Galeria Karstadt Kaufhof is breaking new ground in customer loyalty. The newly merged department store group launched the Galeria Loyalty Program at the beginning of this year. While the name remains the same, the new loyalty program replaces both the Karstadt customer card and the customer card that Galeria Kaufhof previously operated together with Germany's largest bonus program operator Payback.

In May last year, Galeria Kaufhof decided not to extend the contract with Payback, which expired on 31 Dec. 2019. At the time, the CRM program from Karstadt included around 6mn customer cards, while Galeria Kaufhof had issued around 3mn cards with its own logo and Payback connection. Nothing will change for Karstadt customers, but those who previously used the Galeria Kaufhof card must register again. Newly registered customers will be enticed with a discount of 30% on fashion items, in addition to competitions, exclusive events, regular bonus and multi-point coupons, and a personal birthday greeting.