More than two million card holders in the SuperShop Programme

SuperShop Loyalty Programme is 10 years old and celebrates with more than 12 billion points and 2 million cards issued. We talked to managing director Norbert Hovanyecz. T. M.: – What were the most important events in the SuperShop Loyalty Programme in 2010? • H. N.: – In the field of FMCG this was the first year that shoppers could use their cards in Spar stores. The number of SuperShop card users kept growing: about half of Spar’s turnover is realised by these shoppers. Erste Bank became a partner, Burger King expanded the programme to all units, but points could be collected at OMV petrol stations, Obi stores and in Patikapont pharmacies. • T. M.: – The card offers a wide range of promotion opportunities. Which were the most memorable last year? H. N.: – We organised programme-level promotions, which are perfect for stimulating cross-usage. We had the Winner Card promotion and of course partners organised their own promotions, e.g. Spar with the one for collecting extra points – an added value for brands as opposed to price reductions, which harm brand image. • T. M: – In which fields do you see room for development in 2011? H.N.: – We would like to increase the number of both partners and card owners. We also aim at monitoring card usage for acquiring valuable information about the consumption habits of the 2 million SuperShop card users.