Payback (loyalty card)

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Payback (The Loyalty Card)
Industry Internet
Founded Launch in Germany(2000)
Launch in Poland(2009)
Launch in India(2011)
Launch in Mexico(2012)
Launch in Italy(2014)
Founder Alexander Rittweger
Headquarters Munich, Rome, Warsaw, Bangalore, Mexico City
Area served
German,Poland, India, Mexico, Italy
Key people
Bernhard Brugger (CEO)
Dominik Dommick (CMO)
Markus Knorr (CFO)
Services E-commerce
(Online shopping) Multichannel Marketing, Big Data, CRM, Couponing, Performance Marketing, Customer Cards, Mobile Marketing, Loyalty Marketing
Website Payback Global Site
Payback Reward Site

Payback is a loyalty program scheme launched in 2000 by Metro AG in Germany[1] and has the largest market share.[2] It had a turnover of 190 Million Euros in 2007. In 2000, Payback was awarded the Big Brother Award in category business and finance.[3]

In 2010, I-mint, India's leading rewards programme was taken over by Payback and as of 1 Jul 2011, I-mint has been rebranded as Payback India, thus formally launching this loyalty programme in India.[4]

Payback launched in Poland in September 2009.[5] Payback Mexico launched in 2012.[6]

In Italy, Payback launched in 2014,[7] replacing existing loyalty programs such as ESSO's Extras and Carrefour's SpesAmica.


The idea for PAYBACK came about through Alexander Rittweger’s work as a consultant to Deutsche Lufthansa, where he advised on the Miles & More frequent flyer programme. Rittweger developed a well-researched business plan for a cross-sectoral and cross-media bonus scheme. Jürgen Weber, then head of Lufthansa, was the first to be inspired by PAYBACK. The concept also went down extremely well with Roland Berger, his employer at the time. In the spring of 1998, Rittweger founded Loyalty Partner with three members of staff and no venture capital investors.

Leading offline and online companies as partners

Loyalty Partner’s first task was to find strong partner companies for PAYBACK which would be relevant to its customers. In order to ensure that the programme would run smoothly for consumers and providers alike, two elements were important. Firstly, the alliance of partners needed to operate across different sectors of the economy and incorporate different media. Secondly, all the partner brand names needed to fit neatly with the core ethos of the PAYBACK brand name. “We have always remained true to our goal of only working with top companies from the retail and services sectors”, says Rittweger. Metro AG, real,-, Galeria Kaufhof and companies like Apollo-Optik all agreed to join the scheme. PAYBACK’s key selling point was its cutting-edge concept for building customer loyalty. Over 500 companies are now on board, and the partner portfolio continues to expand in line with customer needs. The PAYBACK Visa credit card and the PAYBACK Maestro card with payment function offer customers even more advantages and possibilities to collect points worldwide. After eight successful years on the market, the PAYBACK brand became a GmbH in August 2008. As part of a comprehensive reorganisation of the entire Loyalty Partner group of companies and all areas of business, the former Loyalty Partner GmbH was renamed PAYBACK GmbH. The management team comprises the long-standing PAYBACK managers Bernhard Brugger as CEO Central Europe, Mathias Entenmann as Spokesman of the management board, Kai Klippel as CEO New Markets and CIO Andreas Berninger. Under the reorganisation, Alexander Rittweger became CEO of the management holding company.

The "new" PAYBACK: international and digital

Öffnet externen Link in neuem FensterPAYBACK Poland (Start in 2009) and Öffnet externen Link in neuem FensterPAYBACK India (Start in 2011) give proof of the process of internationalisation and digitisation as well as the company's transition from traditional loyalty programme to multi-channel marketing platform which has been forwarded at PAYBACK in recent months. This makes it possible for PAYBACK partners and the advertising industry to realise communication activities with virtually no coverage losses. Each year, 60 million personalised direct mailings and 310 million email newsletters are distributed. Over 90 per cent of the PAYBACK members open and read these because they are tailored to their needs and offer real added value. In 2010, card holders collected points worth a total of EUR 160 million and redeemed 95 per cent of them. This year, a billion coupons will be distributed via the PAYBACK couponing platform, making PAYBACK Germany's leading coupon platform. In mobile couponing, PAYBACK is even No. 1 throughout Europe. Success here is based on the transparent added value that is offered to customers. The app – available for all smartphones – means that customers always have coupons to hand. It also identifies PAYBACK partners in the local area that are offering discounts and point promotions and gives customers an overview of their current points balance.

Now knowledge carrier for marketing and couponing at American Express

The success of Loyalty Partner and PAYBACK is based on anticipating the needs of its two key target groups – end consumers and companies. As a subsidiary of the international credit card operator American Express, Loyalty Partner is now the centre of expertise for marketing and couponing platforms within the Group. This partnership – comprising 89 million cards in 140 countries – creates one of the world's leading loyalty management companies.

PAYBACK - The Trialogue Company[edit]

From Dialogue to Trialogue Triple success – online, offline and on the move PAYBACK has enhanced its customer communication and now communicates simultaneously via all three customer channels: online, offline and on the move. The result is highly efficient multichannel marketing that reaches over 20 million customers in Germany, providing tailored and highly relevant offers. Get to know your customers, their purchasing patterns and what they actually need with PAYBACK.

Partner Brands[edit]

Points rewarded according shopping

Partner Brand Name Points Earned
American Express Up to 7 Points per Rs.100
Big Bazaar 2°Points per Rs. 200
Bookmyshow 4 °Points per Rs. 100
Brand Factory 2°Points per Rs. 200
Bru World Cafe 20°Points per Rs.100
Carzonrent 8 °Points per Rs. 100
Central 1°Point per Rs. 100
eBay 1°Point per Rs. 25
eZone 3°Points per Rs. 200
Firstcry 4 °Points per Rs. 100
FLF (Future Lifestyle Fashions) 4 °Points per Rs. 100
Food Bazaar 2°Points per Rs. 200
Foodhall 3°Points per Rs. 100
Formula 1 4 °Points per Rs. 100
Future Bazaar 3°Points per Rs.100
Home Town 4°Points per Rs. 200
HPCL 1 °Point per Rs. 100
ICICI Bank - Credit card Up to 6 °Points
ICICI Bank - Debit Card Up to 10 °Points
ICICI Bank - My Saving Rewards °Points on Net Banking trxn
Jabong 8°Points per Rs.100
Makemytrip Up to 3 °Points
Naaptol 4°Points per Rs. 100
Pantaloons 1
Perfume 2 order 8°Points per Rs.100
Samsung Up to 6000 °Points
Surat Diamond Jewellery 8 °Points per Rs. 100
Trident Privilege Transfer Point
UniverCell 3 °P per every Rs.200
Vodafone Redeem your °Points
  • ^1 :No PAYBACK Points will be issued during the End of Season Sale period (from 1st Jan to 15th Feb 2015).


  1. ^ "One Card With Double Advantage". Retrieved 2008-08-31. 
  2. ^ "In the press". Retrieved 2008-10-01. 
  3. ^ "Award winners" (in German). 2006-08-28. Retrieved 2008-10-01. 
  4. ^ "Payback's branch in India". 
  6. ^
  7. ^

External links[edit]