Cologne, Munich, 21 September 2011 – Thanks to its personalised nature, Payback has been a particularly effective and efficient form of customer marketing for over ten years, especially in the retail sector. With this expertise, the company has moved into digital marketing over the past few months to huge success. It is now due to make its debut at dmexco 2011 in Cologne where, as the European market leader in the couponing sector, it will showcase its services across all three relevant channels: offline, online and mobile. “For the first time, advertisers will have the opportunity to run precisely targeted and tailored integrated campaigns across all available channels. In addition, transparent success monitoring guarantees the best possible ROI. Retailers and consumer goods manufacturers who are committed to the needs of their customers wish to communicate with them at exactly the right time and place rather than bombard them with advertising spam. The Payback multi-channel platform offers them the perfect solution for this”, says Thomas Heise, the company’s Head of Online Sales, Payback Media and Financial Services.
Heise stresses that, while other marketing and couponing providers are only just starting to register customers and learn their needs, Payback began this process a long time ago. In over ten years, as he points out, the company has built up an immensely strong foundation through its retail partners, and has now ideally positioned itself as a multi-channel platform using the digital and mobile channels. Some 50% of all German households have a Payback card. The consumer expenditure of these households is up to 27% higher than households without Payback cards. In other words, Payback households demonstrate a significantly higher affinity for consumption.
With 20 million active customers, Payback has a wider coverage than almost any other company in Germany. The existing 22,000 partner-company points of sale along with around 100 million postal mailings and 300 million e-mail newsletters currently distributed per year, will be digitally supported by the online sales platform payback.de featuring over 450 online shops, the new Payback Deals area and an extremely successful app which already boasts 460,000 downloads. By the end of 2011, the number of coupons sent out by Payback will have passed the billion mark.
Payback is also represented in the world of social media, with 250,000 fans already on its Facebook fan page. The programme has recently begun offering its marketing services across all channels, not just to official partners, but also to the whole advertising industry including media agencies, and in addition is carrying out market research via an online panel with over 115,000 active panel members. This allows companies to ask Payback customers targeted questions on their opinions and on products.
“Our strength is personalised communication. In future, performance-based campaigns will be part and parcel of contemporary integrated multi-channel communication. They are measurable, irrespective of the medium used. This requires targeted customer dialogue, however – but that’s an area where Payback is already well ahead of the rest of the industry,” says Thomas Heise.
About Payback: Payback is Europe’s biggest loyalty programme. In Germany, customers can collect points from over 480 well-known companies and online marketplaces offline, online and on the move and redeem these for vouchers, rewards or Lufthansa miles or donate them to aid projects. Over the past few months, Payback’s presence in Poland and India has driven forward the process of internationalisation and digitisation and the company’s transition from traditional loyalty programme to multi-channel marketing platform. Companies can learn the actual needs and purchasing patterns of their customers – both online and offline. They can position their brand prominently, integrate seasonal promotions and content geared to specific customer segments, and achieve effective cross-selling and upselling with the help of targeted placement of content. The company provides support for customer acquisition and/or reacquisition and also assists with customer loyalty and value enhancement concepts. This makes it possible for partners and the advertising industry to conduct particularly efficient and effective communication.
About Loyalty Partner: Loyalty Partner GmbH, one of the leading international providers of loyalty management solutions, operates multi-partner programmes and supplies its clients with performance marketing solutions through Payback. The company also offers all the tools and services needed to implement customer loyalty programmes via emnos and Loyalty Partner Solutions. Loyalty Partner has a workforce of 600 employees. The company is headquartered in Munich, with subsidiaries in the U.K., France, Spain and Poland. Loyalty Partner is a subsidiary of the international credit card provider American Express.
Payback will be at dmexco on 21 and 22 September 2011: Stand B036, Hall 7
For further information and to arrange interviews at dmexco, please contact:
Nina Purtscher
PAYBACK PR Manager
PAYBACK GmbH
Theresienhöhe 12
80339 Munich
Germany
Tel.: +49 (0)89 997 41 - 206
nina.purtscher@payback.net
www.payback.net