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Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

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Trust & savings are keys to German loyalty

German customers are placing ever higher demands on loyalty programmes and customer cards, according to a recent TNS Emnid survey, which found that successful loyalty schemes need to feature several attractive partner companies and also offer coupons that deliver tangible savings and benefits.

In fact, the need for attractive loyalty programme partners and coupons was cited by more than 60% of respondents. Consumers also said they are interested in exclusive services and benefits available only from customer cards (56%).

Most German consumers carry between 2 and 5 cards in their wallets or purses (including both loyalty cards and payment cards), with 4% even carrying between 11 and 15 cards. Some 7% said they do not use cards (or at least don't carry them in their wallets). However, 35% of respondents now want to be able to use a loyalty programme not only in store but also online and while on the move.

Payback was found to be the leading German customer card, with more than eight out of ten Germans being familiar with the programme and almost half of all households (46%) owning a Payback card, with many consumers citing it as a trustworthy programme.

Cards such as the Ikea Club card (20%), the DeutschlandCard (18%), the Tchibo and Shell ClubSmart cards (12% each) and Miles & More (9%) are also in widespread use among consumers. Interestingly, 39% of respondents said that Payback offers by far the greatest personal benefits, followed by the DeutschlandCard (12%), the Ikea Club card and Miles & More (6% each) and Groupon (4%).

According to TNS Emnid, the leader of the German loyalty market clearly fulfils the actual purpose of loyalty programmes, with over half of respondents (52%) saying that they use customer cards primarily to save money. Almost one quarter of users are interested in receiving attractive rewards, while 15% use the cards simply because they like collecting points.

In terms of payment cards, the clear favourite remains the EC payment card at 85%, with credit cards holding second place, followed by the Payback card at 31%.

Sources: TNS Emnid / The Marketing Factbook.
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Categorised as:

Customer Loyalty
Marketing Know-How

Have you seen The Customer-Focused Marketing Playbook?

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)