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 At first sight, the Edeka supermarket of Tobias Elschner in Herbrechtingen seems to be a normal shopping store. But the clever businessman stands out above his competitors, because he offers his loyal customers special advantages. At Mr Elschner’s store every customer is rewarded with loyalty points for shopping there, and they can swop the points for premiums.
Why did you choose to have your own customer cards?
„There are three discounts shops in the close neighbourhood; I had to do something. We take great care of our customers, every one of them, that is why they are loyal to my shop.“
How much bonus do you give your customers?
„Our margins are small. I have to calculate very carefully: I give up to 10 euros 0,25 % bonus Up to 50 euros 0,5 % bonus and above 1 % on the cash slip.
The customers buy a crate of water from me instead of from the large bevcerage market, simply to reach the 50-euro level. And the joy is that all of them want to get the points, but only a few of them are cashed in. That’s why the average discount is only 0,3 %.“
What has it cost?
„Of yourse, I first had to invest, but that is fine though the leasing system. Important for me was the clear basis for decision-making: What will I get for my money?“
 How have your customers reacted to the card?
„That isn’t a problem at all“ says a woman at the checkout. „About 85 % gladly take the card. The rest don’t want one, but that’s also OK.“
„We have the card with us always and go shopping here twice a week,“ said an elderly married couple and showed the card without any sense of shyness.
What about the installation of the system?
„The system was delivered complete. We simply plugged it in the socket. I had to train my staff, but with a test card everyone could practise. They soon got the hang of it. Once a week I evaluate the data by importing it into my compute.
What was your first experience with the customer card?
„We still are at the beginning. After 3 months a turnover plus however already shows up between 1,5% and 2%.“
Which further possibilities see you by using the system?
„I can see immediately when I evaluate the data in my office who my best customers are and when they come to my shop to buy. I can even sort out the data according to streets and then target my advertising very specifically. But the card is also used to attract new customers. „We are sponsors of the local handball club. The cards are given to players and trainers, which brings us new customers. We would have sponsored the club anyway.“
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