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Food Newspaper Picks Up Study on Customer Cards
The Food Newspaper, Germany’s leading trade journal for industry executives, has picked up the study on the Digital Customer Cards of PFH Göttingen. The article once again makes it clear that digital loyalty cards offer attractive prospects to the retail sector as instruments of modern customer loyalty. However, their potential is currently still underestimated.
The empirical study, developed and conducted by pricing expert and marketing professor Dr. Hans-Christian Riekhof and Stefan Brinkhoff, shows that retailers can get to know their customers much better with digital loyalty cards than before.
Acquiring new customers is usually more expensive than retaining existing ones. Therefore, it is hardly surprising that a lot of energy and resources are used for appropriate customer loyalty instruments. In retail, these are particularly plastic customer cards, which have to fight for a place in the consumer’s wallet. In view of increasing digitization, Riekhof and Brinkhoff wondered whether the digital version in the form of IOS and Android apps will prevail.
Instore Navigation with digital customer cards offers further advantages
The article published on May 11 in the Food Newspaper extensively discusses the most important aspects of the current use and benefits of customer cards – analog and digital in comparison. For example, the use depends heavily on the card function: for more than half of the respondents, the sending of coupons and offers, the collection of points and personalized product recommendations are in focus. Instore Navigation, on the other hand, is far behind. It is noticeable that digital navigation in large stores, such as DIY stores and self-service department stores, can significantly improve actual use and measure surprisingly high sales increases. Another interesting side result: Like in a Google search, retailers could evaluate which product category, brand and product were searched for by customers how often.
Read the detailed study at:
https://www.unicconsult.com/referenz/einsatz-traditioneller-und-digitaler-kundenkarten-in-handel-systemgastronomie-und-tourismus/
Food Newspaper online
www.lebensmittelzeitung.net
Study on the Future of Customer Cards
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)