Super Kartica

What Super Kartica does

Super Kartica d.o.o. Beograd is a privately held Serbian loyalty program operator founded in 2013 and headquartered in Belgrade (Zemun). The company runs a free consumer membership program under which Serbian shoppers accumulate points — at a rate of 3-4 points per 199 RSD spent, with 1 point equal to 1 Serbian Dinar at redemption — when scanning their card or app at three major domestic grocery retailers: Idea (350+ neighborhood stores), Roda, and Mercator. Membership is acquired primarily through a self-service mobile application on iOS and Android, with paper enrollment forms at partner stores as a secondary channel.

The core technology stack is a mobile loyalty platform featuring QR/barcode scanning for in-store point accumulation, a digital card system, and a CRM database that captures receipt-level purchasing behavior. Distinctive product features include the progressive SUPER Bodovi reward (up to 1,000 bonus points per month with end-of-following-month expiry), in-app Challenges (Izazovi), multi-card point aggregation across linked accounts, a coupon activation system, and the Super Klubić children's sub-program for families with children aged 0-7. The platform extends into payments via a co-branded Mastercard credit Super Kartica issued by AikBank, which adds 0.5% cashback on non-partner purchases, interest-free installments of 2-12 months at partner merchants, and revolving credit, and into e-commerce via an integration with Shoppster (800,000+ products, 4,500+ brands).

Super Kartica's revenue model is anchored on transaction-based fees from the three retail partners and a revenue share from the AikBank co-branded card. Distribution is multi-channel: mobile app (self-service, PLG), physical partner stores, AikBank branches for the credit card, and Shoppster online. The company is led by two directors, Jovan Milošev and Ognjen Milas, employs 11-50 people, and is GDPR/Serbian data-protection compliant under DPO Aleksandar Ugljevarević. Promotional partnerships with brand owners — notably Coca-Cola HBC Srbija (Schweppes) and Chipsy/PepsiCo — fund gamified in-app campaigns that drive purchase frequency within the partner retail footprint.

Name

Super Kartica

Legal name

Super Kartica društvo sa ograničenom odgovornošću

Website

https://superkartica.rs

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Super Kartica d.o.o. is a Serbian loyalty program operator offering a free mobile app and card-based point system at Idea, Roda, and Mercator retail chains, plus a co-branded Mastercard credit card issued by AikBank and e-commerce integration with Shoppster.

Ownership category

akta.pro rank

Product category

Consumer Loyalty Program

akta.pro primary industry

Private-Label & Store Card Schemes (FSAMAAAE)

akta.pro secondary industries

Multi-Merchant / Shopping Mall Gift Cards (FSAMANAC), General Purpose Credit Cards (FSAKABAA), BNPL Card / Virtual Card Programs (FSAKACAC)

Keywords

• Consumer loyalty program
• Retail rewards platform
• Mobile loyalty app
• Co-branded credit card
• Points and rewards

Headquarters

HQ city

Belgrade

Offices2 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

Technology or R&D, Marketing or Sales, Personnel, Operations

Revenue model

1. Transaction-based fees from partners: Super Kartica generates revenue through transaction fees paid by retail partners (Idea, Roda, Mercator) based on customer purchases processed through the loyalty program. The company tracks purchases, manages point accumulation and redemption, and receives compensation from partners for driving customer traffic and sales.
2. Co-branded card revenue share: Revenue sharing with AikBank from the Mastercard credit card co-branded product. Points earned through credit card spending contribute to loyalty program engagement while generating partnership revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Super Kartica operates a multi-retailer consumer loyalty program in Serbia. Members register free via a mobile app or paper form and earn regular points (3-4 points per 199 RSD) plus progressive SUPER points (up to 1,000 per month) by scanning their digital card at partner retailers Idea, Roda, and Mercator. Points are redeemable for instant bill discounts (1 point = 1 RSD). The offering extends to a co-branded Mastercard credit card issued by AikBank and a children's sub-club (Super Klubić).

Product overview

Super Kartica is a Serbian loyalty program platform comprising a core loyalty card/mobile application and associated financial and promotional products. The main offering includes the Super Kartica loyalty program with SUPER points and regular points, the digital mobile application (iOS/Android), the Mastercard credit Super Kartica (issued by AikBank), and the Super Klubić children's club. The platform integrates with e-commerce partner Shoppster and runs periodic promotional campaigns. Users earn points by shopping at partner retailers (Idea, Roda, Mercator) and can redeem points for instant discounts at checkout.

Differentiator

Problem solved

Functional benefit

Brands

• Super Klubić: Children's loyalty club for parents with children aged 0-7 years, part of the Super Kartica loyalty program.

Products and services

• Super Kartica Loyalty Program

Quantifiable outcome

• Up to 1,000 SUPER points earned monthly (1,000 RSD value)
• +3 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability2 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered secondary, minor and core.

