REWE build customer loyalty

A customer-centric approach enables REWE to develop and execute personalized, omnichannel campaigns for its 4 million customers.


The cooperative REWE Group is one of the leading trade retailers in Europe, with sales of over $55.4B (€54bn). Founded in 1927, REWE Group is present in 19 European countries with 330,000 employees and 15,000 stores. REWE Markt GmbH, part of REWE Group, is one of the leading supermarket banner in the German food retail market. The REWE markets are operated as branches or by independent REWE merchants.


With 4 million customers visiting its stores, and over 8 million transactions each week, REWE wanted to understand its customers better and differentiate its offer. REWE had previously taken advantage of market research teams to develop socio-demographic profiles – but this lacked real-time information on customer purchase behavior.


REWE selected Symphony RetailAI’s solutions for Customer Insights and Personalized Marketing to underpin its new loyalty program. Together, these solutions have helped REWE Group to:

  • Gain significant insight into their customers’ needs by segmenting customers to understand how they shop and what drives their behavior
  • Improve customers’ shopping experience by delivering personalized, omnichannel campaigns
  • React much faster to market changes, by focusing investment on the right products and stores with the help of customer data.

De-averaging our customers and figuring out who they are to simply better serve them, is exactly the core principle in terms of what we do on customer-centricity, and that’s the very much purpose of customer segmentations.

Jérémie Vilain, Director for Business Insights & CRM, REWE Group

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