HappyPoints

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CAP Customer Advantage Program GmbH

logo
legal form GmbH
founding January 2002
Seat Cologne
Number of employees 97 (2007); 2 (2011)
sales 66.43 million € (2007)
Branch Customer loyalty

HappyDigits was a customer loyalty program launched by Deutsche Telekom and Karstadt in 2002 . The bonus program was converted into HappyPoints on January 1, 2010 and discontinued on January 1, 2013.

CAP Customer Advantage Program GmbH has acted as the operating company since January 2002, and continued the customer loyalty program after the two founding companies left at the beginning of 2009. With 31.9 million cards issued nationwide (2007), HappyDigits was the second largest provider of its kind after Payback .

When making purchases from the participating companies, the participants received bonus points ( digits ) depending on their turnover , which they could exchange for prizes or vouchers. In return, with the consent of the participant , the companies used the purchase and personal data across companies for customer analysis and direct marketing .

Bonus program

Registration was possible with one of the partners or online. The cards were issued in cooperation with the individual partners. However, the “General Conditions of Participation” did not become part of the contract , as the Federal Court of Justice decided.

In addition to collecting the digits , the card was also available with a calling card function , which enabled participants to make cashless calls anywhere in the world.

As a rule, the customer was credited with one digit for every euro spent , which was worth one cent. With some partners he received a digit for three euros converted. There were also campaigns by individual companies to collect digits. Sales through special offers and other discount campaigns were excluded from digital purchases. Collected but unredeemed digits expire three years after they were credited.

By presenting their HappyDigits card when shopping, they were able to collect digits on their accounts at the companies involved in this program, such as retail stores and mail-order companies, which could be exchanged for shopping vouchers or rewards such as food processors or musical cards. An annual fee-free Mastercard function was possible, with which the participants could both pay and collect digits. The bonus program also offered the opportunity to donate the digits to various charitable organizations.

Advantages for the provider

The advantages for the provider lay in the intended loyalty of the customer to participating businesses; from passing trade should be as regular customers are. In addition, the personal registration of individual purchases allows an evaluation of the purchasing behavior of the participants, which on the one hand enables an adaptation of the product portfolio to changed customer preferences and on the other hand enables customer relationship management.

privacy

In order to counter the data protection concerns of the participants, the operating company CAP Customer Advantage Program GmbH was subjected to a test procedure by TÜV Rheinland to obtain a seal of quality for data protection. In this it was certified that HappyDigits fulfills the requirements of the Federal Data Protection Act (BDSG) for the protection of personal and personal data. As with all customer loyalty programs, buying behavior and customer data were recorded and evaluated with the consent of the participants. The opt-out clause to advertising by mail and market research has federal court declared admissible.

The purchase data was saved by the respective partner company and also passed on to HappyDigits. The program data included - using the example of a purchase - the HappyDigits card number, the date of purchase, the identification of the partner company from which the purchase was made, the sum of the digits collected and information about the amount of the purchase and the goods purchased by product group. In July 2003, eight million customer cards from the Karstadt Group were transferred to the HappyDigits program in addition to the two million cards already issued.

Participating companies

Over 70 online and offline partners took part in the HappyDigits bonus program (as of October 2008). In addition to the large, well-known system partners, some small and medium-sized companies also took part at times. After Karstadt and Deutsche Telekom left the company, the future of the bonus program was uncertain. On November 30, 2009, all collection partners had left the HappyDigits program.

Competitors

HappyDigits' direct competitors included the multi-partner bonus programs Payback, DeutschlandCard and Webmiles .

CAP Customer Advantage Program GmbH

The CAP Customer Advantage Program GmbH, based in Cologne , acted as the operating company of the customer loyalty program . The company was founded in January 2002 as a joint venture between Deutsche Telekom AG and Karstadt (49% of the shares). In January 2009, Telekom announced its withdrawal from the customer loyalty program and sold the 51 percent of the shares in Karstadt that it had previously held. After another sale, the bonus program belonged to the KarstadtQuelle Employee Trust eV, a pension fund. With this, CAP GmbH and HappyDigits were separated from the Arcandor group and insolvency-proof.

Individual evidence

  1. ↑ a b c Electronic Federal Gazette, December 1, 2008, annual financial statements as of December 31, 2007
  2. ↑ Electronic Federal Gazette, January 7, 2013, annual financial statements as of December 31, 2011
  3. ↑ Archived copy ( Memento of the original from December 28, 2012 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. @1@ 2Template: Webachiv / IABot / www.customer-advantage.de
  4. ↑ a b Federal Court of Justice: Effectiveness of a form-based consent to data storage and data use for the sending of advertising by post . Press release number 228/2009 of November 11, 2009 on the judgment of November 11, 2009, file number VIII ZR 12/08. URL: http://juris.bundesgerichtshof.de/cgi-bin/rechtsprechung/document.py?Gericht=bgh&Art=pm&Datum=2009&Sort=3&nr=49819&pos=1&anz=229 (accessed on November 12, 2009)
  5. ↑ Stiftung Warentest: Calling Cards - Reden ist Silber , Test.de, June 2002 (accessed on February 1, 2013)
  6. ↑ List of accessible digits  ( page no longer available , search in web archives )  Info: The link was automatically marked as defective. Please check the link according to the instructions and then remove this notice.@1@ 2Template: Toter Link / www.happydigits.de  
  7. ↑ The TÜV Rheinland certificate for HappyDigits  ( page no longer available , search in web archives )  Info: The link was automatically marked as defective. Please check the link according to the instructions and then remove this notice.@1@ 2Template: Dead Link / www.tuvdotcom.com  
  8. ↑ ARD guide: Discount at any price? ( Memento of the original from August 20, 2007 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice.  @1@ 2Template: Webachiv / IABot / www.ard.de
  9. ↑ CAP - data and facts ( memento of the original dated June 11, 2008 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. @1@ 2Template: Webachiv / IABot / www.customer-advantage.de
  10. ↑ List of partner companies ( Memento of the original from October 21, 2007 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice.  @1@ 2Template: Webachiv / IABot / www.happydigits.de
  11. ↑ Karstadt also gets out
  12. ↑ Karstadt takes over the HappyDigits bonus program