Bertelsmann to End Deutschland-Card Loyalty Program by November 2023

Bertelsmann has announced that it will discontinue the Deutschland-Card loyalty program by November 30, 2023, after years of financial losses. The decision follows the loss of its largest partner, supermarket chain Edeka, which switched to Payback, the market-leading loyalty program, in early 2022. This transition undermined Deutschland-Card's business model and accelerated its decline.

The Deutschland-Card, launched in 2008, has consistently operated at a loss, and despite extensive efforts and investments by Bertelsmann to increase user acceptance and reach, the program never achieved sustainable profitability. Remaining partners include retailers such as Aldi Nord and Süd, Rewe, Kaufland, Penny, and drugstore chains Rossmann and dm.

Bertelsmann's management stated there is no realistic chance of returning to profit, leading to the decision to cease operations. Approximately 90 employees will be affected, with the company seeking socially responsible solutions for their situation.

The closure marks the end of a 15-year effort in loyalty card services, as Bertelsmann shifts away from a sector where it was unable to effectively compete against dominant programs like Payback. The termination reflects broader challenges in the German retail loyalty landscape, where user engagement and partner retention are critical for success.