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Deutschland-Card is a loyalty program owned by the Bertelsmann Group. It allows customers to collect points when shopping at participating retailers, which can then be redeemed for discounts or rewards. The program is newsworthy because Bertelsmann has announced it will be discontinued at the end of 2026. This decision follows the loss of Edeka, a major supermarket chain, as a partner. Bertelsmann believes the Deutschland-Card model is no longer viable without Edeka's participation. The discontinuation marks the end of a significant player in the German loyalty program landscape, impacting both consumers who used the card and the remaining partner businesses.