Payback, India's largest multi-partner loyalty program is launching a nationwide media campaign to announce its new brand identity. The new avatar will also introduce its new program partners from Future Group, India’s retail giant. The 360 campaign is slated to kick start from November 15th and will continue till the end of December. Payback partners including Big Bazaar, HPCL, ICICI Bank & Makemytrip.com will also be a part of the new Payback campaign. This is the first time that a customer loyalty program will be rolled out on a large scale in Indian retail space. As the shopping season continues, the aim is to add value to the existing Payback members while enrolling new members at Future Group stores.
Future Group, has launched the Payback loyalty program in its six retail formats across more than 300 stores of Big Bazaar, Central, Brand Factory, Ezone, Food Bazaar & HomeTown and also through its online shopping website Futurebazaar.com. Customers will be able to enroll into the program at the stores, earn points for their daily shopping and also redeem their collected points, in-store. For example, one can buy their desired items at any of the above mentioned Future Group stores directly through the points collected across Payback partners. - an innovative offer not yet used by many Indian retailers. More brands from Future Group, like Pantaloons, will also join the Payback program soon. To make the shopping experience more rewarding, Future Group is issuing co-branded Payback cards, which will allow customers to collect points across different shopping formats giving customers an incentive to SHOP!
To ensure maximum public reach, this launch is backed by the media campaign being rolled out by Payback. The positioning of the campaign, “shopping is rewarding”, is highlighted in all the creative ads. The points accumulated while shopping are referred as “pointees” and the TV ads are a cartoon representation of these “pointees” being collected from every purchase at a partner outlet using a single card- Payback. The communication strategy is to show the power of Payback where, using one single card, members can earn loyalty points when they shop at a wide range of different partners and brands- offline & online. The combination of rapid accumulation of points and their easy redemption for desirable rewards makes Payback very attractive.
Expressing his views, Payback India MD & CEO Vijay Bobba said, “This is our first large initiative with Future Group post establishing our partnership and we are excited about it. Our goal is to enhance the Payback experience of shopping. The concept of multi-partner loyalty program is still in its nascent stage in India even though India is the 4th largest retail market in the world. There is a vast, untapped opportunity for Payback and its partners.”
Speaking on their partnership Vibha Rishi, Executive Director Customer Strategy, Future Group said, “Joining Payback strengthens the key pillars of our businesses: scale, efficiency and customer orientation. With Payback, our customers enjoy an even more rewarding shopping experience while we further deepen our understanding of shopper's wishes and buying behavior. Future Group will benefit from Payback’s marketing platform with its proven track record in boosting customer loyalty and increasing sales substantially."
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Payback is India’s first and largest multi-partner loyalty program. Consumers and partner companies gain unprecedented advantages from Payback’s proven tools and processes. The largest partner portfolio and widest range of redemption points in India assure that members can not only collect points quickly from many partners using just one card but also easily convert them into attractive rewards. Companies benefit from Payback’s state-of-the art direct marketing and couponing services. Payback India has more than 30 retail and 20 online partners including Big Bazaar, ICICI Bank, HPCL and MakeMytrip.com.
Its parent, Loyalty Partner owns a majority stake in Payback India. Peepul Capital and ICICI Ventures are additional investors.
With 25.5 million active cardholders in Germany and Poland, Payback is Europe's leading loyalty program. Customers can collect points from hundreds of well-known partners; in-store, online and mobile and redeem these for vouchers, rewards, Lufthansa miles or donate them to charity projects. The very high redemption rate of 95 percent in Germany shows how relevant the program, its redemption channels and partner companies are for customers. Each year, Payback cards are used for sales amounting to around $26.7 billion in Germany.