Edeka in Dortmund: Why the branch does without Payback!

Edeka in Dortmund: Why the branch does without Payback!

More and more food dealers are relying on customer loyalty programs that are supposed to make the shopping experience more attractive. A prominent example is the introduction of the Payback bonus program at Edeka, which has been available in many branches since January 1, 2025. This measure aims to regain market shares that have been lost in recent years, especially to competitors such as Rewe who have left the program. The current situation, on the other hand, raises questions regarding the profitability and realizability of such programs in smaller markets.

The Edeka branch at Steinsweg 14 in Dortmund is one of the few who decided against participating in the Payback program. Branch manager Christian Pelzer makes it clear that the annual costs for participation are between 50,000 and 100,000 euros. According to Pelzer, this would have potentially dangerous financial effects on his company. He does not want to create dependence on financial support and emphasizes the importance of protecting his responsibility towards the employees and the customer. He currently employs 40 people and has already lost customers because they cannot collect points in his branch. "We are a small shop; in my view, something like that makes more sense to the big markets," he explains.

reactions of customers

Although the new Payback program is supposed to bring great relief for customers in many Edeka branches, the decision of the branch in Dortmund caused disappointment. Customers are confused because Edeka advertises the program with uniform advertising nationwide. Pelzer has attached signs to the health insurers to point out the non -participation, but this is not enough to clear out the misunderstandings that arise. He sees himself as a duty to inform his customers about this decision to set clear expectations.

The Payback program promises to collect points on every purchase: the customer receives one point per two euros. There are also regular special campaigns that offer additional points via coupons in the Payback app. The points collected can be used for discounts at the cash register as well as for premiums and vouchers for partners such as DM or Aral. This increases the attractiveness of the program, especially in a market that is characterized by strong competition.

market position and future prospects

The strategic decision by Edeka for the introduction of Payback is in the context of a broader development in retail. According to tagesschau.de , the program is used to move customers into their own data world and to secure competitive advantages over other providers such as Rewe, Lidl or net. EDEKA replaces the previous program in Payback, which expires on February 28, 2025.

The partnership with Payback aims to strengthen the position in the market, but experts warn that customer loyalty programs are not without risk. High discounts and the pressure on the margins could not be sustainable in the long run. In addition, retailers have to invest in customer acquisition again and again, which can prove to be expensive.