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Customer Centricity

"Plastic customer cards in wallets have no future"

This is the conclusion of a study carried out at the private university Göttingen. Even where digital loyalty cards are in use, their potential is not fully exploited, according to the survey.

27 Jun. 2018 Isabelle Reiff
Source: UNICconsult Strategieentwicklung GmbH
Source: UNICconsult Strategieentwicklung GmbH

Around 200 companies were interviewed by Prof. Dr. Hans-Christian Riekhof and Stefan Brinkhoff for this study . 40% of them use digital loyalty cards, the most prevalent type of customer loyalty in commerce. Tourism and system gastronomy are still lagging behind. But even where they exist, the potential of digital customer cards is not being exhausted. According to Riekhof and Brinkhoff there is a backlog with regards to in-store navigation. Digital solutions provide other benefits such as location-based coupons or walk-through analysis functions.

Commercial giants such as Carrefour or the Metro Group, but also Edeka or the chain drugstore Budnikowsky offer customers their own apps, which in addition to payment functions also utilize the customer's shopping behavior for tailored coupons. Riekhof has developed its own solution with Locandis which combines couponing and indoor tracking.

Stocard founders Florian Barth, Björn Goß, and David Handlos are thinking beyond proprietary solutions. Their mobile wallet app allows you to bundle the functions of different loyalty cards and provides an overview of all scores and coupons.