jö Bonus Club

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Our Ö-Bonus Club GmbH

logo
legal form Limited Liability Company (GmbH)
founding 2019
Seat Wiener Neudorf , AustriaAustriaAustria 
management
  • Ulrike Kittinger
  • Mario Günther Rauch
Branch Customer loyalty programs
Website www.joe-club.at

The jö Bonus Club (also called Jö Club or Ö-Bonus Club for short ) is an Austrian customer loyalty program . It was launched in 2019 by REWE , OMV and others. With every purchase from partner companies, points are collected that can be converted into various rewards or donated.

description

registration

Participation in the jö Bonus Club is free. All natural persons aged 16 and over are entitled to register. The prerequisite is a main residence in a country in the European Economic Area or in Switzerland . Registration can take place via digital stations in selected branches, on the website of the program or in the jö app on the smartphone or tablet .

functionality

The jö Bonus Club is comparable to other customer loyalty programs such as Payback : By showing the jö card or jö app when making purchases in participating stores, points ("Ös") are collected, which customers can later convert into rewards from the same or another participating partner company .

At the moment, 100 points at the cash register are worth one euro . The bonuses also include various “advantages and promotions”, such as discounts on selected products or other perks in the so-called “bonus world”. In addition, consumers can donate the points they have collected to charitable organizations .

history

background

In a representative study, REWE International found that Austrians have an average of more than a dozen customer cards . This also affected the historically grown offers from REWE sales lines such as Adeg , Billa , Bipa , Merkur and Penny , which were incompatible with one another. In order to simplify the offer and channel discounts, REWE announced in February 2019 the establishment of a joint system called jö Bonus Club. This has been classified as an attack on Payback.

Start of the club

The official start of the customer loyalty program took place in May 2019. It was open to other partners from the start. In addition to participating retailers from the REWE sales lines, this also included the retailers Libro and Pagro Diskont as well as BAWAG PSK , the furniture store Interio and the OMV petrol stations. The Zgonc specialist stores were added later. Two million users registered within one month, after four months the mark of three million members was exceeded. The smartphone app, which was introduced in parallel to the customer card, was installed by around every second member.

operator

legal form

The jö Bonus Club is operated by “Unser Ö-Bonus Club GmbH” based in Wiener Neudorf . This was launched in 2017. It is an independent company in the legal form of a limited liability company . Its purpose includes the operation and implementation of a multi-partner customer loyalty program.

Shareholder

The share capital is currently 40,000 euros. It was completely taken over by a subsidiary of REWE International. The company is therefore indirectly owned by the Cologne-based REWE Group and is consolidated in the consolidated financial statements.

Managing directors

The management have Ulrike Kittinger and Mario Guenther adopted smoke. They represent society collectively.

criticism

privacy

There was criticism at the start of the jö Bonus Club. In particular, warnings were given against the careless disclosure of data. The promised discounts have no meaningful relationship to the disclosure of the shopping behavior. Consumer advocates saw the advantages instead on the part of the retail companies involved, who can get to know their customers better and develop corresponding offers.

In 2019 the jö Bonus Club received the Big Brother Award in the "Communication and Marketing" category. In the opinion of the jury, the combination of all purchases enables extensive profiling . It is more difficult for customers to buy from a retail company that is not involved in the program. Shortly after the negative award was given, the Association for Consumer Information (VKI) advised to unsubscribe from the jö Bonus Club. The club had received numerous complaints from disgruntled members.

In response, representatives of the jö Bonus Club argued that the decision to use the customer card would enable active control of the transfer of data. Furthermore, customers can set whether they consent to profiling or not at any time. According to industry experts, the collection of data is not comparable to the behavior of US technology companies.

Suppliers

Criticism of the jö Bonus Club also came from the industry. Suppliers feared worse treatment if, unlike their competitors, they did not participate in the financing of the customer loyalty program, for example by purchasing aggregated data for market research and customer loyalty . Several associations saw this seriously disrupt the relationship of trust with REWE. Representatives of the company rejected the allegations and stated that the wellbeing of customers was also in view when cooperating with suppliers.

