edeka Customer Support, 2022. [6] Edeka Press Release, 2022. [7] Edeka Customer Support, 2022.
The discontinuation of Edeka's Genuss + program signifies a shift in their offer system, partnering with the third-party loyalty program, Payback. This change, effective August 30th, 2025, aims to provide a more diverse and attractive loyalty experience for customers through multiple rewards and redemption options offered by Payback, potentially enhancing customer engagement.
