DeutschlandCard

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DeutschlandCard GmbH

logo
legal form GmbH
founding 2006/2008
Seat Munich
management
  • Dirk Kemmerer
  • Ulrich Cordes
Number of employees about 100
Branch marketing
Website www.deutschlandcard.de

The Germany Card GmbH is a German company with headquarters in Munich . It was founded in 2006 and is part of the Bertelsmann Printing Group , a division of Bertelsmann . DeutschlandCard GmbH operates a customer loyalty program that was launched in 2008 and has more than 20 million participants. The company is one of the market leaders in Germany. The largest partners of DeutschlandCard GmbH are Edeka , Esso and Netto Marken-Discount .

history

DeutschlandCard in the checkout area of ​​an Edeka branch

In 2008 DeutschlandCard GmbH started its business activities under the umbrella of the Bertelsmann subsidiary Arvato . The company launched a bonus program that included partners from several industries. With this concept, it entered direct competition with established providers such as Payback or Happy Digits . At the start, DeutschlandCard GmbH won Deutsche Bank , Edeka, Gehe , L'TUR and Porta Möbel, among others . Edeka replaced its own customer card "Edecard" with the DeutschlandCard. In the first week, two million participants registered for the bonus program.

DeutschlandCard GmbH launched a wide-ranging advertising campaign to attract additional users. The bonus program was advertised in particular on television, for example in the context of the 2008 European Football Championship . In 2010 RWE joined the bonus program, and in 2011 the student aid was added. The retail presence was also expanded: in 2011, DeutschlandCard GmbH announced a partnership with Schlecker und Ihr Platz and other Marktkauf branches. The cooperation with Esso was decisive for further development: As a result, DeutschlandCard GmbH caught up with its competitor Payback in terms of the number of acceptance points in February 2012, but Schlecker's insolvency and your place weakened the position of the bonus program again. In 2015, another partner, Deutsche Bank, withdrew.

DeutschlandCard GmbH compensated for the development by taking on additional partners, for example the Hammer Markets of the Brothers Schlau group in 2012. In addition, the Netto Marken-Discount retail chain introduced the bonus program in autumn 2015. DeutschlandCard GmbH also released a new mobile app for Android and iOS . In 2018, the cooperation between the Deutschlandcard and Vectron Systems was announced. Furthermore, the company has steadily expanded its competence in dialogue marketing in recent years .

structure

The company was founded in January 2006 as arvato direct services München GmbH and renamed DeutschlandCard GmbH in September 2007. It is 100% owned by the Bertelsmann Group. Organizationally, DeutschlandCard GmbH was assigned to the Arvato service division until the end of 2016. At the beginning of 2017 she moved under the umbrella of the Bertelsmann Printing Group . The managing directors of DeutschlandCard GmbH are Dirk Kemmerer and Ulrich Cordes.

program

Participants in the bonus program collect points when shopping on site and on the Internet, which they can exchange for rewards or donate. After registering with DeutschlandCard GmbH, customers receive a plastic card that identifies them as a participant in the bonus program at the checkout. DeutschlandCard GmbH's partners are currently Edeka , Marktkauf , Esso , Netto Marken-Discount , Hammer , Sonnenklar.TV , Vergölst , Hertz , L'TUR , Bauunion and Innogy . In addition, numerous regional pharmacies and more than 400 online shops have joined the bonus program, including Otto and Zalando . The participating dealers receive more information about their customers through the bonus program, with which they can better bind them to themselves. This is done, for example, through target group-specific advertising or customer-specific special offers.

The vast majority of participants in the DeutschlandCard GmbH bonus program are Edeka customers. In this case, customer loyalty works better than with other offers.

criticism

Consumer advocates are generally critical of bonus programs like the DeutschlandCard because the discounts granted are not high enough to justify the transfer of data for market research . The discounts are “modest”, the more “ample” the stored data, for example, was the verdict of Welt am Sonntag in 2008. DeutschlandCard GmbH always rejected this assessment by pointing out that data protection has top priority. Each participant must also expressly agree to receive advertising when registering and can revoke this consent at any time.

