Notino, a leading European player in the beauty sector with a dominant e-commerce share (94%), is focusing on connecting online and offline customer experiences as part of its omnichannel strategy. In addition to an extensive network of e-shops, the company also operates physical stores in 8 countries and was looking for a solution to motivate customers to identify themselves across sales channels and positively impact customer retention. 

Key requirements for the new loyalty solution included easy integration into the existing ecosystem (Bloomreach CRM system, web e-shop, and mobile app), the ability to function fully offline, reliability, and stability.

PassMachine digital loyalty cards proved to be the ideal solution. They are fully integrated into Bloomreach CRM, which, thanks to the experience of Bloomreach consultants, meant a smooth and fast implementation. The cards work offline, which customers particularly appreciate in stores with weak signal or limited mobile data access. They are available as digital cards for storage in native Google and Apple Wallet wallets and also appeal to customers through the back of the card and personalized push notifications. 

The pilot project was launched in December 2024 in Slovakia, where Notino has 2 stores - in Bratislava and Košice. The campaign, which utilized targeted newsletters, organic promotion, and incentives in the form of gifts for purchases with card presentation, recorded nearly 2,000 downloads and loyalty card activations in the first month. Overall penetration in local areas reached 33% of customers from direct sales, with organic user growth continuing even after the paid campaign ended without further marketing investment. 

It turned out that customer conversion with a card is on average 5% higher than for customers without a card. The loyalty cards also opened up a new communication channel for store support, enabling effective promotion of beauty events and special offers exclusively for cardholders. 

Notino actively uses the front of the digital card as a carrier for the identifier (QR code with customer number) and a link to the mobile app, as well as the back of the card, which serves for information, current announcements, and notifications.

The QR code has gradually become a significant form of customer identification in physical stores, right after email. Customers particularly value the simplicity of this solution – they don't have to dictate anything complicated; identification is quick and convenient. For store employees, working with the card means time savings, easy code scanning, and minimizing errors that can occur with manual data entry.

Building on the success of the pilot solution, Notino launched the Notino Club loyalty program, which further boosted the use of digital cards among customers and attracted a broader group of regular users.

In the Czech Republic, the Notino Club was launched in September 2025. Since then, card usage has grown significantly. By the end of January 2026, the number of active card users increased by over 200%, and the total number of downloaded cards in the Czech Republic reached 9,665.

A similar trend followed after the launch of Notino Club in Hungary and Slovakia, where the loyalty program was launched in mid-November. In Hungary, the number of active card users increased by over 2,000, and in Slovakia, where the proportion of cards among customers was already high, by another 2,500.

All these increases are happening organically, without the use of a separate marketing campaign focused on promoting digital cards.

Across all countries, continuous organic growth in the use of digital cards can be observed. In practice, they have proven to be an effective identification tool, a communication channel, and a functional link between the online and offline worlds that supports customer loyalty and naturally fits into Notino's omnichannel strategy.