Rossmann Celebrates 16 Years With a 61-Prize Draw, and Why Loyalty Cards Still Work

Let’s say it is the first Saturday of October and you are in the queue at a Rossmann store. Your basket comes to just under TL 500, so instead of putting a shampoo back, you add one more. The threshold gives the shopper a reason to pick up the next item. Average basket size climbs through exactly these small decisions.

An anniversary belongs to the brand’s own calendar, and no rival shares the date. On sale days everyone shouts at once, but the 16th year is Rossmann’s voice alone.

The top prize in the story is a fully electric MINI Countryman worth TL 3,844,600. A car gets talked about and shared, and because it has nothing to do with cosmetics, it grabs attention. The real work, though, is done by the 50 gift vouchers, because they bring winners back into the store.

Shampoo, toothpaste and skincare get bought again every few weeks. Each time, the shopper might head for the nearest or cheapest shelf. Card points or a draw entry add a small but steady weight to that decision.

According to AYD, Türkiye’s Shopping Centers and Investors Association, health and personal care turnover in malls rose 35% in the first eight months of 2026. Over the same period, overall mall turnover rose 30% and average inflation was 31.68%. The category is one of the few staying above inflation. In a growing category, the brand that locks in loyalty early holds its share.

Yes, to a large extent. To enter, the card has to be scanned at the till, which records who bought which product, on which day and for how much. A month later the prizes are gone, but that customer map stays with the company.

Card data is used to build lookalike audiences for ads and to send reminders to customers who have not come back. That requires explicit consent and compliance with personal data protection rules. Data collected without consent becomes a burden once the campaign ends.

How a customer pays is also part of the loyalty picture. We look separately at how use of corporate cards such as meal cards is changing in the Multinet Up meal card survey. When payment and loyalty cards meet at the same till, a business sees the customer more completely.

Entrants in Rossmann’s campaign must be 18 or over, and MPİ states that under-18s may not take part in prize draws. Stage 1 and 2 infant formula and tobacco products are also excluded. When you set up your own draw, write down from the start which products and which people are left out.

Instead of a draw, it can set up a points or stamp card that gives every customer a clear reward. Giving a free product after a set number of purchases, for example, involves no element of chance, so it is a simpler route. Keep the terms written and visible.

Start at the till by collecting phone numbers along with consent. Noting what was bought each time lets you send a repurchase reminder a few weeks later. Prepare the consent text in line with personal data protection rules.

A trial size of a product the customer already buys often, or a small discount on the next visit. The reward should bring the customer back. It does not have to make them dream of a car. Service rewards such as a personal skincare consultation also create a difference the chains cannot easily copy.

The card’s name, design and message should carry the same voice as the shop. We build loyalty programmes that connect to a brand’s identity and tone with businesses in our brand consultancy work. One principle holds: customers come back not for the prize, but because they feel remembered.

Draws with non-cash prizes go through Milli Piyango İdaresi’s permit process. Check the application requirements and timeline directly on MPİ’s official website.

It does not have to be. A paper stamp card or a simple points system based on phone numbers is a good enough start.

Competing on price wears a small shop down. Putting forward personal advice, fast service and your own loyalty scheme is a more sustainable route.