German consumers have clear ideas about what matters to them when it comes to loyalty programs: Above all, 88 percent of respondents believe these programs should be easy to use. This is the finding of a representative online study on usage behavior regarding retail apps, conducted by the market and opinion research institute Ipsos on behalf of the market leader PAYBACK. Almost as important to respondents is that reward programs help them save money and offer various ways to redeem the rewards or savings they’ve accumulated (86 percent each). It is also important to German consumers that loyalty programs are reputable (85 percent), handle customer data with care (76 percent), and have a large partner network (72 percent).
As the study shows, PAYBACK meets these customer requirements particularly well. Specifically regarding ease of use, 88 percent of respondents are satisfied with PAYBACK. When it comes to the savings benefits offered by rewards programs, PAYBACK is well ahead of retailer apps from major chains such as Lidl, Rossmann, and Kaufland. And when it comes to redemption options, 86 percent of users appreciate the diverse range of offers, while 88 percent value PAYBACK’s extensive partner network. Additionally, 84 percent of customers consider PAYBACK to be a particularly reputable provider.
“Simplicity and trustworthiness are among the core principles of our daily work. Our consistent focus on our customers’ needs is a central component of our strategy—and it pays off, as the study shows. With over 35 million active PAYBACK members and 18 million PAYBACK app users in Germany alone, we offer immense reach combined with personalized offers that people actually use,” says PAYBACK Managing Director Dominik Dommick. This is also evident in the fact that 88 percent of users are satisfied or very satisfied with PAYBACK, and 57 percent use the PAYBACK app at least once a week.
For the representative study, a total of 1,000 people aged 18 to 70 were surveyed online in September 2025. Further information on the Ipsos study can be found here.
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