Estonian customers have accumulated over one million euros of unused bonus money with Maxima, which must be used by the end of March to avoid losing it.
In 2025, Estonians achieved a significant milestone by collecting a record €6.2 million in bonus money through the Maxima Aitäh card program. This program incentivizes customers to shop and collect points that convert into bonus cash. However, as of mid-March, over €1.1 million remains in customers' accounts, which is set to expire at the end of the month if not used.
The accumulation of this bonus money reflects not only the popularity of the Maxima supermarket chain among Estonians but also highlights the importance of consumer loyalty programs in driving sales. These programs allow supermarkets to reward their customers, ensuring repeat business while also contributing to local economic dynamics. The large sum still available points to a need for better awareness among consumers about the expiration of these bonuses and how to redeem them effectively.
Moving forward, it will be crucial for Maxima to enhance its communication efforts to remind customers about the bonuses that are at risk of being lost. This strategy could reassure clientele and encourage spending at their stores, thus further solidifying their market position in Estonia. Simultaneously, this could serve as a reminder to other retailers about the potential benefits of such loyalty programs in generating customer engagement and retention.
