PayBack listed in Germany's top ten brands
A December 2003 study by advertising agency Young & Rubicam identified the ten most popular brands in Germany, finding the PayBack loyalty card in good company with Aldi, Google, and eBay among the country's favourites.
At the same time, a separate study entitled "Bonus programmes in Germany", published by TNS-Emnid, declared the PayBack loyalty programme to be the 'best known', 'best liked', and 'most rewarding' programme for daily shopping.
Consumer awareness Some 72% of respondents to the TNS-Emnid survey said they are aware that they can collect points with PayBack. The Lufthansa airline frequent-flyer programme, Miles&More, and campaigns by Aral, scored 51%. Happy Digits, with a score of 38%, took fifth place behind the Ikea Card which came fourth with 40%.
"According to this study, PayBack is the most liked (35%) and most trusted (35%) of all German loyalty programmes. It's especially heartening for us that respondents also expect by far the greatest rewards in their daily shopping from PayBack", commented Alexander Rittweger, managing director for PayBack's operator, Loyalty Partner GmbH (Munich).
Real benefit More than one in three respondents (39%) expect the most benefits from the market leader. The study showed that PayBack has successfully developed into a programme delivering real benefits, and that it is one whose partner companies (such as real,-, OBI, Galeria Kaufhof, dm-drogerie markt, Apollo-Optik and WMF) are able to fulfil consumer needs. "As well as earning points for purchases, customers value the exclusive direct discounts that they receive from our partner companies", said Rittweger.
National rewards total In 2003, PayBack partners distributed approximately Euro 470 million worth of direct discounts (typically in the form of coupons) to programme members. Between the various coupons, promotions and sales campaigns, the average PayBack member saves between Euro 50 and 100 each year, and there are currently 17 million households collecting PayBack points through a total of 25 million cards.
Food retail stronghold The food retailer, real,-SB-Warenhaus GmbH, has been a sponsor since the programme's launch in March 2000. The company's figures show that PayBack members spend more than twice as much as non-PayBack customers. With as much as 61% of the retailer's sales in Germany (Euro 7.4 billion) registered to PayBack cards, the company has acquired more than one-third of the PayBack cards currently in circulation, making the retail food sector one of the programme's strongholds.
The TNS Emnid survey took place between December 8th and 17th, 2003, questioning 1,765 German-speaking consumers (aged 16+), of which 600 were familiar with several bonus programmes.