PROGRAM CARD - Cumulus

Program name: Cumulus
Distinction: the most widely held card in Switzerland
Brand / operator: Migros (Migros-Genossenschafts-Bund)
Family / owner: Migros-Genossenschafts-Bund (Federation of Migros Cooperatives) - a customer-owned cooperative
Industry: grocery retail
Industry benchmark: yes
Market: CH (Switzerland)
Related programs: Supercard (Coop, direct competitor in the CH market); Cumulus Visa (credit card with Cumulus accrual)
Status: active
Legal / time status: no restrictions; partner ecosystem changes underway (Micasa ended its cooperation at the end of 2025, Alnatura closed)
Launch year: 1997 (autumn 1997 - initial launch)
Main type: points-based
Additional type: -
Enrollment cost: free
Channels: brick-and-mortar (physical card), online (migros.ch), app (Migros App iOS/Android)
Reach: approx. 3 million households (per official Migros data); used in approx. 75% of Swiss households

Comparative parameters (estimated ratings)

Implementation difficulty (1-5): 3
Main KPI (impact strength): purchase frequency (medium)

Descriptive sections

0. Summary

Cumulus is the free points-based program of Migros, Switzerland's largest retail chain. Customers earn 1 point for every franc spent, and every two months points are converted into cash coupons (500 pts = CHF 5). Present since 1997, the program today brings together approximately 3 million households and is the most widely held loyalty card in Switzerland.

1. Objectives and context

Migros launched Cumulus in 1997 with two goals: to reward loyal customers and to better understand their needs through purchase data. The program is the cornerstone of a frequency-retention strategy in a market dominated by two chains - Migros and Coop (Supercard).

2. Target group

The program is aimed at the entire base of individual Migros customers in Switzerland, with no age or income segmentation - the emphasis is on universal accessibility. It is complemented by Famigros, aimed at families with children.

3. Architecture and type

Registration - free, online or in-store; the customer receives a physical card (with the option to personalize it with a photo) or activates a digital card in the Migros App.
Earning points - 1 pt for every CHF 1 spent at Migros and with partners; points are not accrued on alcohol and tobacco products; special multiplier promotions (e.g., 5× pts) on selected products.
Settlement - the account is settled every two months; with a minimum of 500 pts the customer receives blue cash coupons (CHF 5 for every 500 pts) by post or email.
Redemption - coupons are redeemed at Migros, migrolino, Ex Libris, OBI, and other active partners.

4. Earn & burn mechanics

Accrual: 1 point for every CHF 1 spent (fixed rate); no points for alcohol and tobacco; promotional multipliers on selected SKUs
Threshold and redemption: 500 pts = CHF 5 coupon; settlement every 2 months; points below the 500 threshold carry over to the next period
Reward forms: cash coupons (blue vouchers) to be redeemed on subsequent purchases; yellow vouchers with individual discounts on selected products; partner offers (travel, fitness, culture)
Point expiry: expiry date printed on the coupon; account inactive for 24 months or undeliverable for 24 months - exclusion from the program

5. Emotional value

As a customer-owned cooperative, Migros gives Cumulus a unique community dimension: the program is perceived as a return of value rather than a marketing promotion. Strong associations with the everyday life of the Swiss and decades of tradition build a high level of trust - Migros was the first Swiss company with the Good-Privacy certificate (2002).

6. Gamification

Multiplier promotions (e.g., 5× points) on selected products create a short-term purchase motive
Personalized yellow vouchers delivered every 2 months - surprise and relevance effect
A digital widget in the app enables real-time tracking of the points balance
Famigros - a family variant with additional benefits for parents of young children (outside the terms and conditions)

7. Differentiation

Against its direct competitor - Coop's Supercard - Cumulus stands out through deeper data integration and more personalized yellow coupons. As a cooperative, Migros gives the program an identity dimension unavailable to commercial chains. In terms of reach (~3 million households) it is the largest loyalty program in Switzerland.

8. Data and personalization

Data collected: purchase history, contact details, address, communication preferences (post / email)
Personalization: yellow coupons with discounts selected based on purchase history; regular data protection audits by an independent body (Good-Privacy Certificate since 2002)
Consents: enrollment in the program entails acceptance of data processing for marketing purposes; the option to opt out of communications

9. Technology

Migros App (iOS and Android) with a digital Cumulus card, balance widget, and digital vouchers
Migros Account as the central hub for managing the profile and preferences
Integration with POS registers (in-store code scan), self-checkout, and migros.ch (online)
Physical card with the option to personalize it with a photo

10. Communication and lifecycle

Cumulus statement sent every 2 months by post or email (chosen by the customer)
Onboarding: registration online or in-store; card sent by post or activated digitally
Retention: regular multiplier promotions, personalized yellow coupons, brand newsletter
Reactivation: no mechanism described publicly; account inactive for 24 months = exclusion

11. Conclusion / inspiration for the almanac

Cumulus shows that simplicity (1 pt/franc, a fixed 500-point threshold) combined with consistent personalization and data trust can sustain 75% market penetration for decades - without status tiers or subscriptions.

Sources: support.migros.ch (official Migros FAQ), corporate.migros.ch (program history), loyal.guru/loyalty/migros-cumulus, moneyland.ch, blick.ch (2025 partner changes)
Terms (link): https://cumulus.migros.ch/de/ueber-cumulus/agb.html
Entry compiled on: 2026-06-10

Cumulus