REWE Group Turns 2M+ Loyalty Members Into Shoppers It Knows, Across Four Markets
Addvery segmented REWE Group's 2M+ loyalty base by shopping mission, built a reusable loyalty blueprint and ran CRM for BILLA CZ and SK. Targeted communication lifted email open rate 5% and in-store revenue 2%.
REWE Group is a leading European retail group whose grocery brands include BILLA in Central and Eastern Europe and IKI in Lithuania.
Addvery segmented REWE Group's 2M+ loyalty base by shopping mission, built a reusable loyalty blueprint and ran CRM for BILLA CZ and SK. Targeted communication lifted email open rate 5% and in-store revenue 2%.
A loyalty card that knows everyone and no one
Loyalty programmes are easy to launch and hard to use. Membership grows into the millions, but a card scanned at the till says little about who a shopper is or what would bring them back. Any business with a large customer database knows the feeling.
REWE Group's grocery brands had the scale: more than 2 million loyalty customers and rich shopping data behind them. The group wanted one way of running loyalty that would work in every market while respecting local shopping habits, and hands-on capacity to turn the design into live campaigns.
- A 2M+ loyalty base with shopping-mission and frequency data, ready to be turned into segments.
- Several brands and countries, each with its own habits, needing one shared standard.
- CRM teams at BILLA CZ and SK wanting execution capacity, not just recommendations.
- New channels and mechanics, from app and in-app to cashback, to test before scaling.
From knowing everyone to knowing each shopper
Reading the base by how people shop
More than 2 million customers were segmented, with 24+ shopping missions mapped and 956,000 customers analysed for frequency and range. At BILLA SK, eight shopping-mission clusters went live with personalised email and push, each A/B tested against turnover.
A loyalty blueprint built to travel
A 16-chapter, 150+ page loyalty blueprint combines two layers: group best practice and a local interpretation, starting with IKI. It covers everything from goals, mechanics and rewards to the app, lifecycle, gamification, partners, data and legal, and came with:
- 150+ plug-and-play tasks, each with an owner, timing and complexity
- 3 cashback concepts approved, with control stores selected to test them
Hands on the CRM, not just the strategy
Addvery took interim ownership of the CRM function for BILLA CZ and SK, introducing weekly governance, standard reporting and one campaign evaluation method, so the design turned into live campaigns.
New channels, tested before scaling
- A redesigned weekly newsletter with 3x the click rate
- A point redemption flow with +8% benefit usage against a control group
- BILLA SK's first in-app communication, with an 18.1% click-through rate
Knowing each shopper, from Prague to Vilnius
Key benefits
- +2% in-store revenue
- +5% email open rate
- 2M+ loyalty customers segmented
- One CVM framework across 4 markets (CZ, SK, BG, LT)
Segments that show up at the till
Communication built on shopping missions lifted email open rate by 5% and in-store revenue by 2%.
One standard, local flavour
The framework now runs in the Czech Republic, Slovakia, Bulgaria and Lithuania, and the blueprint can be reused by any brand in the group.
Channels proven before they scale
The newsletter tripled its click rate, point redemption rose 8% and in-app messages reached an 18.1% CTR, so each market scales mechanics that have already been proven.
Facing a similar problem?
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