Dialogue is old hat – the focus is now on “Trialogue” at PAYBACK
- Multichannel marketing platform offers ideal combination of online, offline and mobile channels
- Far-reaching coverage combined with personalisation
- Successful PAYBACK model in Germany, Poland, India – and now also Mexico
Cologne, Munich – The PAYBACK multichannel marketing platform has significantly expanded and will be presenting its new services at dmexco 2012 in Cologne under the motto “PAYBACK. The Trialogue Company”.
“We communicate synchronously via all channels – offline, online and on the move – and, in doing so, provide the optimum combination of coverage and personalisation. This allows advertisers to run integrated campaigns via all available channels. They can get their message across to customers at the right time and the right place and, as a result, maximise their ROI,” says PAYBACK Managing Director Dominik Dommick.
PAYBACK has a wider coverage than almost any other company in Germany. Over 20 million consumers actively use the programme and its offers. The consumer expenditure of these customers is up to 27 percent higher than that of non-PAYBACK members.
Some 36,000 partner-company PoS, around 150 million postal mailings and 350 million e-mail newsletters distributed every year are digitally supported by the online sales platform payback.de featuring over 500 online shops, the Deals platform and an extremely successful app which has already been downloaded 800,000 times. In 2011, PAYBACK customers in Germany alone benefited from over one billion personalised printed coupons and 2.4 billion digital coupons.
In terms of social media, PAYBACK is among the top 15 German companies on Facebook, with over 550,000 fans. Here, too, companies can place offers – for example, through gamification in the new “PAYBACK Likes Lounge” – and give customers additional opportunities to collect points.
The programme's multichannel marketing services are available to both partner companies and the entire advertising industry, including its media agencies. It also conducts market research via an online panel with more than 130,000 active participants. Companies can take advantage of this panel to ask PAYBACK customers about products and their opinions.
“Our strength is personalised communication via all channels. From Facebook to PoS – performance-based campaigns are part and parcel of contemporary and integrated multichannel communication. However, this requires targeted customer dialogue and measurability via all channels – and that’s an area where PAYBACK is already well ahead of the rest of the industry,” says Dommick.