The HEMA Pas is free, earns you 1 point for every euro you spend, and gets new members 10% off their first purchase, which makes it one of the easiest discounts to pick up when you start shopping in the Netherlands. Whether you are furnishing a new apartment or just stocking up on stroopwafels, the points add up quickly enough to turn into free coffee, snacks, and vouchers.
What the HEMA Pas Is
HEMA is one of the first stores most new arrivals get to know, selling everything from household basics and towels to stroopwafels and the well known rookworst sausage. The HEMA Pas is the store's free customer loyalty program. Most people use the digital version inside the HEMA app, which also works with Apple Wallet or Google Wallet, so there is nothing extra to carry. A physical plastic card is also available if you prefer it, for a small fee of €0.50.
Earning and Spending Points
Every euro you spend earns 1 point, whether you shop in a HEMA store or online at hema.nl. Once your balance builds up, you can trade points in the app for rewards, starting from around 50 points for something like a free coffee or tea, with bigger rewards available as you save more. Keep an eye on your balance, since points you earn in a calendar year generally do not carry over indefinitely and tend to expire early in the following year, so it is worth redeeming them before they lapse.
The Welcome Discount
New members get 10% off their first purchase after registering, either online or in the app. If you are about to do a bigger shop, such as kitchenware or bedding for a new place, it is worth signing up first so the discount applies to the whole basket.
The Birthday Tompouce
Add your date of birth when you register and HEMA sends a voucher to your app around your birthday for a free tompouce, the pink iced Dutch pastry, or a hot drink instead if you prefer. It is a small gesture, but trying one on your birthday is a nice way to feel part of everyday life in the Netherlands.
Why It Is Worth Having as an Expat
Setting up a home from scratch usually means several trips to HEMA for towels, storage boxes, and kitchen basics, so points build up quickly during that first stretch of settling in. Everything lives in the app, so there are no paper vouchers to lose, and if you already stop by HEMA for a quick breakfast or coffee, those purchases earn points too.
How to Sign Up
Download the HEMA app from the App Store or Google Play, register with your email, and add your date of birth so the birthday perk works. Save the digital pass to your phone's wallet and scan it at checkout every time you shop, in store or online.
This kind of everyday saving pairs naturally with other early settling in topics on DesiBiz, such as Indian Grocery Stores and Finding Housing, and if you also shop online often, our guide to bol.com Select covers the online equivalent of these same small, steady savings.
References
- HEMA pas (HEMA)
- HEMA pas - klantenservice (HEMA)
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