In Germany, the popular PayBack coalition loyalty programme has signed its latest sector-exclusive partner: telecoms operator Deutsche Telekom. As a result, the country's 20 million+ PayBack customers can earn loyalty points when they sign either a landline or mobile contract (including both post-paid and prepaid mobiles) with Telekom. This article is copyright 2013 The Best Customer Guide.

The benefits to the consumer are perhaps obvious, but Telekom is also to benefit from the partnership, having new access to the PayBack programme's multichannel marketing platform to provide additional sales opportunities nationwide.

The partnership was signed for an initial period of three years and applies to the 750+ Telekom shops, a dedicated telephone hotline within Germany, the PayBack and Telekom web sites, and other selected PayBack retail partners (such as dm-drogerie markt, Real, and Aral) for prepaid mobile products.

"This partnership is an important way for us to open up new customer potential," said Dr Dirk Wossner, managing director of sales for Telekom Deutschland GmbH. "We will use the potential offered by the PayBack media platform to the full, as it gives us an opportunity to combine reach with personalisation and to run innovative marketing strategies across all channels."

Programme members are to be offered Telekom products via printed mailings, e-mail newsletters, the PayBack app, printed and electronic coupons, and the programme's website and Facebook page.

In Germany, PayBack's 20 million+ members can use one loyalty card to collect points from over 600 companies in-store, online and via mobile, and also to redeem those points for vouchers, rewards, Lufthansa miles, or to donate them to worthy causes. In 2011, card holders collected points worth €160 million and have since redeemed 97% of those points.

Deutsche Telekom currently serves more than 131 million mobile customers, 33 million landline connections and over 17 million broadband connections. The company is represented in almost 50 countries and employs over 230,000 people worldwide.