Successful first year for PAYBACK Poland
6.5 million active cards on the market already – 28 percent household penetration in the major cities
Warsaw, Munich – Consumers in Poland are becoming big fans of PAYBACK. One year after the launch, Europe's largest loyalty programme is developing into a firm favourite among Polish consumers. With 6.5 million cards now in circulation, Polish cardholders are collecting points from retail, service and online partners, with household penetration in the major cities reaching 28 percent. “Germany and Poland are the engines of economic growth in Europe. That is why we have ambitious targets and high expectations for Poland, too,” says Kai Klippel, Managing Director Internationalisation at PAYBACK. Klippel wants to achieve a total of some ten million active cards before the end of the year and gain additional new partners. In September 2009, Poland became the first foreign market in PAYBACK's internationalisation strategy, with India following in June 2010 when the company acquired a majority holding in India's largest loyalty programme, “i-mint”.
Over the past few months, the range of opportunities for customers to collect points has been expanded even further as several new partners join PAYBACK. The ten largest partner companies that have been with PAYBACK in Poland from the start have been joined by three popular and fast-growing brands - pharmacy chain Apteka1, the Danish furniture house JYSK and the TV and online service provider Mango Media. Together with partners such as BP, Polish Telecom, Orange, real,-, the auction house Allegro, Bank Zachodni WBK and forty online partners, the portfolio offers consumers a diverse range of opportunities for collecting points. As part of a comprehensive, integrated communications campaign to mark the first anniversary of PAYBACK Poland, the first five-fold points week is underway.
In addition to the classic points card, customers in Poland can also opt for a free PAYBACK card with payment functions. PAYBACK Polska, based in Warsaw, is operated by Loyalty Partner Polska, a wholly owned subsidiary of PAYBACK GmbH (Munich).