The German pet supplies company Fressnapf has become a partner of the nation's popular Payback loyalty programme, in a bid to become the country's 'go-to' supplier for everything related to pets and animals. This article is copyright 2015 The Best Customer Guide.

From now on, Fressnapf customers are able to collect Payback points with every purchase eligible for a discount in 865 retail locations throughout Germany, as well as through the company's online shop.

Payback members earn 1 loyalty point for every 2 Euros spent at Fressnapf, and will also be provided with a number of special offers from time to time.

"Animals are a highly emotional subject. Owners spend a lot of time and effort looking after their cherished pets," noted Bernhard Brugger, CEO for Payback Europe, who feels that Payback points will help make that special relationship even more rewarding. "Fressnapf's operations comprise more than 1,400 specialised markets in 12 European countries, where they mostly do business under the Maxi Zoo name."

"True to our mission statement 'Happier pets, Happier people', we want to get to know and understand our customers better. With Payback we can address their individual needs even more specifically and make them the focus of our daily business across all channels," explained Alfred Glander, Fressnapf's director of cross-channel marketing. "We can also reward customers with targeted vouchers and special offers with numerous benefits. With this, and with the personal, needs-oriented consulting service that we provide both online and offline, we can offer both new and existing customers special added value as the best place to go for animals and animal lovers."

The Payback card is currently used for more than 3 million transactions per day. Customers can currently collect points at more than 650 participating companies offline, online and mobile, including REWE, Thalia, Opel and Deutsche Telekom. Payback currently has a household penetration rate of 54% in Germany, with some 6 million customers also using the programme via mobile apps.