• Coca-Cola HBC Srbija d.o.o. ZemunsecondaryGTM or Marketing Partner · 26 June 2026Promotional campaign organizer for Schweppes products. Coca-Cola HBC sponsors gamified in-app promotions where users earn prizes based on Schweppes purchases (minimum 700 RSD/week). Weekly prizes include Netflix vouchers, clothing, home goods; grand prize is Samsung soundbar.
• Chipsy (Brand/PepsiCo)minorGTM or Marketing Partner · 22 June 2026Promotional partner for Chipsy snack products. Campaign runs June 22 - July 19, 2026. Users purchase Chipsy products (min. 500 RSD), play in-app games (Taste Game, Golomania), and compete on leaderboards for prizes including World Cup balls and FIFA Adidas shirts.
• Idea (Mercator-S)coreChannel Partner/ Reseller/ DistributorMajor retail partner with 350+ neighborhood stores across Serbia. Idea customers earn 3 points per 199 RSD spent (2 from Idea, 1 from AikBank). Points can be redeemed for bill discounts at all Idea locations. Super Kartica digital and physical cards are accepted at checkout.
• RodacoreChannel Partner/ Reseller/ DistributorHypermarket chain partner with locations in Belgrade and Novi Sad. Roda customers earn 4 points per 199 RSD spent (2 from Roda, 2 from AikBank). Partner stores also accept point redemption for bill discounts. Glovo delivery integration available for Mercator/Roda orders.
• Mercator HipermarketcoreChannel Partner/ Reseller/ DistributorFlagship hypermarket partner offering enhanced point earning rates (4 points per 199 RSD). Mercator locations in Belgrade and Novi Sad provide comprehensive redemption options for Super Kartica members. Catalog and promotional materials available at partner stores.
• ShoppstersecondaryGTM or Marketing PartnerOnline e-commerce platform with 800,000+ products and 4,500+ brands. Super Kartica members access promotional codes for additional savings on shoppster.rs. Benefits include free locker delivery, payment installments, daily deals, and Smart Saturday promotions.
• DDOR InsuranceminorGTM or Marketing PartnerInsurance partner allowing point earning on DDOR insurance products. Points earned through DDOR transactions can be redeemed at partner stores alongside regular purchase points.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Edenred: Publicly listed operator of prepaid corporate benefits, gift and loyalty solutions across 45+ countries. Comparable multi-merchant voucher/loyalty infrastructure, and a likely acquirer or partner profile for Super Kartica if the model were extended.
• Blackhawk Network: Global branded payments and gift card network with retailer, brand, and financial-institution partnerships. Comparable in distributing multi-merchant stored-value instruments and managing partner-funded promotions.
• LoyaltyOne (Loblaw Companies): Operates large-scale multi-merchant loyalty programs (PC Optimum in Canada, former AIR MILES). A meaningful comparable for the multi-retailer data-and-points architecture Super Kartica operates, though at vastly larger scale.
• Pluxee: Global benefits and engagement solutions provider (spun from Sodexo). Comparable in operating multi-merchant reward ecosystems with a payments-adjacent angle (meal/voucher cards) and brand-funded campaigns — a broader incumbent version of Super Kartica's model.

Emerging players

• Catalina Marketing: Buyer-intelligence and personalized digital media company leveraging point-of-sale and loyalty data for CPG brands. Comparable in monetizing retailer-shopper data for brand-funded campaigns — the same angle Super Kartica could pursue with its receipt analytics.

Direct peers

• m:start (m:tel, Telekom Srbija): Loyalty club tied to Telekom Srbija / m:tel, offering partner-discount and points mechanics to telecom subscribers. A direct in-country competitor using a different anchor (telco) to drive multi-merchant engagement.
• A1 Srbija (A1 Loyalty): Serbian mobile operator with a points/rewards program layered on top of its telecom customer base. Competes for the same consumer mindshare in Serbia with retailer and brand sponsor integrations.
• Payback: Germany-headquartered multi-merchant loyalty program operating across grocers, drugstores and fuel. Highly comparable to Super Kartica as both run a points-aggregating card scheme that bridges multiple retail partners and brand sponsors.
• MultiPlus (Serbia/Telenor/Yettel): Telco-run points program historically active in Serbia (under the Yettel/MTS family of brands) that aggregates points across merchants. The closest direct in-country competitor, offering a similar multi-merchant earn-and-burn model to Serbian consumers.

Regional players

• Highway (Romania): Romania-based multi-merchant loyalty and cashback program covering fuel, retail, and online merchants. Comparable regional peer in an adjacent Balkan market, validating that the multi-merchant loyalty model is replicable across CEE.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/SuperKartica
• Facebookfacebook.com/superkartica2013
• LinkedInlinkedin.com/company/superkartica
• Instagraminstagram.com/superkartica

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Super Kartica