Customer loyalty in the beverage retail industry is easier to achieve than in almost any other industry, yet it’s rarely leveraged consistently. Crates, returnable bottles, and weekend restocks: Many customers visit the store every two weeks. However, most beverage retailers don’t know who these people are, what they buy, or why they keep coming back.
This is exactly where digital customer loyalty comes in. In this article, we’ll show you seven best practices that really work in the beverage retail industry, using the example of our customer loyalty app for FRISTO SE, a family-owned company with over 240 stores. The project’s metrics show what matters most when getting started.
Why the Beverage Retail Industry Plays a Unique Role
The beverage retail industry has three characteristics that set it apart from other types of retail. Understanding them helps you build a better product lineup.
First, the frequency of visits is relatively stable. Empty containers must be returned, and supplies are restocked. Second, while the product range is broad, shopping baskets are often similar: A household buys the same brands month after month. Third, customer loyalty is strongly local. Customers drive to their local market, not to a chain store.
| Property | What this means for your program |
|---|---|
| Regular Visits | Align communication with the cycle, not with the campaign calendar |
| Recurring Shopping Carts | Personalized offers can be created with just a little data |
| Strong ties to the local community | Regional coupons instead of nationwide standard promotions |
| Bottle Return | A natural way to track points, scans, and reminders |
| Promotional prices as the standard | Loyalty benefits should be an addition to the price, not a substitute for it |
The Real-World Case: What FRISTO Did
FRISTO SE is a family-owned company in the beverage retail industry. With over 240 stores, more than 1,750 employees, and over 700 suppliers—it’s a structure in which every central initiative must work effectively at the local level.
To celebrate the company's 55th anniversary, a proprietary loyalty app was launched in collaboration with hello again. The app features regional coupons, a rewards program, and push notifications. The app was promoted across all channels—on store shelves, in-store, and digitally.
The ratio of these numbers is particularly revealing. About 10,000 registrations in the first 36 hours show just how much of an impact a high-profile launch can have. And 37,000 redeemed rewards prove that people are actually taking advantage of the benefits—not just collecting them.
The 7 Best Practices in Detail
1. Regional coupons instead of a nationwide, one-size-fits-all promotion
A beverage store in Upper Bavaria sells its products differently than one in the Ruhr region. Regional preferences for beer, water, and soft drinks are pronounced, and local competition also varies.
That is why coupon management should be handled at the store or regional level. This allows a store to respond to local promotions by competitors without impacting margins across the entire chain. In practice, this means a central promotional campaign supplemented by regional initiatives.
2. Make the start of the event
The biggest surge in registrations almost always occurs in the first few days. For FRISTO, there were about 10,000 sign-ups in 36 hours. This isn't driven by a store listing, but by visibility in the marketplace.
Take advantage of an event that’s already being promoted: an anniversary, a grand opening, or the start of the season. Combine shelf stoppers, checkout displays, promotional stands, and staff recommendations. A sign-up bonus that can be redeemed immediately will further boost the sign-up rate.
3. Keep premium thresholds low
In the beverage retail sector, the average receipt amount is often in the mid double digits, but customers shop every two to four weeks. A reward that requires ten purchases would therefore take half a year to earn.
The DACH Loyalty Report 2026 shows why this is risky: approx. 80 % of German respondents and just under 87 % of Austrian respondents expect rewards that can be redeemed immediately. Therefore, set the first threshold at one to two purchases, and then stagger the rewards accordingly.
| Level | Example Threshold | Appropriate Bonus |
|---|---|---|
| Immediately upon registration | 0 Purchases | Coupon for a promotional product |
| First Level | 1 Purchase | A small product giveaway, such as a drink |
| Second Stage | 3 to 4 shopping trips | Gift certificate for your next purchase |
| Permanent Level | Points Account | A higher bonus or a product selection advantage |
| Seasonal Level | Promotion Period | Barbecue season, Advent, holidays |
4. Use the empty bottle pickup as a point of contact
Returning empty bottles brings people into the store even if they don't intend to make a purchase. This visit is a good opportunity to strike up a conversation, since they're there anyway and have some time to spare.
In practice, this works through points earned for visits, a coupon issued immediately after scanning, or a reminder when the usual frequency has been exceeded. This turns a simple service interaction into an opportunity for the next purchase.
5. Align push notifications with the rhythm
Push notifications are the most direct channel within the app because they appear on the lock screen. In the beverage retail industry, their value lies primarily in their timing.
There are three useful triggers: weekend shopping, the frequency of individual visits, and weather- or season-related events. 84 % of German respondents would like to be informed about special offers at least once a week. You should take advantage of this opportunity, but make sure to provide relevant content.
