Archive for month: January, 2018

What is the future of traditional and digital customer cards in retail, system catering and tourism? Are companies exploiting the possibilities of new technologies? These questions are addressed in the new study by the PFH Private University of Göttingen, prepared by Prof. Dr. Hans-Christian Riekhof and Stefan Brinkhoff (M.Sc.).

Customer cards are today considered a valuable, practical and popular instrument of customer loyalty. Advantage for customers: a high added value through individualized communication and incentive programs. In return, companies benefit from a new, customizable communication channel to the customer, including important insights into actual customer behavior. Under the keyword Location Based Marketing, digital campaigns can be played out directly on the shelf, thereby
increasing the relevance of the messages. In addition, customer cards are a marketing tool that allows an immediate success assessment and economic evaluation of each individual action and campaign. At the same time, a certain saturation occurs: wallets and purses are overflowing with plastic cards, and in case of doubt, the required customer card is not at hand when shopping.

Against this background, the scientists of the study were interested in how companies from the already mentioned sectors think about a digital customer card, which is available as an app on the smartphone, for example, what benefits they attribute to
such a digital customer card and what the distribution of these digital customer cards looks like. And whether companies prefer their own, company-specific customer card, or whether they prefer cross-company cards (such as payback or Deutschlandcard).

The study as a pdf download (698 KB)