Bonus programmes continue to be popular in Germany, but customers are looking a little more closely at who makes it into their wallets or onto their smartphones. A current TNS Emnid study shows that the most important criterion (93 per cent) for a successful customer card is the provider's trustworthiness. That is where Payback, Germany's biggest bonus programme, takes the lead with 58 per cent, outdistancing Tchibo (38 per cent) and Ikea (38 per cent). Payback is also a leader in name recognition (82 per cent), distribution (54 per cent of households) and presence; the card is the third most used in German wallets, behind EC and credit cards.
For the consumers surveyed, the key deciding factor is the high user value of a bonus programme. It is only attractive if it can be used simultaneously at several name-brand businesses (76 per cent). For as much as 64 per cent of respondents, it is important that the programme works at stores, online and on the go with smartphones. A wide variety of redemption options such as vouchers, bonuses and donations is crucial for 74 per cent of respondents.
More than every second household has a Payback card. Other cards that are widely distributed include the Ikea Club card (27 per cent), the Tchibo card (18 per cent), the DeutschlandCard (17 per cent), the Douglas Card (16 per cent), the Peek & Cloppenburg customer card (12 per cent), the Shell ClubSmart card (10 per cent), the bahn.bonus card (9 per cent) and the Miles & More card and the Groupon online provider, each with 8 per cent. The study also showed that the German wallet contains 4.5 cards on average. Only 6 per cent have no card in their wallet, while 61 per cent have 2 to 5 cards and 2 per cent even have more than 16 cards.
About the study from TNS Emnid
TNS Emnid Medien- und Sozialforschung GmbH conducted the study for Payback GmbH by phone from November to December 2014. A total of 1000 individuals ages 16 and up were questioned. The study can be downloaded <link www.pioneer-communications.de/downloader/dateien/2015_Emnid_Survey_bonus%20programmes%20in%20Germany.pdf - external-link-new-window>here</link>.
TNS Emnid
TNS Emnid Medien- und Sozialforschung GmbH was established more than 60 years ago and has one of the longest traditions as a provider of market and social research. TNS Emnid partners expertly with national and international research programmes for clients in the fields of media, political and social research. The latest high-quality survey methods and tools in market and social research enable TNS Emnid to provide up-to-date, exclusive marketing information using every methodology – from face-to-face interviewing and phone surveys to online polls. TNS Emnid Medien- und Sozialforschung GmbH is a subsidiary of TNS Infratest Holding GmbH & Co. KG. and is part of the TNS Group (Taylor Nelson Sofres, London), one of the world's foremost market research and consulting firms.
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