In Practise
Aral
The market leader on the German service station market only joined the PAYBACK multi-partner programme in 2006, but already every second customer is collecting points, and Aral has been able to improve its market position in an extremely hard-fought market. The company has two main aims. First, it wants to improve customer loyalty and win new customers through the PAYBACK partner structure and the monetary added value provided by rewards. And second, customers buying fuel are to be introduced to the shopping area and vice versa. The company also hopes to encourage customers to buy higher-quality products, such as premium fuels.
[PDF download of the detailed case study]
dm-drogerie markt GmbH & Ko. KG
dm has been a PAYBACK partner since October 2000. The company opted to join the multi-partner programme to offer its customers maximum benefits and cut down on the immense costs of a stand-alone programme. Just three months after the introduction of the card, dm had issued 1.8 million PAYBACK cards to its customers. After three years, households with a PAYBACK card have increased their expenditure at dm by 25 percent. 60 percent of sales are generated by the PAYBACK card, 80 percent by regular customers.
[PDF download of the detailed case study]
Kaufhof Warenhaus AG
Kaufhof was one of the founding members of the PAYBACK multi-partner programme. This gave the company access to basic information on its customers, driving its development from a shopping-focused to a customer-oriented store. Kaufhof thus has a clear competitive advantage in terms of product differentiation and discounts. This is a crucial success factor in securing market shares in times of cut-throat price wars.
[PDF download of the detailed case study]