Web links

Individual evidence

  1. ↑ a b New bonus club in stores . In: Kronen Zeitung . February 1, 2019, p. 4 .
  2. ↑ a b c REWE, OMV and Co. start “jö Bonus Club”. In: The Standard. February 1, 2019, accessed January 23, 2020 .
  3. ↑ Questions and answers about new registrations. jö Bonus Club, accessed January 23, 2020 .
  4. ↑ a b Bettina Pfluger: Seduction à la card . In: The Standard . February 5, 2019, p. 15 .
  5. ↑ a b Jö, so much interest! In: Vorarlberger Nachrichten . July 25, 2019.
  6. ↑ Regina Reitsamer, Helmut Kretzl: The great collecting . In: Salzburger Nachrichten . February 2, 2019, p. 15 .
  7. ^ A b Regina Reitsamer: Not without my customer card . In: Salzburger Nachrichten . August 3, 2019, p. 33 .
  8. ↑ Simone Hoepke: Billa mother shuffles the cards again. In: Courier. May 2, 2019, accessed January 23, 2020 .
  9. ↑ Billa Group launches new customer card . In: Kronen Zeitung . May 2, 2019, p. 4 .
  10. ↑ One card for everyone, all for one card . In: Courier . February 9, 2019, p. 32 .
  11. ↑ REWE starts a new customer club . In: Small newspaper . February 2, 2019, p. 31 .
  12. ↑ "jö Bonus Club" attacks Payback . In: Tyrolean daily newspaper . February 2, 2019, p. 23 .
  13. ↑ Hannes Gaisch-Faustmann: The duel for loyal customers comes to a head . In: Small newspaper . February 2, 2019, p. 22/23 .
  14. ↑ Start for the jö Bonus Club from REWE & Partners. In: Handelszeitung. May 2, 2019, accessed January 23, 2020 .
  15. ↑ Nataša Nikolić: REWE starts new "jö Bonus Club". In: Cash. February 1, 2019, accessed January 23, 2020 .
  16. ↑ REWE bonus club "Jö" reports two million registrations. In: horizon. May 21, 2019, accessed January 23, 2020 .
  17. ↑ Shopping with your mobile phone . In: Kronen Zeitung . September 21, 2019, p. 49 .
  18. ↑ REWE founds its own company for analytics & CRM. In: Handelszeitung. November 27, 2017, accessed January 23, 2020 .
  19. ↑ New customer club for the REWE Group. In: horizon. February 1, 2019, accessed January 23, 2020 .
  20. ↑ jö Bonus Club: Angry customers, massive privacy concerns, and yet everyone is there. In: The Standard. October 14, 2019, accessed January 23, 2020 .
  21. ↑ Beate Troger: Customers examine cards . In: Tyrolean daily newspaper . May 24, 2019, p. 27 .
  22. ↑ Verena Kainrath: Bonus without penalty? In: The Standard . May 3, 2019, p. 20 .
  23. ^ Regina Bruckner: The troubles of the digital level . In: The Standard . May 25, 2019, p. 28 .
  24. ↑ Jö and Post received Big Brother Awards. ORF, October 25, 2019, accessed on January 23, 2020 .
  25. ↑ Barbara Wimmer: Big Brother Awards to the jö Bonus Club and the Post. In: futurezone. October 25, 2019, accessed January 23, 2020 .
  26. ↑ Crazy about collecting data: jö Bonus Club receives negative Big Brother Award. In: The Standard. October 26, 2019, accessed January 23, 2020 .
  27. ↑ Cancel the jö Bonus Club now, advise consumer advocates. In: futurezone. September 16, 2019, accessed January 23, 2020 .
  28. ^ Paul Urban Blaha: Trouble with Jö Bonus Club members. ORF, October 23, 2019, accessed on January 23, 2020 .
  29. ↑ Big Brother Award to jö Bonus Club . In: Courier . October 26, 2019, p. 38 .
  30. ↑ Customer cards as a data collector. In: YouTube. ORF, May 23, 2019, accessed on January 29, 2020 .
  31. ↑ Data protection declaration. jö Bonus Club, accessed January 23, 2020 .
  32. ^ Criticism of the Jö customer card . In: Upper Austrian Volksblatt . July 31, 2019.
  33. ↑ Lukas Matzinger: To whom does the jö Bonus Club offer our data, Ms. Schurin? In: Falter . July 31, 2019, p. 10 .
  34. ^ "Jö" card outraged suppliers . In: Tyrolean daily newspaper . July 31, 2019, p. 19 .
  35. ↑ Nataša Nikolić: “We are not a pricing tool.” In: Cash. June 11, 2019, accessed January 23, 2020 .