Image for Peek & Cloppenburg Hamburg’s relaunched loyalty program news article.

Peek & Cloppenburg Hamburg Shines With Freshly Relaunched Omnichannel Loyalty Program, Powered by Antavo

July 8, 2024

International department store chain Peek & Cloppenburg Hamburg, has leveled up its loyalty program from P&C* Card to Friends CLUB with the help of Antavo to dazzle its members with challenges and rewards. 

The German international chain of department stores, Peek & Cloppenburg KG Hamburg, is one of the leading fashion companies known for its outstanding competence and sense of style. In 2023, the company was searching for a new loyalty platform to replatform its long-running card-based loyalty program, P&C* Card. 

The plan was to elevate the loyalty program experience by introducing points and focusing more on digital engagement, as well as rewarding customers for non-transactional interactions. To achieve this, the company partnered with leading pure-play technology provider Antavo due to its extensive experience in the retail and fashion verticals.

Following months of development, Peek & Cloppenburg Hamburg’s new and improved loyalty program has been officially unveiled as Friends CLUB to the public. A truly omnichannel solution, members can engage with the program across all possible channels with their favorite department store chain, be it online, in-store or mobile. 

Loyalty program membership page image for Peek and Cloppenburg’s Friends Club app.

The goal of Friends CLUB is to go premium with the loyalty system, deepen the bond with customers and increase their lifetime value. For this reason, the company went beyond the tried and tested loyalty concepts. Those who wish to join can now self-enroll by scanning a QR code at the store and either downloading the app or filling out a form on the website. 

In addition, points can be earned not just with purchases, but also for completing exciting challenges, such as subscribing to the newsletter, filling out a survey or consecutively logging into their account. As for the rewards, members can spend their points on coupons.

“While considering our loyalty program, our main priority was to give back to our customers and give them an experience that aligns with the premium quality Peek & Cloppenburg Hamburg stands for. In addition, we were looking for a loyalty platform that can be deployed on multiple markets but stays the same at its core. Antavo has been a perfect choice for all this.” Daniel Schmidt, Senior Head of Customer Management at P&C* 

“It has been a great experience working with such a forward-looking company. Peek & Cloppenburg Hamburg had a great vision for their loyalty program, and it was a great fit for our technology. We are happy to be the driving tech behind this loyalty program.” Attila Kecsmar, CEO & Co-founder of Antavo

About Antavo

Antavo is the most powerful Loyalty Cloud on the market, offering a scalable, pure-play loyalty technology that is easy to integrate, thanks to robust APIs.

Antavo’s no-code, API-centric platform makes the loyalty program experience fully customizable and empowers loyalty and marketing teams to run their program internally, without IT help. The company invests 60% of its revenue into its product and issues quarterly product releases. 

Antavo is a pure-play loyalty technology vendor recognized by Forrester, Gartner, Loyalty360, and is the preferred choice for loyalty consultants, agencies, and system integrators all over the world. Antavo empowers clients like KFC, C&A, Benefit Cosmetics, Scandic, La Cage, Kathmandu, Luisaviaroma and BrewDog, as well as global businesses in the travel, pharma and fashion industries. For more information, visit

*About Peek & Cloppenburg KG, Hamburg

In Germany, there are two legally and economically independent companies Peek & Cloppenburg with their headquarters in Düsseldorf and Hamburg. Peek & Cloppenburg KG, Hamburg has been a family-run business for four generations.

In 1911, merchants Anton Cloppenburg and Paul Schröder came together to found the clothing company. In the Hanseatic tradition, the two founders defined a clear goal right from the start: building a long-term basis of trust for their customers. Expert advice, high product quality and the tasteful ambience of your store should contribute to this. A successful combination that has been pioneering for more than a hundred years. From high-quality basics to designer collections to young trend labels—as a brand specialist, Peek & Cloppenburg KG Hamburg offers quality, variety and fashion know-how from a single source.

The company currently has 22 locations in Germany and, since 2001, has established its retail concept VAN GRAAF on an international level with 17 stores in five European countries. The corporate group is based in Hamburg. As a powerful omnichannel retailer, the group of companies is successfully represented in Germany and Poland with its online shop VANGRAAF.COM, the online shop of Peek & Cloppenburg KG, Hamburg.

Media Contacts

Eva Bacsi, Global Head of Marketing
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