PROGRAM CARD - Supercard

Program name: Supercard
Distinction: Swiss leader with the Coop ecosystem
Brand / operator: Coop Genossenschaft
Family / owner: Coop Group
Industry: grocery retail
Model for the industry: yes
Market: Switzerland (CH)
Related programs: none
Status: active
Legal / time status: no restrictions
Launch year: 2000
Main type: points-based
Additional type: -
Cost of joining: free
Channels: in-store / online / app
Reach: over 4 million active collectors (source: Boost Group, approx. 2021)

Comparative parameters (estimated ratings)

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

Descriptive sections

0. Summary

Supercard is the flagship program of Coop Genossenschaft - Switzerland's largest retailer. Launched in 2000, it is based on the simple principle of 1 Superpoint per 1 CHF and lets members redeem collected points for rewards from the Prämienshop catalog, gift cards, or direct payment at Coop City. The program spans over 30 partners within the Coop Group ecosystem.

1. Goals and context

The program builds customer loyalty by rewarding every purchase across all Coop formats. The key KPIs are visit frequency and wallet share. A rich ecosystem of partners (dining, home appliances, travel, financial services) allows Coop to track customer purchasing behavior across many categories and build a cross-category consumer profile.

2. Target audience

The program is aimed at the general population of Swiss consumers making everyday purchases within the Coop network. Sub-programs deepen the segmentation - Hello Family Club (families with children) and Mondovino Club (wine enthusiasts) - focusing dedicated offers on specific segments.

3. Architecture and type

Registration online or in-store; a physical or digital card is available immediately via Supercard ID in the app.
Collecting Superpoints: 1 point for each CHF spent at Coop and partners; extra points from weekly Superdeals, digital coupons, and collection campaigns (Sammelpässe).
Redeeming points: rewards from the Prämienshop (electronics, home appliances, travel vouchers, Miles & More miles), direct payment with points at Coop City (100 pts = CHF 1), or conversion into a Treue-Geschenkkarte.

4. Earn & burn mechanics

Accrual: 1 Superpoint per CHF 1 spent at Coop stores and partners; exceptions: Coop Pronto (1 pt/liter of fuel), Coop Mineralöl (250 pts/1,000 l of heating oil), Supercard credit card (1 pt/CHF at Coop and partners; 1 pt/CHF 3 everywhere else).
Threshold and redemption: no minimum threshold; rewards from approx. 4,790 pts (Victorinox kitchen knife) to 24,990+ pts (home appliances); 10,000 pts = ITS Coop Travel voucher of CHF 100 or 5,000 Miles & More miles; direct payment at Coop City: 100 pts = CHF 1.
Reward forms: catalog rewards (electronics, home appliances, kitchenware, travel vouchers, wine), Coop gift card (Treue-Geschenkkarte), payment with points at Coop City, conversion into Miles & More miles, top-up of a Bank Cler savings account.
Point expiry: points expire after 12 months of inactivity (no new points for 12 months results in the loss of the entire balance).

5. Emotional value

Supercard fits into the everyday routine of Swiss shopping, offering tangible savings without complicated thresholds. The program promotes community engagement (the annual "Tag der guten Tat" - Day of the Good Deed campaign) and access to exclusive cultural events (musicals, sports). The brand's tone is friendly, family-oriented, and rooted in local Swiss identity.

6. Gamification

Weekly rotating Superdeals (multiplier offers) drive regular checking of communications and accelerate purchasing decisions.
Digital collection cards (Digitale Sammelpässe) - progressive rewards for collecting stamps for specific products or categories.
Group point collection (Sammelgemeinschaft) - a shared account for a family or partners speeds up accumulation.
Push notifications in the app about activated coupons and new point offers.

7. Differentiation

Supercard stands out with the extensive proprietary ecosystem of the Coop Group (over 30 touchpoints) spanning dining, home appliances, jewelry, travel, health, and banking - without the need to build an external coalition. The simple 1:1 rate and integration with Miles & More add an aspirational dimension to redemption, setting the program apart from single-network competitors in continental Europe.

8. Data and personalization

Full basket data is collected at every Coop store and partner; this data is the basis for customer profiling (consent required in the AGB, with the option to withdraw).
Personalized digital coupons in the app and newsletter generated based on purchase history.
The option to opt out of marketing data processing is available in the Supercard ID account settings.

9. Technology

The Supercard app (iOS and Android) with a digital barcode, coupon management, digital collection cards, digital receipts (Meine Einkäufe), and the Supercard PAY function (contactless payment without a physical card).
Platform: Coop's own infrastructure; the catalog and reward-logistics module is operated by Boost Group.
Integrations: POS across all Coop formats and partners, Supercard ID (SSO for Coop services), Miles & More, Bank Cler, Apple Pay / Google Pay / Samsung Pay via the Supercard Mastercard/Visa credit card.

10. Communication and lifecycle

Email newsletter with weekly point offers; push notifications in the Supercard app.
Onboarding: the card is ordered online (form) or available on the spot in-store; digital activation is immediate via Supercard ID.
Retention: regular Superdeals, seasonal collection campaigns (Sammelpässe), exclusive event tickets, and the ability to donate points to charitable causes maintain a high frequency of engagement.

11. Conclusion / inspiration for the almanac

Supercard proves that an extensive ecosystem of proprietary brands (30+ formats of a single group) can replace an external coalition, providing a wealth of touchpoints while preserving brand consistency. It is an argument for concentrating on the group's internal ecosystem as the core lever of a loyalty program.

Sources: supercard.ch (homepage and subpages: Punkte sammeln, Punkte einlösen, App & Digitale Services, Prämienshop); boostgroup.eu; moneyland.ch (Switzerland loyalty programs guide and forum); businesswire.com (Switzerland Loyalty Programs Market Intelligence Report 2025-2029)
Terms (link): https://www.supercard.ch
Entry compiled on: 2026-06-10

Supercard