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.
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
What is Antavo?
Antavo is the AI loyalty and incentives platform that brings together loyalty, promotions, and agentic AI to turn customers into regulars: the customers who come back on their own, buy more often, and bring others with them. For more than a decade, Antavo has powered identity-led loyalty strategies for brands including SKIMS, Paul Smith, KFC, Flying Tiger, and Hyatt’s Inclusive Collection. Marketers build, change, and launch programs and promotions themselves, without waiting on engineering. Learn more at antavo.com.
*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
Antavo
Eva Bacsi, Global Head of Marketing
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Frequently asked questions about Antavo
What can brands build with Antavo?
Brands use Antavo to run the whole loyalty and incentives program on one platform: points, tiers, challenges, streaks, referrals, clubs, and rewards beyond discounts; promotions and incentives for members and non-members alike, from bonus points and promo codes to bundles and cart-level offers; and agentic AI built in. Everything runs online, in store, on mobile, and in wallet, and marketers launch it themselves.
Who uses Antavo?
Antavo works with mid-market and upper-mid-market brands across fashion, retail, beauty, travel, hospitality, restaurants, and sports in North America and Europe: multi-market, omnichannel brands with a strong identity and customers worth keeping, including Paul Smith, KFC, SKIMS, Rip Curl, Benefit Cosmetics, and Hyatt's Inclusive Collection.
How long has Antavo been around?
Antavo was founded in 2012 and has been building loyalty programs for more than a decade, with teams across Europe and North America serving brands worldwide.
Why do brands switch to Antavo?
Most loyalty programs get stuck: reduced to a discount engine, generic to customers, or too rigid to evolve. Antavo removes those compromises. Brands get a program that feels unmistakably their own, loyalty and incentives on one platform, and the depth to handle tiers, expirations, refunds, and many markets at scale. Their own marketers run it: a tier change in an afternoon, live when they press the button.
How does Antavo use AI?
Antavo's agentic AI is built in, not bolted on. Two named agents do the work: the AI Loyalty Expert, which turns your ideas into a build-ready program, and the AI Analyst, which turns your data into clear answers and reports. Both work inside Antavo or connect to Claude and ChatGPT, and every answer is grounded in your own program and data.
What does Antavo integrate with?
Antavo is API-first with real-time webhooks and deep pre-built integrations, from Shopify, Klaviyo, Braze, and Bloomreach to the CRMs, CDPs, ESPs, and POS systems you already use. Antavo plugs into the stack you already run rather than replacing it.
