Sutterlüty is ending the advantage card era after 20 years!

Sutterlüty is ending the advantage card era after 20 years!

The Vorarlberg retail chain Sutterlüty has decided to end its advantage card program after more than two decades. Vol.at reports that around 120,000 customers are affected by this measure. The program will be phased out gradually over the coming weeks, with points collecting only possible until June 30, 2025.

Managing director Florian Sutterlüty emphasized that the decision was not easy. The advantage card has stood for regional solidarity, trust and appreciation for many years. Customers were able to collect points with the advantage card, take advantage of exclusive offers and take part in promotions from regional partner companies. All points already collected remain valid even after the deadline and can be redeemed.

Transition and special promotions

Starting in July 2025, Sutterlüty plans to offer special promotions to make the transition easier for customers. However, information on alternatives to current customer loyalty has not yet been published. The advantages of the advantage card ranged up to 20% discount on purchases and special promotions such as 25% discount on selected product groups on certain days, which offered the customer an additional incentive.

In addition, special customers at Sutterlüty received birthday vouchers for 100 free advantage points, which can be redeemed for a 10% discount on a purchase. Another incentive was the free Vorarlberg daily newspaper, which customers received when they presented their advantage card at the checkout. Aid campaigns such as “Rounders Work Miracles”, where customers could round up at the checkout to support families in need, were also part of the program. These actions demonstrated the company's social commitment.

The context of customer loyalty

The decision to terminate the advantage card program comes in a current context in which customer loyalty programs are widespread in the retail industry. Loud KPMG These programs aim to offer customers added value – be it in the form of loyalty points, discounts, vouchers or other exclusive benefits. These measures are intended to promote customer loyalty and at the same time increase dealer sales.

The importance of understanding the target group and their needs remains crucial. Retailers must meet consumer expectations and preferences in order to offer attractive added value. In a study carried out as part of the Consumer Barometer, 1,032 consumers were representatively surveyed to find out what functions and expectations they have of loyalty apps.

Sutterlüty's move to discontinue such a long-established program could therefore be viewed as a response to both changing market conditions and the evolving needs of customers. The company's next steps will show how it wants to reshape its customer loyalty in the future.