Payback promotion celebrates 10th birthday

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By: Wise Marketer Staff |

Posted on August 9, 2010

Payback promotion celebrates 10th birthday

In Germany, the Payback coalition loyalty scheme is celebrating its tenth birthday, with the card being the third most popular customer card in German wallets today.

According to Payback, the card is used some 1.5 million times each day at the cash desks of the programme's various merchant partners, and programme members have earned points worth Euro 1.2 billion since the programme was launched in 2000.

Burkhard Grassmann, spokesman for the Payback management team, confirmed that "93% of the points collected are later redeemed by members, which indicates how relevant and popular the programme has become with consumers."

Following the programme's initial growth years, it has added a range of new partners and services (such as the recent iPhone app), and there are now approximately 10,000 outlets operated by 26 merchant partners, along with 300 online providers, serving the programme's 19+ million active users.

Recent figures show that 83% of Germans are familiar with the Payback brand, and that the card is now tied to sales worth some Euro 14.5 billion each year.

Since September 2009, Payback has also been extending its presence outside Germany. Following a successful launch in Poland, where 6 million customers are already collecting points, the company has also recently established a presence in the growth market of India through its acquisition of a majority share in the country's popular I-Mint loyalty programme.

Payback is celebrating its first ten years in Germany with an anniversary promotion until 11th September 2010, during which customers will not only be given coupons offering ten times the normal number of points but will they also be able to take part in a competition.

The competition prizes include one of ten truckloads of items including cars, shopping vouchers for Galeria Kaufhof (each worth Euro 10,000), laptops and various cash vouchers. Members are automatically entered into the competition every time they use their Payback card during the promotional period.

Other opportunities to collect extra points are also available in partner stores, online, and via the Payback reward shop.

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