PROGRAM CARD - Klub Rossmann

Program name: Klub Rossmann
Distinction: personalization and CSR instead of classic points
Brand / operator: Rossmann Supermarkety Drogeryjne Polska sp. z o.o.
Family / owner: Dirk Rossmann GmbH (family-owned German company, private)
Industry: drugstores and beauty
Industry benchmark: yes
Market: PL (main variant described in the card); analogous app-based programs operate in DE and CEE countries
Related programs: Rossnę! (sister PL program for parents of children aged 0-6, shared Virtual Card); Rossmann Club (DE/CEE - separate apps, similar architecture)
Status: active
Legal / time status: no restrictions; terms in effect from 14.10.2025
Launch year: 2017 (enrollment possible from 10.04.2017)
Main type: member-benefit
Additional type: none (note: the almanac's main list marks the program as "points-based" - the terms do not provide for a traditional exchange of points for rewards by the participant; the only form of scoring is CSR points used solely to calculate the charitable donation)
Enrollment cost: free
Channels: Rossmann PL mobile app (iOS, Android, AppGallery) - required; in-store self-checkout and traditional registers (NFC or on-screen code); rossmann.pl online drugstore (auto-identification after login)
Reach: over 9 million participants (PL, indirect data; the app had 5.5 million downloads at the end of 2017, 6.56 million active users in 2019 - outside the terms)

Comparative parameters (estimated ratings)

Implementation difficulty (1-5): 2 - mobile app with personalization and a CSR module, single market, no points liabilities toward the participant
Main KPI (impact strength): engagement - medium

Descriptive sections

0. Summary

Klub Rossmann is a free, app-first member-benefit program operating in Poland since 2017. Instead of a classic pool of redeemable points, participants receive personalized single-use codes and discounts tailored to their purchase history. Every card scan generates CSR points donated to a charitable cause designated by the organizer.

1. Goals and context

The program serves to build purchase frequency and to gather data on customer behavior for the purpose of personalizing the offer. The second, strongly communicated goal is building the image of a socially responsible brand - the CSR points mechanism directly translates participants' purchasing activity into the value of a donation to the Polish Mother's Memorial Hospital Research Institute (Instytut Centrum Zdrowia Matki Polki).

2. Target group

Primarily women (approx. 81% of app users - outside the terms) aged 25-44, making regular cosmetics and drugstore purchases. The program is generally available to adult consumers who own a smartphone; people with children may simultaneously join the sister program Rossnę!.

3. Architecture and type

The participant downloads the Rossmann PL app and creates an account on rossmann.pl (e-mail + password + first name, last name, date of birth, gender, phone number).
After registration, they receive a Virtual Program Card (13-digit QR/NFC code) visible in the app.
At each purchase, they scan the card (or provide their phone number) - the system records transaction data and accrues CSR points.
Based on purchase history, Rossmann sends personalized single-use codes (push, mail, SMS), which the participant uses on subsequent purchases.
The participant may link their account with one other Klub Rossmann member to share privileges from single-use codes with each other.

4. Earn & burn mechanics

Accrual: No traditional redeemable points for the participant. CSR points are accrued: 1 CSR point for every zloty spent (rounded down), solely for the purpose of calculating the value of the charitable donation.
Threshold and redemption: No redemption threshold for the participant. Single-use codes (percentage or amount discounts on designated products) are granted by Rossmann according to its own personalization algorithm, not as a result of the participant reaching a threshold.
Reward forms: Personalized single-use codes with a discount on specific products; a standing 20% discount on instant photo prints at photo kiosks in the drugstores; access to the Rossmann GO feature (self-service shopping with in-app payment); price alerts for favorite products.
Point expiration: CSR points are reset to zero on December 31 of each year the campaign runs (until the end of 2025). Privileges resulting from single-use codes are forfeited if the participant does not use them. A participant inactive for 6 months may be excluded from the program (after a prior e-mail with a 30-day reactivation option).

5. Emotional value

Rossmann consistently links everyday shopping with a charitable dimension - every card scan "helps children" as part of the "Pomagamy jak umiemy" (We help as best we can) campaign. The tone of communication is warm and approachable. The app reinforces the sense that the brand knows the participant's preferences and rewards them with tailored offers rather than mass leaflet promotions.

6. Gamification

A shopping-mission mechanism (separate campaign terms) - participants complete shopping tasks in exchange for coupons or rewards.
The Rossmania game - in-app mini-games with rewards (outside the main terms).
A visible CSR points counter builds a sense of agency and collective competition for charitable causes.
Price alerts and personalized push notifications create a habit of checking the app.

7. Differentiation

Klub Rossmann stands out by abandoning the traditional pool of redeemable points in favor of pure offer personalization - the participant does not "collect" anything for themselves other than tailored codes. It is an architecture focused on transactional and behavioral data, not on managing points liabilities. The charitable theme integrated into the scanning mechanic is unique in the drugstore industry in Poland and raises the perceived value of every transaction.

8. Data and personalization

Purchase history, viewed products, browsed categories, favorite products, in-app search history, time and frequency of visits, device type, drugstore location.
Demographic data: first name, last name, date of birth, gender, optionally home address.
Based on the data, Rossmann prepares individual single-use codes, product recommendations, and personalized search results.
The participant grants consents during registration; detailed rules are in a separate information clause.

9. Technology

Rossmann PL mobile app (Android ≥ 8.0, iOS ≥ 15.0, AppGallery); identification via on-screen QR/barcode, NFC, or phone number.
rossmann.pl online drugstore with auto-identification of the logged-in participant.
"Link account with another Club member" mechanism - sharing privileges between two accounts.
Rossmann GO - a self-service module in the app (scanning products at the shelf, online payment).
Technology platform: no public data.

10. Communication and lifecycle

Channels: in-app push, e-mail, SMS.
Onboarding: app → account registration → enrollment form → e-mail activation (72 h) → immediate issuance of the Virtual Card.
Retention: personalized single-use codes, seasonal campaigns (shopping missions, mini-games), the charitable campaign as a motivator for recurring scanning.
Reactivation: warning e-mail upon inactivity >6 months; a 30-day window to reactivate by scanning.

11. Conclusion / inspiration for the almanac

Klub Rossmann shows that an effective drugstore program need not rely on traditional earn & burn - building value through personalization and integration with a charitable cause can be an equally effective motivator of engagement, while significantly simplifying the system architecture (no points liabilities toward the participant).

Sources: Klub Rossmann Terms (in effect from 14.10.2025) - https://www.rossmann.pl/helpcenter/files/regulamin-klubu-rossmann-obowiazujacy-od-dnia-14-10-2025-1422187689737756672.pdf; program page rossmann.pl/klub; GoMobi case study (download data); Marketer+ article on the Rossmann loyalty program
Terms (link): https://www.rossmann.pl/klub
Entry compiled on: 2026-06-11

Klub Rossmann