New design for PAYBACK: focus on points

The course has been set for the future. After ten years, market leader PAYBACK has undergone a strategic and optical facelift. The new look comes on the back of the company’s transition from traditional loyalty programme to multichannel marketing platform and, in particular, its international expansion. Like in Germany, PAYBACK has quickly established itself as the market leader in Poland and India, with other countries expected to follow suit. "We have redefined our strategy. Now we are systematically advancing our global branding", says PAYBACK Managing Director for Digital and Marketing, Dominik Dommick. At the heart of the younger and more digitally focussed design are PAYBACK points. "They are what count for customers – we have therefore made them the leading characters and heroes of the new PAYBACK", says Dommick.

PAYBACK’s strengths are its impressive 43 million members worldwide and its personalised approach to communication via all channels. "Convergent and performance-based campaigns will be part and parcel of contemporary communication in future. They are measurable, irrespective of the medium used, but this requires the right customer marketing – and we have now positioned ourselves ideally in this regard", says Dommick.

PAYBACK’s marketing platform offers a unique combination of offline, online and mobile campaigns. PAYBACK has been an effective form of customer marketing since 2000. Drawing on this expertise, the company has moved into digital marketing in recent months and is already European market leader in the field of eCouponing. "There is no such thing as a digital customer", says Dommick. "What matters is convergence and the intelligent linking of all channels. Only then can companies address their customers via precisely the channel they are currently using."

To mark the launch of the "new" PAYBACK, customers will be inundated by a veritable deluge of points which will be communicated as part of a convergent campaign via direct mailing, e-mail newsletter, online, app, Facebook, blog and partner stores.