How Woongelofelijk Van Donzel Built a Loyalty Program
A furniture store and restaurant using a digital loyalty platform with coupons that transform into loyalty cards via Apple and Google Wallet
The Challenge
Woongelofelijk Van Donzel is a large furniture store with an on-site restaurant in Uden, Netherlands. With over 12,000 m² of showroom space, 32 sales representatives, and a restaurant called ROOST, they needed a digital loyalty program that could work across multiple touchpoints.
Before Passtastic, they had no structured way to:
- Track which sales representatives were giving out promotions
- Measure whether promotions led to repeat visits
- See how customers moved between the store and restaurant
- Understand if loyalty efforts reduced the need for manual discounts
They wanted a system that could connect coupon distribution by their sales team to actual customer visits — and eventually tie it back to sales data.
We can track recurring visitors now — which is really cool to see that it's actually working.
Why They Chose Passtastic
Van Donzel needed a loyalty platform that worked with coupons and points — not just one or the other. Their on-site restaurant ROOST is deliberately used as a sales and retention tool: sales reps hand out coupon cards during customer conversations, inviting them to enjoy a meal at ROOST. When a customer redeems the coupon, their card automatically transforms into a loyalty card where they start collecting points.
Each of the 32 sales reps carries their own unique scan cards — white cards for a complimentary lunch and black cards for a complimentary drink. Because each card is linked to a specific employee, Van Donzel can track which reps are using the tool and how it connects to customer engagement.
Passtastic stood out because it:
- Works with Apple Wallet and Google Wallet
- Supports coupons that transform into loyalty cards automatically
- Allows bonus coupons for existing loyalty card holders
- Doesn't require customers to download a separate app
- Lets them track coupon distribution and redemption per sales representative
The team rebranded the Passtastic system as their own Woongelofelijke FanPas ("Fan Card"), with the slogan "Fans verdienen meer" — "Fans deserve more."
You guys ticked all of the boxes that we needed.
How It Works in Practice
The coupon is positioned as a personal invitation, not a discount. During a sales conversation — for example, when a customer is browsing or close to making a decision — the salesperson might say: "Take your time to think it over and enjoy a complimentary lunch at ROOST."
Coupon-to-loyalty flow
- The salesperson hands the customer a white or black scan card
- The customer scans the QR code and adds the coupon to Apple Wallet or Google Wallet
- When the customer visits ROOST, staff scan the coupon to redeem it (one-time use)
- The coupon automatically transforms into a loyalty card
- From that point, customers collect points for purchases — both at the restaurant and in the store
Joining at the Checkout
QR scan codes are also placed at the cashier desks in both the store and ROOST. Customers who don't have a coupon can scan the QR code and start their digital loyalty card directly.
For customers who already have a loyalty card, Van Donzel uses bonus coupons — additional rewards that are layered on top of their existing card.
There's no app to download, no physical card to carry — just digital loyalty cards in their wallet. Once the customer is in the system, they start collecting points immediately.
A lot of people are coming back now, or they first have the furniture delivered, and they come to the restaurant, so we can track that now.
What Changed After Switching to Passtastic
After launching with Passtastic, the team started seeing clear results:
- They can now track recurring visitors and see customers coming back after furniture delivery to visit the restaurant
- The coupon-to-loyalty flow means customers are already in the system from the first interaction
- The conversation shifts away from price — the coupon adds tangible value without lowering product margins
- Because each card is linked to a specific salesperson, they can track how often the tool is used and whether it improves conversion
- They can track how many cards are active and how engagement is growing over time
Customers are coming back more often than they used to before.
Scanning Setup & Day-to-Day Use
Van Donzel scans cards at two locations: the ROOST restaurant and the store checkout. At the store cashier, the scanner runs on a desktop computer using an Android Emulator with a webcam — a setup that allows smooth scanning without a handheld device. In the restaurant, they use a tablet, which works better for the lighting conditions there.
Point Structure
Customers collect points through purchases at both the store and the restaurant:
- Every €5 spent = 10 points
- Points are automatically added after scanning the loyalty card at checkout
Collected points can be redeemed for:
- 100 points — free drink or coffee at ROOST
- 200 points — free drink/coffee + pastry at ROOST
- 400 points — €20 gift card for Woongelofelijk Van Donzel
- 600 points — free dish at ROOST
- 1500 points — shared lunch for 2 at ROOST
- 2000 points — €100 gift card for Woongelofelijk Van Donzel
- 5000 points — ROOST masterclass for 2
The automatic conversion works really well and makes things easier for the checkout staff: they only enter the receipt amount, and the system automatically assigns the correct number of points.
Postal Cards — After-Sales Retention
When furniture is delivered, customers receive a physical postal card worth €12.50, redeemable at ROOST. Each card contains a unique validation code and can be used once.
The purpose is to bring customers back after their purchase — turning a completed sale into an ongoing relationship. It creates an additional touchpoint after delivery and keeps both the store and restaurant connected to the customer.
Staff Adoption & Training
With 32 sales representatives, rolling out a new system required training. The team ran sessions at launch to get staff familiar with the cards — how they work, how to explain them to customers, and how to handle the coupon-to-loyalty flow.
Once staff saw the data — customers coming back, engagement growing — adoption across the team followed.
Customer Feedback
For customers already familiar with Apple Wallet or Google Wallet, the experience is smooth. No physical card to carry, no app to install — just a card in their wallet.
It's really easy — especially for people who are already using a wallet. They think, oh, that's great. It's really convenient. I don't have to carry a physical card anymore.
On Android, some users may need to log into Google Wallet if they've signed out or removed the app — a one-time setup step. On iPhone, Apple Wallet comes pre-installed, so the process is instant.
Who This Is For
Passtastic works especially well for:
If you're looking for loyalty for retail that combines coupons and loyalty cards, and you want to track how promotions connect to repeat visits, this is the setup Van Donzel runs day to day.
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