Digital Transition: Jö-Karte to Exclusively Function as a Mobile Application
Jö Bonus Club Embraces Digitalization with New App: A Shift Towards Sustainability, Data Protection, and Enhanced Customer Engagement
Ikea ends Family Bonus program in favor of the Jö-AppThe Jö Bonus Club, a popular customer loyalty program operated by Ikea, is set to undergo a digital overhaul with the replacement of physical customer cards by the Jö-App, effective for new customers. Current customers can continue using their check cards until further notice.
In stores, the app will display a barcode, replacing the need for physical cards. According to Nikolai Scheurecker, CEO of the Jö Bonus Club, one-third of customers currently prefer the app over the check cards, reflecting a steadily increasing trend. In the near future, this share is envisioned to double.
Exceptions for Particular Groups
Talks are ongoing with pensioners' associations, senior citizens' associations, and the Social Ministry to accommodate exceptions for individuals and groups who may find digital interfaces challenging.
Realigning Business Model in Response to Changing User Preferences
Digitalization reverberates beyond the Jö-App, as vouchers and receipts will also go digital in the future, with no paper vouchers or addressed vouchers sent by post. Plastic cards will no longer be part of the program, replaced by the digital convenience of a single destination platform for customers – the Jö-App.
Enhanced Data Protection and Sustainability Measures
Data protection is at the forefront of this digital shift. Starting in June, email addresses and dates of birth will suffice for new user registrations in the Jö-App. Registrants may use pseudonyms, requiring only minimal personal data. Existing users can agree to the new terms of service from July, subsequently having their last names, genders, addresses, phone numbers, and other sensitive information deleted from the Bonus Club's database.
The company emphasizes that this data will no longer be required, considering the elimination of addressed print advertising and the multi-purpose utility of the Jö-App in storing vouchers and digital receipts.
The Jö Bonus Club, with 4.7 million registered members, represents Austria's largest cross-industry multi-partner program, encompassing chains under the Rewe group (Adeg, Billa, Bipa, Penny), OMV gas stations, Allianz Insurance, Foodora, and Libro and Pagro stationery retailers.
In 2024, Jo customers saved around 130 million euros through vouchers and customer card usage. As the trend towards digitalization intensifies, we can expect to see similar initiatives from other companies, signaling a shift towards improved sustainability, customer experience, and data management strategies.
The Jö Bonus Club, in aligning with general-news trends and technology advancements, is digitizing its customer loyalty program, replacing physical cards with the Jö-App, offering other finance solutions such as digital vouchers and receipts, and prioritizing lifestyle aspects like sustainability and data protection. Discussions are underway to offer exceptions for certain groups who may find digital interfaces challenging. As more customers adapt to this finance paradigm shift, it is anticipated that the lifestyle preference for digital solutions will rise significantly.