Revolution in the Jö Bonus Club: Digital maps instead of plastic from June!

Revolution in the Jö Bonus Club: Digital maps instead of plastic from June!

From June 2, 2025, the Jö Bonus Club, the largest customer loyalty program in Austria, introduces a significant change. In the future, no new plastic cards will be spent on membership, which is a decision in favor of digital transformation and resource conservation. Customers now only have to register with an email address and their date of birth in order to become part of the program. This was emphasized in a report by Oe24 With over 4.5 million members, the program has achieved a market share since its foundation in 2019, which enables more than 1.05 billion euros to save through discounts. The advantages should be available digitally in the JÖ app in the future, which makes it easier for members access to discounts and coupons. At the same time, the paper consumption is reduced by about 40 tons per year, explained Medianet .

digitization and data protection

The switch to digital membership also has a reduction in the collected customer data. Existing members of the Jö Bonus card can convert your physical map into a digital variant via the Jö smartphone app. Personal information such as gender, last name and postal address is deleted. The JÖ management emphasizes that this measure does not exclude the members who do not want to change digitally. You can continue to use your existing cards at the cash registers. Newcomers who register from June 2 will also receive a 5-euro shopping voucher to increase the incentive for digital processing.

An important aspect of this change is the data protection -compliant implementation of the program. Data protection expert Dr. Rainer Knyrim emphasizes that the changes take into account the requirements of the General Data Protection Regulation (GDPR). This could help to restore the trust of consumers into the program after the Jö Bonus Club had been faced with several data protection injuries in the past that led to fines of 10 million euros.

customer loyalty in retail

The changeover of the Jö Bonus Club reflects a larger trend in retail. Customer loyalty programs are widespread and pursue the goal of increasing sales through targeted customer loyalty. They offer added value in the form of loyalty points, discounts and vouchers that are increasingly important for consumers in order to remain attractive in a competitive market. According to a report by kpmg , the analysis of the target groups is decisive in order to meet the expectations and needs of the customers. The example of the Jö Bonus Club shows how important it is to make these digital offers attractive for both existing and new customers.

For the Jö Bonus Club, it will be crucial how the members react to the new digital options and whether the changeover actually leads to strengthening customer loyalty. The focus is not only on the technical execution, but also on the provision of a real added value for users. The tactics that the Jö Bonus Club uses could ultimately set standards for other dealers in the industry.