Web links

Individual evidence

  1. ↑ a b data and facts. DeutschlandCard, accessed on June 10, 2017 .
  2. ↑ Business Units . Bertelsmann Printing Group, accessed June 10, 2017 .
  3. ↑ The Germans are still hunters and gatherers. In: WirtschaftsWoche. January 21, 2017. Retrieved June 10, 2017 .
  4. ↑ Svenja Lehmann: The hunt for bonus points . In: Westdeutsche Zeitung . 13th March 2013.
  5. ↑ a b Holger Geißler: Payback and DeutschlandCard are used so differently. In: WirtschaftsWoche. November 2, 2015, accessed June 10, 2017 .
  6. ↑ Bertelsmann wants to retain customers with DeutschlandCard . In: The world . February 26, 2008, p. 13 .
  7. ↑ Juliane Paperlein: The attacker in the wallet . In: horizon . February 28, 2008, p. 14 .
  8. ^ Yasmin El-Sharif et al .: Three cards - one market . Bertelsmann wants to compete with older bonus systems such as Payback and Happy Digits with a new Deutschlandcard. In: Der Tagesspiegel . February 26, 2008, p. 15 .
  9. ↑ Sebastian Wieschowski: More and more companies attract customers with discounts . In: The world . March 25, 2008, p. 16 .
  10. ↑ Bertelsmann launches its own discount card . In: Handelsblatt . March 4, 2008, p. 28 .
  11. ↑ Edeka joins DeutschlandCard. In: Advertise & Sell. February 8, 2008, accessed June 10, 2017 .
  12. ^ Steffen Fründt: Map Republic of Germany . In: Welt am Sonntag . March 16, 2008, p. 34 .
  13. ↑ DeutschlandCard already has two million users . In: Medianet . March 21, 2008, p. 20 .
  14. ↑ Juliane Paperlein: DeutschlandCard is emotional . In: horizon . March 20, 2008, p. 14 .
  15. ↑ Juliane Paperlein: Deutschlandcard starts with high advertising pressure . In: horizon. February 25, 2008, accessed June 10, 2017 .
  16. ↑ Anja Janotta: DeutschlandCard has a big budget in TV advertising. In: Advertise & Sell. September 27, 2011, accessed June 10, 2017 .
  17. ↑ DeutschlandCard sponsors EM reporting on RTL. In: horizon. June 9, 2008, accessed June 10, 2017 .
  18. ↑ DeutschlandCard scores with new partner RWE. In: Advertise & Sell. November 11, 2010, accessed June 10, 2017 .
  19. ↑ DeutschlandCard wins new partner. Advertise & Sell, March 3, 2011, accessed June 10, 2017 .
  20. ↑ New partners for the Deutschlandcard . Eleven other shops offer bonus points. In: Westfalen-Blatt . March 5, 2011.
  21. ↑ Michael Reidel: Schlecker and Ihr Platz are new partners of the Deutschland Card. In: horizon. August 12, 2011, accessed June 10, 2017 .
  22. ↑ DeutschlandCard and Esso expand offer . In: Deutsche Verkehrs-Zeitung . November 27, 2012.
  23. ↑ DeutschlandCard fills up at Esso. Horizon, January 11, 2012, accessed June 10, 2017 .
  24. ↑ Jochen Schuster et al .: On the wrong map . In: Focus . October 15, 2012, p. 78 ( focus.de [accessed June 10, 2017]).
  25. ↑ Lisa Priller-Gebhardt: Deutschlandcard: Deutsche Bank goes, Netto comes. June 25, 2015, accessed June 10, 2017 .
  26. ↑ Deutschlandcard expands partner network and mobile strategy. In: ONEtoONE. April 26, 2013, accessed June 30, 2017 .
  27. ↑ Netto introduces Deutschlandcard. In: ONEtoONE. October 31, 2015, accessed June 10, 2017 .
  28. ↑ DeutschlandCard relies on the app. In: horizon. February 23, 2010, accessed June 10, 2017 .
  29. ↑ Coupons always and everywhere with the DeutschlandCard app. DeutschlandCard, accessed on August 3, 2017 .
  30. ↑ Loyalty solution for the catering industry: DeutschlandCard and Vectron Systems sign cooperation agreement. In: DGAP. December 19, 2018, accessed June 12, 2020 .
  31. ↑ Laura Melchior: DeutschlandCard: "We use data to get to know our participants better". In: Internet World Business. November 26, 2015, accessed June 10, 2017 .
  32. ↑ Dirk Kemmerer: Knowing what makes the customer “tick” - then dialogue marketing will also work. In: Marketing. June 13, 2017. Retrieved June 10, 2017 .
  33. ↑ Business register. Bundesanzeiger Verlag, accessed on June 10, 2017 (Munich District Court, HRB 160525).
  34. ↑ Annual Report 2016. (PDF) Bertelsmann, p. 119 , accessed on June 10, 2017 .
  35. ↑ Volker Scharninghausen: Dirk Kemmerer from Arvato Digital Marketing to the Bertelsmann Printing Group. In: new-business. January 31, 2017, accessed June 10, 2017 .
  36. ↑ Imprint. DeutschlandCard, accessed on June 10, 2017 .
  37. ↑ a b DeutschlandCard: What is behind the bonus program with coupons, vouchers and promotions. In: IT Times. November 7, 2016, accessed June 10, 2017 .
  38. ↑ Christin Richter: Register for the DeutschlandCard: Register and collect points - that's how it works. In: GIGA. December 15, 2016, accessed June 10, 2017 .
  39. ↑ Premium partner. DeutschlandCard, accessed on June 10, 2017 .
  40. ↑ Score online. DeutschlandCard, accessed on June 10, 2017 .
  41. ↑ a b Tanja Tricarico: A personal special offer for everyone . In: Berliner Morgenpost . November 8, 2015, p. 7 .
  42. ↑ Customer cards are rarely worthwhile . In: Nürnberger Zeitung . February 3, 2015, p. 17 .
  43. ↑ Steffen Fründt: Spies in the Wallet . In: Welt am Sonntag . March 16, 2008, p. 34 .