dmexco: interest in customer retention in e-commerce is rapidly increasing

PAYBACK has announced a substantial increase in its official online partners (OOP) in time for dmexco 2016 in Cologne. Germany’s leading bonus programme in 2016 has integrated a “pure player” into its systems each month. This has allowed online customer retention to gain significantly in importance and it will become one of the hottest topics in e-commerce in the years to come.

PAYBACK is delivering impressive figures: in 2016, the Munich-based company integrated the beauty supply store point-rouge.de and the fashion brand sheego as well as multiple companies belonging to the Otto Group, such as myToys, Mirapodo and ambellis. herrenausstatter.de and fahrrad.de. have now also been incorporated into the system. On average, PAYBACK integrates one “pure player” every month. The entire PAYBACK programme then becomes part of these companies’ own shop solutions, making them official partners. This represents an added benefit for the customer because they now collect PAYBACK points directly from the partner's websites and use the usual payment process to do this.

“PAYBACK’s wide reach allows us to develop specific target groups relevant to our company,” says Ulrich Hauschild, head of marketing at myToys.de GmbH, adding that “a large number of our customers participate in the PAYBACK programme, which has led to a significant increase in the average amount of items in their shopping carts.”

Dominik Dommick, CEO of PAYBACK, adds that “customer loyalty is becoming increasingly important for brands that operate solely online. Our official partnerships have allowed some of our partners to see an increase of up to 35% in the amount of items in their customers’ shopping carts compared to the basic affiliate programme”. According to Dommick, more partners are yet to come. “Several large ‘pure players’ will soon follow. We are in the process of integrating them on a technical level.”

With 28 million customers, PAYBACK is the largest and most popular multi-partner loyalty programme in Germany. Major German retailers in particular, such as REWE, real and dm, value the strength of the PAYBACK multi-channel marketing platform. Furthermore, PAYBACK.de is one of the biggest affiliate marketing networks in Germany.

A current survey* shows just how important customer retention is in the market. In the “State of Marketing Report 2016”, customer satisfaction is regarded as the most important indicator of success, even ahead of revenue growth.

Learn more about customer retention and additional topics in digital marketing at PAYBACK’s stand at dmexco: hall 8, stand E 030/034.

* Source: www.salesforce.com/blog/2016/03/state-of-marketing-2016.html