Shopping: Comparison: Customers save little with loyalty apps when shopping

How much can customers save if they use loyalty apps from retail chains such as Rewe, Lidl or Kaufland? Not much-this is the result of an examination of the SMHaggle price comparison app for the German Press Agency.

SMHaggle compared the bonus programs of some dealers. Between January and March 2025, more than 1.26 million receipts were evaluated. Kaufland was ahead in comparison to the providers examined. With Kaufland Card, customers were able to save an average of 2.29 percent of their total expenses in the food retail trade and drugstores in the first quarter. With a purchase for 100 euros, this corresponds to 2.29 euros.

Expert: By targeting offers more savings

With other chains, the advantage of the apps is lower according to SMHaggle. The DM drugstore comes to 1.68 percent, Lidl Plus to 1.6 percent, EDEKA to 1.59 percent and Rossmann to 1.32 percent. It is even less with Rewe Bonus (0.82) and Penny (0.75 percent). With the Payback MultiPartner program, in which EDEKA, Netto and DM participate, the savings for consumers are 1.38 percent.

“By targeting action of action and the regular change of the dealer, you can save more conveniently and significantly more than with a single or several bonus programs,” says Smhaggle managing director Sven Reuter. If you buy products on the special offer, you can save an average of 30 percent. With the bonus programs, it is usually only one to two percent.

Almost all large retail chains have an app that customers can use on their smartphones. They apply for their products and special offers. In the apps, customers and dealers enter into an exchange store: registered benefits are exclusive. At best, companies receive loyal customers and their data. They help them understand what the buyers want.

Transmission of personal data critically

Many people use loyalty apps from food dealers to secure discounts, as a YouGov survey on behalf of the German Press Agency shows. More than 2,000 people were interviewed in February. Almost every fourth does not use the apps and do not want this in the future either.

The most commonly criticized that personal data is transmitted. This indicates 39 percent of those surveyed. Almost as much bothers that the buying behavior is analyzed (38 percent). There is disagreement that only registered customers receive discounts. 41 percent do that, 40 percent.