Artificial intelligence is currently transforming many industries and tasks through new technological possibilities, and the retail sector is no exception. Julia Antkowiak, Product Owner Mobile at the fashion and lifestyle company Breuninger, discusses the dynamic retail landscape, the importance of deep customer relationships, and the innovative approaches Breuninger is pursuing with its new loyalty program, “Beyond.” What are the advantages for customers, and what role does AI integration play?
“Beyond” offers “special access to the world of beautiful things.” How has “Beyond” changed the customer experience at Breuninger?
Julia Antkowiak: The retail landscape is super dynamic, with constantly new market players and rapidly changing trends. In this environment, it’s more important than ever to foster deep and long-lasting relationships and build a strong brand that not only earns trust but also offers special experiences. That’s exactly what we aimed to achieve with “Beyond by Breuninger”: an innovative, digital rewards world that stands out from traditional loyalty programs. Members don’t just collect points through shopping but also by using specific services in the Breuninger app and in our department stores. The more points they accumulate, the higher they rise through different levels, giving them access to new, limited offers and exclusive lifestyle events.
The program complements our existing “Breuninger Card,” which continues to be a popular payment method. With Beyond, we make cross-channel identification easier, allowing for top-notch customer interaction and advice while also simplifying point collection with mobile payments via the Breuninger app.
“Beyond by Breuninger” offers special benefits to both our loyal existing customers and new customers who shop with us for the first time. This creates an experience that takes customer loyalty and satisfaction to the next level.
How do you think customer centricity and its applications at Breuninger will evolve in the coming years?
Julia Antkowiak: The future of customer loyalty programs and customer centricity will be shaped primarily by the focus on unique experiences, location-independent, cross-platform digital access, and personalized customer engagement. In the age of smartphones, social media, and AI, customers expect the data they share daily to translate into extraordinary shopping experiences. Instead of scrolling through four pages of search results to find the perfect dress, they expect a proactive and personalized approach—like a digital lifestyle advisor—inviting them to explore and discover, while taking into account personal preferences, movement data, and purchase history.
How is artificial intelligence used in “Beyond”? How has customer loyalty and customer engagement changed with the implementation of AI?
Julia Antkowiak: AI offers numerous opportunities to improve customer loyalty and engagement overall. What can AI do in this context? Algorithms analyze the buying behavior and preferences of our customers, providing personalized product recommendations, for example. Personally, I see AI as a key success factor for a successful customer loyalty program. This applies not only to customer engagement or customer service but especially to personalization. Algorithms can analyze customer data and assign relevant benefits. AI can then create tailored offers and benefits, further demonstrating appreciation to customers and enhancing their shopping experience. Overall, I am convinced that AI will lead to a significant improvement in efficiency, personalization, and the quality of customer engagement in loyalty programs.
© Cover: Julia Antkowiak