Bonus programmes in Germany A study conducted by TNS Emnid Medien- und Sozialforschung GmbH for Payback GmbH

Transcription

1 Bonus programmes in Germany A study conducted by TNS Emnid Medien- und Sozialforschung GmbH for Payback GmbH Bielefeld, December 2014

2 Research design Population Sample Sampling method German-speaking population ages 16 years and up in private households in the German Federal Republic. The present analysis is based on 1001 interviews. The study was designed as a multi-layer household sample based on geographical area with randomly selected subjects. Random Digit Dialling was conducted in line with the standards of the ADM (Arbeitsgemeinschaft Deutscher Markt- und Sozialforschungsinstitute [working group of German market and social research institutions]) in an extension of what is known as the Gabler-Häder method. Within households, the person to be questioned was selected randomly. The sample was weighted according to the attributes of German state, size of municipality, gender, age, occupation, education and household size. How the study was conducted The telephone survey was conducted from a centralised location by Emnitel, a TNS Emnid phone company in Bielefeld. The chosen method was computer-assisted telephone interviews (CATI). The response rate was 26.2%. Survey period 24 November to 6 December

3 The German wallet contains 4.5 cards on average Question: "First we would like to know how many cards including everything from EC and credit cards to customer cards you have in your wallet. Would you please check quickly how many cards are there? If you don't have your wallet to hand, could you please estimate the number of cards?" 17% 16% 14% 14% Average total number of cards: 4.5 9% 6% 7% 5% 2% 1% 3% 3% 2% Number of cards keine Basis: Sample representative of population (n = 1001) 3

4 Payback is by far the best-known programme Question: "Which of the following bonus or discount programmes do you know of, even just by name?" Payback Ikea Club card Tchibo DeutschlandCard Douglas Card Miles & More Peek & Cloppenburg Netto bahn.bonus Shell ClubSmart Groupon Wöhrl 35% 34% 30% 30% 29% 24% 53% 52% 47% 45% 82% Basis: Sample representative of population (n = 1001); shown here: mentions above 5 per cent 4

5 Two-thirds of those who use one of the programmes use Payback Question: "Which of the following bonus or discount programmes do you use?" Payback Ikea Club card 1 42% Total use: 64% DeutschlandCard Tchibo Douglas Card Shell ClubSmart Peek & Cloppenburg Groupon Miles & More bahn.bonus 13% 11% 11% 7% 6% 5% None of them 36% Basis: Sample representative of population (n = 1001); shown here: mentions above 5 per cent 5

6 The Payback card has made it to third place in German wallets Question: "Now let's talk specifically about the cards in your wallet. Which payment and customer cards do you always carry in your wallet?" EC card 91% Credit card Payback 3 37% Ikea Club card DeutschlandCard Tchibo card Douglas Card Shell ClubSmart card Peek & Cloppenburg card bahn.bonus card 14% 12% 9% 6% 5% 4% Basis: Respondents who have at least one card (n = 940); shown here: mentions above 4 per cent 6

7 More than every second household has a Payback card Question: "Now think about the other people in your household, not just yourself. Of which of the following programmes are you or another person in your household a member, or which customer cards do you have?" Payback 54% Ikea Club card 27% Tchibo DeutschlandCard Douglas Card Peek & Cloppenburg Shell ClubSmart bahn.bonus Miles & More Groupon I don't know, no idea, none of them 1 17% 16% 12% 10% 9% 27% Basis: Sample representative of population (n = 1001); shown here: mentions above 5 per cent 7

8 Trustworthiness is the most important criterion Question: "What does a bonus or discount programme have to offer for you to find it attractive? The bonus programme has to " be trustworthy 93% be usable at several attractive businesses, not just one 76% allow for a variety of attractive redemption options such as vouchers, bonuses, donation, etc. 74% work not only in stores but also online and on the go, via smartphones 64% additionally offer me a payment function 37% Basis: Sample representative of population (n = 1001); shown here: percentage of "Yes" answers 8

9 Payback is the most trustworthy bonus and discount programme Question: "Which of the following bonus or discount programmes do you think is trustworthy?" Payback Tchibo IKEA Club card Douglas Card DeutschlandCard Peek & Cloppenburg bahn.bonus Miles & More Shell ClubSmart Netto Groupon None of them 10% 23% 21% 21% 20% 19% 1 31% 30% Basis: Sample representative of population (n = 1001); shown here: mentions 5 per cent and above 9

10 Further information: PAYBACK GmbH Nina Purtscher Theresienhöhe Munich Tel: +49 (0) TNS Emnid Jörg Erren Stieghorster Str Bielefeld Tel: +49 (0)