Rema 1000 Replaces Cash Bonuses With Spenn Loyalty Points

Rema 1000 is replacing its traditional cash-back bonus system with “Spenn,” a cross-brand points currency shared with Norwegian, Strawberry, and Uno-X. According to reporting by Nettavisen, this shift allows customers to earn and spend rewards across diverse services—from groceries to flights—though a single “Spenn” is typically worth only 10 øre at Rema 1000 stores.

Why is Rema 1000 moving from kroner to “Spenn”?

The shift is a strategic move toward “ecosystem loyalty.” Instead of a closed loop where you earn money to spend only on milk and bread, Rema 1000 is integrating its customers into a broader network. Pia Mellbye, the sales and marketing director at Rema 1000, told Nettavisen that customers want bonus schemes that work across the various brands they use daily.

By linking the Rema app to Spenn, a user can theoretically earn points on their weekly groceries and use them to discount a flight with Norwegian or a hotel stay at a Strawberry property. It’s an attempt to make the brand a part of the customer’s entire lifestyle, not just their grocery run.

Pro Tip: If you’re transitioning to the new system, check the specific conversion rate for the service you use most. Since the value of a “Spenn” can vary between partners, your points might have more purchasing power in one app than another.

Spenn vs. Trumf: The battle of loyalty models

The grocery market is now a testing ground for two very different psychological approaches to rewards. On one side, you have Kiwi and the Trumf system. Trumf keeps it simple: you earn kroner, and you spend kroner. It’s transparent and predictable.

Rema 1000 is taking a riskier path. By introducing a points-based system where one unit does not equal one krone, they are moving away from their long-standing slogan, “the simple is often the best.” Nettavisen notes that a Spenn is usually worth 10 øre at Rema 1000, though this can increase during special campaigns.

This creates a “value gap.” While Trumf offers stability, Spenn offers flexibility. The question for the consumer is whether the ability to use grocery points for a hotel stay outweighs the confusion of a fluctuating currency value.

The rise of the “Super-App” and cross-industry rewards

Rema 1000’s move reflects a global trend toward the “Super-App” model, similar to WeChat in China or Grab in Southeast Asia. The goal is to keep the user inside a single digital ecosystem for as many needs as possible.

When your grocery store, your gas station (Uno-X), and your airline (Norwegian) all share the same currency, the cost of switching to a competitor becomes higher. If you leave Rema 1000, you aren’t just losing a grocery discount; you’re losing a piece of your travel fund. This is a classic “lock-in” strategy designed to increase customer lifetime value.

Did you know? Rema 1000 has undergone several loyalty overhauls recently. They previously cut the “10 on 10” discount and shifted from the “Æ” app to the current Rema app, moving away from direct discounts toward bonus-based rewards.

Will points-based systems alienate budget shoppers?

There’s a potential downside to this complexity. Recent InFact polls cited by Nettavisen show that Rema 1000 has struggled in popularity and perceived affordability compared to Kiwi. For a customer struggling with inflation, “points” can feel like a psychological trick to hide the actual value of a discount.

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If the conversion rate remains opaque or fluctuates too often, the brand risks alienating the very “low-price” demographic it targets. The success of Spenn depends on whether the convenience of the ecosystem outweighs the frustration of doing math at the checkout counter.

Future Trends in Loyalty: What to expect next

Dynamic Valuation: We will likely see “Spenn” values change in real-time based on demand or time of day to drive traffic to stores during slow hours.
Hyper-Personalization: Using the combined data from flights, hotels, and groceries, these ecosystems can predict life events (like a vacation) and offer targeted grocery coupons for “travel snacks.”
Tokenization: The shift from kroner to points is a stepping stone toward digital tokens that could eventually be traded or used in third-party marketplaces.

Frequently Asked Questions

Is one Spenn equal to one krone?
No. According to Nettavisen, a Spenn is typically worth 10 øre at Rema 1000, though the value can vary depending on where it is earned and spent.

Can I still use the Rema app without Spenn?
While there is a transition period, Rema 1000 has confirmed that customers must eventually connect to Spenn to avoid missing out on bonuses.

Where else can I use Spenn?
Spenn is a Nordic program owned by Norwegian, Strawberry, and Reitan Retail. It can be used at Norwegian airlines, Strawberry hotels, Narvesen, 7-Eleven, and Uno-X.

What do you think about the shift from cash to points? Does the flexibility of a travel-grocery ecosystem make up for the loss of simple cash-back? Let us know in the comments below or subscribe to our newsletter for more insights into retail trends.

Explore more about loyalty program psychology or read our analysis on the evolution of Nordic retail.