Above the 300-billion threshold

Managing director Norbert Hovanyecz told our magazine that in 2011 SuperShop and its Partners focused on consumers’ reactions to economic difficulties, instead of the difficulties themselves! SuperShop was emphasising price discounts and prize games in its communication.

These helped SPAR to keep its customers and stable sales, OMV also did well and OBI managed to grow considerably. Last year another 200,000 people became card holders and half of SPAR’s turnover was realised through SuperShop card usage. In 2011 card holders generated a total turnover of HUF 300 billion through 80 million transactions. In a difficult year SuperShop implemented many CRM campaigns with their partners, Wellness Accommodation joined the SuperShop programme and the company started communicating via Facebook. Mr Hovanyecz told that they took a step forward technology-wise too: by November 2011 POS terminals were equipped with PayPass readers in all stores of the SPAR Group, so those with an ERSTE-SuperShop card can collect points more comfortably. In 2012 SuperShop’s goal is to increase the number of card holders and to learn more about their consumption habits, in order to come up with customised activities and messages.