Nintendo's reward scheme - Club Nintendo - will be discontinued this year. The loyalty scheme, which was introduced back in 2002, will be gradually phased out over the coming months. The discontinuation schedule is as follows:

• April 1st 2015: From this date, Nintendo will no longer include product registration cards with its packaged games, so such products cannot be registered in Club Nintendo. You may still find product registration cards in games that were in stock before this date, however.
• April 20th 2015: Termination of the registration of digital products downloaded from Nintendo eShop. Digital products obtained from Nintendo eShop after this date will no longer appear in the My Registered Games & Systems page in Club Nintendo. In addition, surveys for download software titles will no longer be available.
• September 30th 2015: End of Club Nintendo programme. All Club Nintendo features, such as signing up as a new member, logging in as a registered member, earning Stars, and exchanging Stars for items from the Stars Catalogue will no longer be possible from this date.

Any stars not used up by 30th September will be lost, so be sure to use them up before then.

Nintendo has confirmed that it is working on a new programme to replace Club Nintendo, but there's not much to go on right now other than that the plan is to launch it 'later this year' and that you'll be able to download Flipnote Studio 3D for the 3DS for free during the new reward system's launch period.

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(source) - http://www.gamrreview.com/news/92343/club-nintendo-discontinuation-schedule-announced/

EDIT: Update!!! NA dates. Thanks, Superchunk.

"If we succeed in the redefinition of video game platforms that I speak of today, our account-based connections with consumers will become very clear. For example, until now it has been taken for granted that software is offered to users at the same price regardless of how many titles they purchase in a year, be it one, five or even ten titles. Based on our account system, if we can offer flexible price points to consumers who meet certain conditions, we can create a situation where these consumers can enjoy our software at cheaper price points when they purchase more. Here, we do not need to limit the condition to the number of software titles they purchase. Inviting friends to start playing a particular software title is also an example of a possible condition. If we can achieve such a sales mechanism, we can expect to increase the number of players per title, and the players will play our games with more friends. This can help maintain the high usage ratio of a platform. When one platform maintains a high active use ratio, the software titles which run on it have a higher potential to be noticed by many, which leads to more people playing with more titles. When we see our overall consumers, they generally play two or three titles per year. We aim to establish a new sales mechanism that will be beneficial to both consumers and software creators by encouraging our consumers to play more titles and increasing a platform’s active use ratio without largely increasing our consumers’ expenditures.
Nintendo aims to work on this brand-new sales mechanism in the medium term, but we would like to start experimenting with Wii U at an early stage." - Iwata

http://www.nintendo.co.jp/ir/en/library/events/140130/03.html

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If you ask me, whatever Iwata is describing here is what will be replacing Club Nintendo. He's clearly talking about this and how it relates to Nintendo's future Nintendo Network-based unified platform and they already said that they'd start with the Wii U. Basically, they're starting to make moves towards their next console NOW. VERY exciting!

Interesting... Hopefully the new version of Club Nintendo will be better than it is now. I've been generally pretty unimpressed by it. Maybe we'll start seeing stuff like Wii games for Wii U or more schwaag like free Amiibo's for loyalty. Maybe they're going to try and mimic Playstation Plus which is a great rewards program imo. Here's hoping they call it "Nintendo Power!" lmao

Now I have to spend all of my nintendo points. I hope someone makes something to substitute their products: i still want that box for ds-3ds cartridges, it was once in Europe and never again.

I hope they bring back the Hanafuda cards since I missed them the last time and I still have enough coins.

Thank god for that, the 2 account crap was sooo stupid, presumably the new system will just be tied to your Nintendo Network account and not require the current none user friendly setup.

Bravo Nintendo. Times are changing!!

not fussed they never had anything good to redeem. Hopefully the new program is better.

"If we succeed in the redefinition of video game platforms that I speak of today, our account-based connections with consumers will become very clear. For example, until now it has been taken for granted that software is offered to users at the same price regardless of how many titles they purchase in a year, be it one, five or even ten titles. Based on our account system, if we can offer flexible price points to consumers who meet certain conditions, we can create a situation where these consumers can enjoy our software at cheaper price points when they purchase more."
http://www.nintendo.co.jp/ir/en/library/events/140130/03.html

They already said they will shift to some NNID-based system. Not surprising.

Good news. Club Nintendo sucked, and if they start actually tying purchases to network accounts I can start buying digital games from them.

so that means kirby and mario party 10 will not be able to be registered then