Collectors go online
Internet users have recently been able to earn points on Swiss websites as well by Alessandro Monachesi. Similar to the loyalty cards used by major retailers, open bonus programs are intended to spark a craze for collecting points online. Two
Internet users can now also collect points on Swiss sitesby alessandro monachesiAlike the loyalty cards offered by major retailers, open bonus programs are set to spark collecting fever on the Internet. TwoSince recently, Internet users can also collect points on Swiss sitesby Alessandro
Monachesi
Similar to the loyalty cards offered by major distributors, open bonus programs are set to ignite collecting fever on the Internet. Two providers are currently competing on the Swiss market: Munich-based Webmiles AG and Bonus.net from ActiveAgent.
What is part of everyday life at Coop and Migros, and what banks have long used to make their customers' mouths water, is also on the rise on the Internet: Customer loyalty programs. In the United States, three quarters of all surfers are already chasing various loyalty points. Now the Swiss are set to get a taste for it too.
In November 2000, ActiveAgent launched its wholly-owned subsidiary Bonus.net in Switzerland. Bonus.net's first Swiss partner was the online media retailer Directmedia last December. Bonus.net's most important German competitor, the Munich-based company Webmiles AG, has meanwhile taken its time to enter the Swiss market.
Webmiles already announced its unofficial interest in Switzerland last summer. The company only recently announced its first collaborations on the Swiss market: Bluewin and Winner.ch offer their customers points for clicks that entitle them to rewards on the Webmiles website.
"It was clear to us from the outset that we would only enter into partnerships with big players," explains Katrin Teufelberger, Country Manager Switzerland
at Webmiles, the delayed market entry. Teufelberger manages the Swiss business from Munich. A branch in Switzerland is being considered, she explains. Bluewin and Winner will not be the only partners. Webmiles plans to announce further cooperations in the near future. Bonus.net is also about to enter into another partnership.
Customer loyalty in itself is not a new topic for Bluewin. Martin Sagmeister, responsible for customer loyalty: "We have strived for strong customer loyalty with our offers and products. What is new for us is the integration into a program." The creation of a position for Customer Relations Management illustrates the increasing importance that Bluewin attaches to customer care. "We would have liked to have developed our own customer loyalty program," Sagmeister continues, "but that is too expensive for us." Peter Strassmann from ActiveAgent agrees: "Only very large companies can afford their own programs. I'm talking about the size of a bank or Migros."
Immediately accessible premiums are important
Where prices are exploding, outsourcing is often the solution. The same idea underlies open customer loyalty programs such as Webmiles and Bonus.net. Strassmann explains: "A bonus program enables small websites to reach a critical mass of participants." Katrin Teufelberger believes that for a program to be successful, it must above all be transparent and easy to understand. In addition, the first rewards must be within reach, otherwise the customer will give up right at the start.
"A customer loyalty program for a portal is a European premiere," explains Sagmeister. Bluewin customers will initially receive points for games and feedback in the shopping directory. Later, Bluewin also wants to include the Bluemail and Bluemessenger services. "We can also use Webmiles to push special services in the future," reveals Sagmeister. For example, the new 55+ seniors channel? "Why not?" says Sagmeister, "our fathers were always passionate collectors."
Monachesi
Similar to the loyalty cards offered by major distributors, open bonus programs are set to ignite collecting fever on the Internet. Two providers are currently competing on the Swiss market: Munich-based Webmiles AG and Bonus.net from ActiveAgent.
What is part of everyday life at Coop and Migros, and what banks have long used to make their customers' mouths water, is also on the rise on the Internet: Customer loyalty programs. In the United States, three quarters of all surfers are already chasing various loyalty points. Now the Swiss are set to get a taste for it too.
In November 2000, ActiveAgent launched its wholly-owned subsidiary Bonus.net in Switzerland. Bonus.net's first Swiss partner was the online media retailer Directmedia last December. Bonus.net's most important German competitor, the Munich-based company Webmiles AG, has meanwhile taken its time to enter the Swiss market.
Webmiles already announced its unofficial interest in Switzerland last summer. The company only recently announced its first collaborations on the Swiss market: Bluewin and Winner.ch offer their customers points for clicks that entitle them to rewards on the Webmiles website.
"It was clear to us from the outset that we would only enter into partnerships with big players," explains Katrin Teufelberger, Country Manager Switzerland
at Webmiles, the delayed market entry. Teufelberger manages the Swiss business from Munich. A branch in Switzerland is being considered, she explains. Bluewin and Winner will not be the only partners. Webmiles plans to announce further cooperations in the near future. Bonus.net is also about to enter into another partnership.
Customer loyalty in itself is not a new topic for Bluewin. Martin Sagmeister, responsible for customer loyalty: "We have strived for strong customer loyalty with our offers and products. What is new for us is the integration into a program." The creation of a position for Customer Relations Management illustrates the increasing importance that Bluewin attaches to customer care. "We would have liked to have developed our own customer loyalty program," Sagmeister continues, "but that is too expensive for us." Peter Strassmann from ActiveAgent agrees: "Only very large companies can afford their own programs. I'm talking about the size of a bank or Migros."
Immediately accessible premiums are important
Where prices are exploding, outsourcing is often the solution. The same idea underlies open customer loyalty programs such as Webmiles and Bonus.net. Strassmann explains: "A bonus program enables small websites to reach a critical mass of participants." Katrin Teufelberger believes that for a program to be successful, it must above all be transparent and easy to understand. In addition, the first rewards must be within reach, otherwise the customer will give up right at the start.
"A customer loyalty program for a portal is a European premiere," explains Sagmeister. Bluewin customers will initially receive points for games and feedback in the shopping directory. Later, Bluewin also wants to include the Bluemail and Bluemessenger services. "We can also use Webmiles to push special services in the future," reveals Sagmeister. For example, the new 55+ seniors channel? "Why not?" says Sagmeister, "our fathers were always passionate collectors."
