Big Loyalty Data: Harnessing Your Greatest Marketing Asset
Loyalty technology is developing at an ever accelerating pace. The rise of smartphones, cloud computing and big data have compounded to create exciting opportunities for loyalty programs. No surprise then that a flock of loyalty startups have surfaced, each with their own unique spin on rewards, incentives and loyalty schemes. While most focus on small business, the impact higher up the food chain is taking hold, transforming the way larger enterprises approach loyalty. Chief among the impacts of this transformation is recognition of the value tied up in loyalty data. Unlocking actionable insights from loyalty data has become a primary goal of any new program launch or program overhaul. While increasing shopping frequency – the “share of wallet” – is still a prevalent goal, the focus on using loyalty data to drive business and marketing decisions is stronger than ever. Recent launches of OneCard credit card, AirPoints credit cards and…