Sutterlüty ends the benefit card after 20 years - what now?

Sutterlüty ends the benefit card after 20 years - what now?

Feldkirch, Österreich - The Vorarlberg retail chain Sutterlüty draws the final line under its benefit card program after over two decades. This decision affects around 120,000 customers and marks the end of an era of customer loyalty, which was based on regional connection and trust. Managing Director Florian Sutterlüty announced in a statement that the decision was not easy and that the program will begin to start the program in the coming weeks. However, points can continue to be collected by June 30, 2025.

The Sutterlüty benefit card was considered a popular binder and was known for offering comprehensive advantages: Customers could collect points, use exclusive offers and take part in actions of regional partner companies. For example, advantage points enabled discounts of up to 20% for purchases. Particularly attractive actions, such as a 25% discount on selected product groups on certain days, were estimated by the benefit customers. In addition, they received a birthday voucher of over 100 free advantage points that could be redeemed for a purchase for a discount of 10%.

a farewell with special actions

Although the advantage card is now set, there is hope for a simple transition phase. From July 2025, Sutterlüty plans to offer various special campaigns to make it easier for customers to make the transition. However, what comes exactly after the farewell to the benefit card remains unclear. The Vorarlberg retail chain has so far not published any information about possible alternatives to previous customer loyalty.

The Sutterlüty benefit card, which could also be used digitally in the mobile-pocket customer cards app, also offered its users the opportunity to get discounts from partner actions in the region. For example, advantage customers were able to save money at trade fairs and leisure facilities. The social component was not neglected either; As part of the “Care Miracles” campaign, customers had the chance to support Caritas Vorarlberg.

A look at the trends of customer loyalty

The decision of Sutterlüty shows a trend in retail, which is documented, among other things, by studies. As an examination of KPMG illustrates, customer loyalty programs are widespread and range from physical customer cards to apps to combinations of both. The aim of these programs is to tie up to themselves through added value such as loyalty points, discounts and exclusive advantages. Nevertheless, retailers should take into account that such loyalty programs are also associated with financial challenges. It is therefore important to understand the needs of the target group exactly and to create attractively designed offers. After all, it is about fulfilling the expectations and preferences of customers to ensure sustainable customer loyalty.

With the closure of the benefit card program, a chapter for Sutterlüty ends, but the question remains which new ways in customer loyalty the company will take. It is only to be hoped that customers will soon receive the necessary information about the new offers.