Almost every German has a loyalty card in their wallet. Whether digital or plastic, loyalty programs have long been a part of everyday life. They’re as much a given as morning coffee. But not every program works equally well. We’re taking a close look at five well-known German programs: IKEA Family, Miles & More, ADAC, PAYBACK, and REWE Bonus.
IKEA Family: Earn points for furnishing your home
With IKEA Family, you earn points with every purchase. Every five euros you spend earns you one point. Logging in, adding items to your wish list, or attending workshops also earn you extra points. That way, your point balance grows almost without you even noticing.
The first discounts kick in at 35 points. At 400 points, you can already get a 50-euro discount. This tiered system takes advantage of a well-known trick from behavioral psychology. The Endowed Progress Effect shows that people who have already accomplished part of a task are more likely to keep going.
- 35 points or more: 5 € for the Second Chance Market
- 45 points or more: €5 discount at the restaurant or the Swedish shop
- 210 points or more: €25 off your purchase
- 400 points or more: €50 off your purchase
We've also seen this effect in our own client projects. Getting a head start in the digital realm measurably increases the redemption rate. Small victories along the way motivate people to see the process through to the end.
Miles & More: Status as a Status Symbol
With Miles & More, it's not just the miles that count. Status points are what really matter. A flight in Economy Class earns you 20 to 60 points. Business or First Class earns you significantly more.
You become a Frequent Traveler once you reach 650 points. You achieve Senator status once you reach 2,000 points. The exclusive HON Circle requires 6,000 points per year. As of recently, this status is valid for only twelve months.
This reduction is no coincidence—it's a calculated move. People who stand to lose their status are more likely to book their next flight sooner.
We hate losing things—even more than we love winning them.
ADAC: Trust Instead of a Points System
The ADAC does not award any points at all. Members pay an annual fee based on three tiers. The Basic plan starts at 54 euros per year. The Premium plan starts at 139 euros and covers emergencies worldwide.
Here, it's the tier that matters, not how much you collect. Those who pay more get greater security and better service. No wheel of fortune, no point system, no expiration date. Yet most members remain loyal for decades.
This shows that loyalty doesn't necessarily require rewards. Sometimes, reliable service when it really counts is enough. Trust is, after all, also a form of connection.
PAYBACK: The Loyalty Points Alliance
PAYBACK brings together many retailers under one card. One point is usually worth one cent. You earn one point for every two euros spent. EDEKA and Netto have also been part of the program since 2025.
The advantage is the reach. You earn points when you fill up, go shopping, and visit the drugstore. The downside: The customer relationship belongs to PAYBACK, not the individual retailer. If you want to own customer data yourself, you need your own solution.
REWE Bonus: Its Own App as an Alternative Model
REWE has left PAYBACK and is going its own way. The REWE app features bonus promotions that change weekly. Coupons must be activated in advance to receive the discount. The Bonus Booster also rewards loyal shopping behavior throughout the month.
This move is more than just a marketing gimmick. It reflects a clear trend in the German retail sector. Companies want to take back control of their customer relationships. Having their own app is what really makes personalized offers possible.
What the five mechanisms have in common—and what they don't
Five programs, five completely different approaches. And yet they share a common goal: to get customers to come back more often and more willingly. The mechanics behind them differ greatly.
- Rewards program with discount tiers: IKEA Family
- Status and Tier Program: Miles & More
- Basic membership without a points system: ADAC
- Coalition program with many partners: PAYBACK
- Our own app with personalized offers: REWE Bonus
For major brands, almost any model works. Smaller companies are usually better off with their own app. That way, customer data and customer relationships remain in-house.
What Science Says About Loyalty Programs
The DACH Loyalty Report 2026 provides clear figures on this. Customers who participate in a loyalty program spend 27.9 % more. Some are even willing to go out of their way. So loyalty clearly pays off—for both sides.
56 %: Consumers are willing to go out of their way to shop where their loyalty is rewarded.
DACH Loyalty Report 2026
Personalization also plays a major role. 61 % expect content tailored to their individual needs. 69.9 % prefer personalized offers over mass newsletters. This is exactly where a dedicated app has an edge over coalition models.
43.3% of customers enjoy playful elements. A wheel of fortune, a stamp card, or a short quiz often have a greater impact than discounts alone. Gamification activates the brain's reward center.
FAQ: Frequently Asked Questions About Loyalty Programs in Germany
What is the best loyalty program in Germany?
There isn't just one "best" program. IKEA Family is ideal for frequent shoppers, while Miles & More is ideal for frequent flyers. For small and medium-sized businesses, it's often worth developing their own app because it keeps customer data and customer relationships in-house.
How do loyalty programs generally work?
Most programs reward repeat purchases with points, discounts, or status. Some, such as the ADAC, instead offer tiered memberships with fixed benefits.
What sets coalition programs like PAYBACK apart from standalone apps?
Coalition programs bring together many retailers under a single brand and offer broad reach. In contrast, proprietary apps—such as REWE’s—enable more personalized communication and direct access to a retailer’s own customer data.
Is it worth it for small businesses to have their own loyalty program?
Yes. Today, modern loyalty apps are affordable even for small businesses. Even a simple digital stamp card with push notifications has been proven to increase sales and customer frequency.
