📖 Almanach

heyOBI

heyOBI is OBI's free loyalty program for the Polish market, based on a mobile app. It offers an electronic customer card, personalized coupons and

OBI (Superhobby Market Budowlany sp. z o.o.) / OBI Home and Garden GmbH DIY i budowlanka member-benefit PL

PROGRAM CARD - heyOBI

  • Program name: heyOBI
  • Distinction: digital card for DIY makers
  • Brand / operator: OBI (Superhobby Market Budowlany sp. z o.o.) / OBI Home and Garden GmbH
  • Family / owner: OBI Group Holding SE (Wermelskirchen, DE)
  • Industry: DIY and construction
  • Industry benchmark: no
  • Market: PL
  • Related programs: heyOBI DE (app for the German market)
  • Status: active
  • Legal / temporal status: no restrictions; terms in effect from 29 July 2025; account automatically deleted after 5 years of inactivity
  • Launch year: no public data (iOS app available since approx. 2018)
  • Main type: member-benefit
  • Additional type: -
  • Enrollment cost: free
  • Channels: mobile app (iOS 13+, Android 7+), online (obi.pl), OBI brick-and-mortar stores in Poland
  • Reach: no public data

Comparative parameters (estimated ratings)

  • Implementation difficulty (1-5): 2 - low: an app with coupons and an electronic customer card, a single market, no classic points system
  • Main KPI (impact strength): engagement (medium)

Descriptive sections

0. Summary

heyOBI is OBI's free loyalty program for the Polish market, based on a mobile app. It offers an electronic customer card, personalized coupons and offers, purchase history, and convenient receipt-free returns. It does not use a permanent points system - the value for participants comes from personalization and dedicated promotional campaigns.

1. Objectives and context

The program serves to increase customer engagement, collect data on shopping preferences and DIY habits, and direct relevant offers to specific segments. It also supports retention by making it easier to return to the store (purchase history, quick returns). Public KPIs are not disclosed.

2. Target group

Adult consumers carrying out renovation, construction, or gardening projects - both home and garden owners as well as residents with a balcony. The program is aimed exclusively at consumers (not businesses).

3. Architecture and type

  1. Free registration in the app or on obi.pl; requires providing first name, last name, address, and email; optional selection of a preferred store and answers to questions about the type of residence.
  2. After registration, the user receives an electronic customer card (available only in the app, no physical version); they scan it at the checkout with every purchase.
  3. The card assigns transactions to the account - the participant gains access to history, personalized offers, and dedicated coupons; returns are possible without a paper receipt (code from the app).
  4. Seasonal promotional campaigns (e.g. Bobrowe Bonusy / Beaver Bonuses) overlay a temporary points mechanism on the program base - the participant collects points and exchanges them for discount coupons within a designated time window.

4. Earn & burn mechanics

  • Accrual: no permanent points accrual in the base program; in the Bobrowe Bonusy campaign (outside the main terms): PLN 1 = 1 point for purchases during a designated period
  • Threshold and redemption: none in the base program; in Bobrowe Bonusy: collected points exchanged for discount coupons within a separate time window (outside the main terms)
  • Reward forms: personalized discount coupons, special offers for participants, seasonal points campaigns; a PLN 10 welcome discount on purchases over PLN 100 after signing up for the newsletter (outside the main terms - campaign terms)
  • Point expiration: not applicable to the base program; in seasonal campaigns - per the terms of the given campaign

5. Emotional value

OBI builds the identity of the DIY enthusiast - the brand communicates "YOU'LL DO IT WITH OBI" ("ZROBISZ TO Z OBI"), and the program reinforces this message through tips, inspiration, and personalized offers tailored to the type of residence and garden. The Beaver mascot (Bobrowe Bonusy) gives the program a warm, informal tone.

6. Gamification

  • Seasonal points campaigns (Bobrowe Bonusy) with distinct phases: collecting → redemption; a limited time window creates pressure to act.
  • Welcome bonus (welcome coupon) as an instant reward for registering and signing up for the newsletter - low barrier to entry, fast gratification.
  • Purchase history as a tool for tracking completed projects.

7. Differentiation

Against competitors in the DIY industry, heyOBI forgoes a permanent points system in favor of deep personalization based on the participant's residential profile (house/apartment, garden/balcony). The digital receipt and convenient returns without a paper document are a concrete practical benefit, not a cosmetic bonus.

8. Data and personalization

  • The program collects data on in-store and online purchases, product preferences, type of residence, and interactions with the app and marketing emails.
  • Joint data controllers are OBI Home and Garden GmbH and Superhobby Market Budowlany sp. z o.o. (Art. 26 GDPR).
  • Personalization of offers and product recommendations is based on transaction history and declared preferences; details in the heyOBI and obi.pl Privacy Policy.

9. Technology

  • heyOBI mobile app for iOS (13+) and Android (7+); available free in the App Store and Google Play.
  • Electronic customer card with an individual number (QR/barcode) scanned at the in-store checkout.
  • Account also accessible via browser (obi.pl); full functionality only in the app.
  • Platform / backend provider: no public data.

10. Communication and lifecycle

  • Channels: push notifications in the app, email (newsletter), messages in brick-and-mortar stores.
  • Onboarding: step-by-step registration; PLN 10 welcome discount as an immediate incentive.
  • Retention: no reactivation mechanism in the main terms; account deleted after 5 years of inactivity; activation through seasonal campaigns (Bobrowe Bonusy and other campaigns).

11. Conclusion / inspiration for the almanac

heyOBI shows that in the DIY industry effective loyalty does not require points - a customer profile (type of residence, garden), relevant personalization, and a real practical benefit (digital receipt, returns) are enough. Seasonal points campaigns serve as a purchase catalyst without a permanent financial commitment for the operator.

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