Success factorsspectacular increase of 272% in transactions: -- ERG trade data forum

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Date Posted: 05:57:03 02/25/03 Tue
Author: Interpay analysts bring forwardnumber reasons Netherlands
Subject:

Success factorsspectacular increase of 272% in transactions:

http://www.protonworld.com/casestudies/dompurse_nl_factors.htm
Success factors
Interpay analysts bring forward a number of reasons for the spectacular increase of 272% in transactions:
The year of the Euro introduction raised high expectations and indeed, the effect was considerable.

Fearing that cash money would fall short in the first days/weeks of the Euro introduction, many people loaded their Chipknip as backup. A fully loaded card in their hands prompted people to use the chip card when shopping. And once used to �chip�, people continued to use the system.

The new currency brought on painstaking calculations and many new coins and notes: just pushing the green button on a Chipknip terminal showing the required amount was much easier and quicker.

Upon the introduction of the Euro also, several local authorities introduced payment by Chipknip for their parking facilities and other municipal services. In Pumerend, Nijmegen and Rotterdam, cash payments were banned completely and the only way to pay for parking in the streets is Chipknip.

Chipknip was introduced in social care institutions for senior citizens and homes for the elderly nationwide, thus addressing a specific new group of cardholders.

Interpay and the Dutch banks did invest heavily in promoting reload of the card through a number of extensive & specific advertising campaigns that made use of radio, TV and billboards.
April 2002: Chipknip action in co-operation with McDonalds, who installed reload terminals in all its outlets.
November 2002: a national campaign using a TV commercial, advertising and leaflets to promote loading Chipknip. At every recharge cardholders had the chance to win 100� (1000 winners). The campaign included a short course on the simplicity of reload.

Throughout the year general marketing campaigns were conducted for all types of electronic payment facilities, explaining to cardholder its convenience and security. This influenced a generally increased use of cards.
Launch of 2 TV commercials in which the convenience, security and speed of electronic payment transactions in general are made clear. And making use of the general perception that the Euro filled our purses with too many coins again.

The Prepaid Chipknip cards that were launched for the first time end of 2001 were sold massively as parking cards in certain regions (where cashless parking had been introduced). After a while cardholders realised that they could have the same functionality with their bankcard, free of charge.

Large retail chains like the Netherlands� biggest supermarket Albert Heyn started accepting Chipknip payments in its outlets nationwide.

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Replies:

Re: Success factorsspectacular increase of 272% in transactions: (NT) -- April 2002: Chipknip action in co-operation with McDonalds, 06:07:24 02/25/03 Tue
Large retail chains like the Netherlands� biggest supermarket Albert Heyn (NT) -- started accepting Chipknip payments outlets nationwide., 06:09:16 02/25/03 Tue