Sutterlüty ends the benefit card era after 20 years!

Sutterlüty ends the benefit card era after 20 years!

Vorarlberg, Österreich - The Vorarlberg retail chain Sutterlüty has decided to end its benefit card program after over two decades. Vol.at reports that around 120,000 customers are affected by this measure. The program will be adjusted in the coming weeks, whereby collecting the points is only possible until June 30, 2025.

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

transition and special promotions

From July 2025, Sutterlüty plans to offer special special campaigns to facilitate the transition for customers. So far, information on alternatives to previous customer loyalty has not yet been published. The advantages of the advantage card ranged up to 20% discount on purchases and special actions such as a 25% discount on selected product groups on certain days, which offered the customer an additional incentive.

In addition, advantage customers received birthday vouchers over 100 free benefit points at Sutterlüty, redeemable for a 10% discount on a purchase. There was another incentive in the free Vorarlberg daily newspaper, which customers received at the cash register when presenting their benefit card. Aid campaigns such as "Zreunde Wunder", in which customers were able to round up at the cash register to support families in emergencies, were part of the program. These actions showed the company's social commitment.

The context of customer loyalty

The decision to terminate the benefit card program falls into a current context in which customer loyalty programs in the retail industry are widespread. According to KPMG , these programs pursue the goal of offering added values ​​to customers-be it in the form of loyalty points, discounts or other exclusive advantages. These measures are intended to promote customer loyalty and at the same time increase the sales of dealers.

The importance of understanding the target group and their needs remains crucial. Dealers must meet the expectations and preferences of consumers in order to offer attractive added value. In an investigation that was carried out as part of the Consumer Barometer, 1,032 consumers were asked in representative in order to find out what functions and expectations they have at loyalty apps.

The step of Sutterlüty to set such a long -established program could therefore be considered both as a reaction to changing market conditions and the changing needs of customers. The next steps of the company will show how it wants to redesign its customer loyalty in the future.