6. Involve the marketing team
In a network with over 240 locations, it’s the staff who decide whether an app catches on. If cashiers don’t mention it, the app won’t get any sign-ups—regardless of the advertising budget.
What helps: a brief training session lasting just a few minutes, a store ranking that recognizes the top-performing teams, and a single, clear phrase that everyone uses. It’s important that the team understands the benefit on its own and can explain it in one sentence.
7. Measure from the very beginning
Registrations alone don't tell us much. Only actual usage shows whether the program is effective. That's why the redemption rate should always be listed alongside the number of registrations.
At FRISTO, there are 61,000 registrations compared to 37,000 redeemed rewards. It is precisely this ratio that is the key metric: it shows whether the benefits are attainable and attractive.
Your Key Metrics Overview for the Beverage Retail Industry
These five metrics are all you need for a monthly review. Each one serves a clear purpose.
| Key figure | What it answers | Wherever you look at her |
|---|---|---|
| Registrations by Market | Where Implementation Succeeds and Where It Doesn't | Monthly, by branch |
| Premium Redemption Rate | Whether the thresholds are achievable | Monthly, total, and by level |
| Active members in 90 days | How Many Accounts Are Actually Active | Monthly |
| Visiting intervals for members | Whether the program "Frequenz" makes an impact | Quarterly, for non-members |
| Push Opt-In Rate | Whether the direct channel works | Monthly, by registration source |
Common Mistakes and What You Can Do Instead
- Just Discounts Instead of a Program: If you only offer percentage-based discounts, you’re encouraging customers to focus solely on price. Add benefits that have nothing to do with price, such as advance information on promotions or product recommendations.
- Too many data fields during registration: Every required field reduces the number of registrations. Date of birth and primary market are sufficient for highly targeted communication.
- A campaign for all markets: There are significant regional differences in the beverage retail industry. Without local management, you're giving away profit margins and impact.
- Launching Without Marketing Materials: An app that isn't visible on the shelf will remain empty. The store listing is not an advertising channel.
- Never check rewards: If a tier is hardly ever redeemed for months on end, it's set too high. Adjust it instead of waiting.
Conclusion: Rhythm is your greatest advantage
The beverage retail industry has something that many other industries envy: a reliable customer visit cycle. Those who understand this rhythm can tailor their communications and incentives precisely to it.
The FRISTO project shows that this does not require a change in the business model. A high-profile launch, regional benefits, and attainable rewards are enough to turn anonymous shoppers into regular customers.
FAQ: Frequently Asked Questions About Customer Loyalty in the Beverage Industry
Is it worth having your own app even if you only have a few locations?
Yes, but with a different focus. With one or two stores, it’s less about regional management and more about personal engagement. The app primarily replaces the paper map and creates a direct channel to regular customers. It’s important to have realistic expectations about reach: what matters most is the percentage of your regular customer base, not the absolute number of users.
How many registrations are realistic at the beginning?
That depends heavily on visibility in the market. The FRISTO example—with about 10,000 sign-ups in 36 hours—is based on over 240 markets and a promotional campaign across all channels. A relative metric is more useful as a benchmark for your own business: What percentage of daily customers sign up within the first four weeks? Double-digit percentages are easily achievable with good marketing materials.
Aren't coupons just a loss of profit margin?
Only if they’re distributed without targeting. The difference from traditional flyer campaigns is the targeting: You know who redeems them, how often, and at which store. This lets you apply coupons to high-margin products, limit them to inactive customers, or target specific regions. This turns a blanket discount into a targeted tool.
Do I need a health insurance integration?
It's not absolutely necessary to get started. Many programs initially run by scanning at the register or entering receipts in the app. However, full integration with the point-of-sale system offers significant advantages: points are automatically credited, and you can view shopping cart data instead of just visits. It therefore makes sense to have a plan that includes integration as a second step.
How often should I send push notifications?
In the beverage retail sector, a strategy based on the frequency of visits has proven effective—for example, one to two relevant messages per week for active members. The DACH Loyalty Report 2026 shows that 84 % of German respondents want to receive information at least once a week. Content remains key: weekend promotions, reminders about expiring benefits, and seasonal events work better than general advertising.
What happens to an existing plastic card?
This can usually be transferred. Card numbers and point balances are carried over, so no one has to start from scratch. It makes sense to have a transition period during which both formats are valid at the same time. A small transition bonus significantly speeds up the switch—73 % of German respondents would switch to a digital solution anyway.
