OLYMP LAUNCHES LOYALTY PROGRAM ACROSS EIGHT EUROPEAN MARKETS

PERLA --German shirt and menswear company Olymp Bezner KG has introduced a loyalty program that links purchases in its own stores and its online shop. The scheme, called Olymp Insider, went live on September 28, 2026 in Germany, Austria, Switzerland, Belgium, the Netherlands, Luxembourg, France and Italy.

Membership is free and requires a personal customer account. Purchases made in an Olymp brand store or on olymp.com earn two kinds of points: bonus points, which determine the size of an annual loyalty bonus, and status points, which place members in one of three tiers, Insider, Silver or Gold.

Each tier adds further benefits. According to the company, these include a one-off welcome bonus, early access to selected promotions, surprise gifts and invitations to exclusive events.

Response to AI-driven shopping
Olymp presents the program as a way to hold on to direct customer relationships as more of the purchasing process becomes automated. "Particularly in times when AI agents are increasingly taking over individual steps of the purchasing process independently, and customer relationships are becoming ever more anonymous as a result, personal connection, direct engagement and trust in a reliable brand are becoming increasingly important," said Peter Hoever, managing director for sales at Olymp.

Hoever added that the company expects the program to raise individual customer value, satisfaction and repeat purchases.

In a later phase, members will be able to share their interests and preferences voluntarily. In return, Olymp plans to offer content, services and benefits matched to those preferences, allowing more personalized communication.

Built on Salesforce
The program runs on the Loyalty Cloud of San Francisco-based CRM provider Salesforce. It was designed and implemented by DIA Digital Consulting, a Salesforce integration and customer experience consultancy based in Wetzlar, Germany.

The system connects in-store and digital customer data with the points and tier structure. It extends Olymp's existing customer relationship management setup, which already uses the Salesforce Service Cloud and Marketing Cloud.