Digital Couponing Now Available in 90% of Pharmacies

A recent market report from the NGDA reveals that over 90% of public pharmacies in Germany are now equipped to offer digital couponing, a strategy aimed at enhancing customer loyalty. In 2024 alone, customers utilized electronic discounts to save more than EUR9 million.

Digital discount coupons have gained immense popularity among consumers, transcending sectors such as groceries and personal care. This innovative approach allows pharmaceutical companies to present targeted offers, while clearinghouses facilitate a smooth redemption process. Public pharmacies benefit from increased customer appeal by simplifying and securing the digital redemption process.

Since late 2021, the public pharmacy sector has been adopting this trend. Currently, nearly all local pharmacies have the technical capabilities to both offer and redeem digital coupons, as highlighted in the latest market analysis by the NGDA.

The report indicates that more than 90% of public pharmacies have implemented software solutions that support digital coupon interfaces. For pharmacies to participate, their software providers must integrate the ADAS couponing interface, which is made available as a module for pharmacy customers.

In December 2021, the NGDA introduced the Couponing Relay Server, laying the groundwork for a uniform connection across all pharmacies to clearing providers. Collaborating with ADAS software companies, a centralized interface was established, leading to a doubling of clearing providers to four. More software developers are now adopting this interface for their clients.

In total, over 2.2 million digital coupons were processed in local pharmacies throughout 2024, averaging more than 300 coupons redeemed per pharmacy. Customers saved approximately EUR9.1 million through these electronic discounts, with the average value of a redeemed coupon at EUR4.07.

By the end of 2024, the e-couponing module had been activated in 7,300 public pharmacies, making 42% of local pharmacies directly accessible for coupon campaigns from pharmaceutical companies. The trend of e-couponing in pharmacies gained momentum in 2024, with 120 to 130 new participants joining each month.