Customer loyalty programmes and the customer data

Data from the Customer Loyalty Programmes is a rich source of information on the current transactions, products and purchasing behaviour in general. Within the framework of Customer Loyalty Programmes, retailers use customer cards. Participants receive certain discounts and other benefits, in return for which the company binds them to itself as far as possible. Using the so-called shopping basket analysis, the company registers the purchases of customers who make them by providing their customer card. Thus, the company receives detailed data on their purchases and can plan further marketing measures and similar things. Members of Customer Loyalty Programmes must be informed about this detailed data gathering in a transparent way. They can directly influence the gathering of their shopping basket data by showing or not-showing their customer card when making a purchase. The non-provision of customer card can now be compensated: those who are located in the shop area can be automatically connected with a transaction in the cashier system with help of an installed App and Beacons.

Joining Customer Data

The term data consolidation is taken from the financial field and aims to join equivalent data and adjust redundancies. Data in the form of digital information is assumed by a company in many different formats. It is included in variously deep-rooted private and mutually used databases. The company wants to establish a centralised address database, a transparent contact history and a customer-oriented work flow, as well as standard processes. Customer Relationship Management (CRM) systems are established to achieve these goals. The present challenge is to use these sources of data in a way showing which customers use which channel. These traces can only be combined if the same customer number, e-mail address, name, telephone number or address is provided in different sources. With the help of intelligent algorithms, the same contact data and duplicates can be joined on the basis of these characteristics. Besides them, sources that are not explicitly enabled by customers can also be used, such as social networks, the commercial register or other sources like forums.

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