Karolin on the joy of reading as a gift

Since September 1, 2025, the Büchergutschein (book voucher) has been gradually replacing the Bücherscheck (book check) in our product range. In the future, retailers and bookstores will work with a common brand when it comes to offering the joy of reading as a gift.

We asked our colleague Karolin, who heads up the Büchergutschein product area, what the changeover is all about and why it is worth switching or getting started.

• The Bücherscheck is now called a Büchergutschein. Sounds like old wine in new bottles.
  Quite clearly: yes and no. The Bücherscheck is a unique voucher system. No other industry has anything comparable across retailers. And when an offer has served books faithfully for 44 years, it's time to move with the times. The Büchergutschein is therefore the perfect consequence: a modern name combined with a contemporary look. Honestly, that's what vouchers look like today. It also involves digital processes – from issuance to redemption and settlement. And the core remains the same: like the Bücherscheck , the Büchergutschein stands for the joy of reading as a gift and can only be redeemed at local bookstores.

• While the first new partner bookstores have already been secured, there is also criticism. What is it about?
  The business model has changed. The Büchergutschein is a digital voucher that has to meet different requirements than the analog Bücherscheck. Among other things, there can only be one issuer, which is now MVB. In future, bookshops will sell the voucher on our behalf and will no longer be the issuer themselves, as was previously the case. This also means that any unused credit will be transferred to us and will no longer remain with the bookshop.
  To compensate for this effect, we have reduced our commission share for operating the voucher system. In addition, all partner bookshops will receive a free sales display. There are also no costs for the gift cards themselves. This also applies to automatic restocking, which means that the Büchergutschein will never “run out” again.
  Another advantage of the Büchergutschein is the additional distribution channels via our retail partners. In addition, there is the PDF version, which is available online on a wide variety of portals. Unfortunately, none of this was ever possible with the paper Bücherscheck.

• Bookstores usually have their own gift certificates. Why should they also offer the Büchergutschein?
  Book vouchers are generally a great option for those who are short on time or undecided. They are a gift with guaranteed success. After all, the recipients can use them to fulfill their own wishes. And when it comes to books, the selection is huge, so there is something for every taste.
  However, a bookstore's own gift certificate loses its appeal if the recipient lives in a completely different region. This is where the book gift certificate offers the perfect solution, as it can be redeemed at bookstores throughout Germany. This makes giving the gift of reading pleasure a good option for this occasion as well.
  For participating bookstores, the system for the Büchergutschein is a give-and-take that offers customers a great service and also reaches new target groups. To give bookstores an additional service advantage over the issuing retailer, there are also sleeves for the Büchergutschein available, which allow the gift to be wrapped ready to go.

• What role did the pilot bookstores play where you tested the Büchergutschein in advance?
  An incredibly important role! Because we didn't want to simply roll out the beloved Bücherscheck with a new voucher that we had “come up with on our own.” It was important to us to test how it would work on site with interested booksellers who were willing to try something new.
  And what can I say? We received lots of valuable tips and suggestions that helped us make the new service even better for its official launch. These include, for example, the new minimum value of 10 euros and automatic billing via an online application, which replaces the previous postal delivery of vouchers. In future, all it will take is the famous “one click” to redeem the voucher.
  So, once again, a big thank you to the pioneers from more than 100 pilot bookstores who got involved with the Büchergutschein last fall. You guys are great!

PS: With a little luck, you could win a Büchergutschein at the Frankfurter Buchmesse – provided you stay until Saturday evening and make your way to the foyer of the Harmonie hall. Our wheel of fortune will be waiting for you there before the TikTok Book Awards ceremony begins (6:00 p.m. to 7:00 p.m.).

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