Why loyalty schemes can be clubs that work for everyone
Yes, supermarkets get our data when we use clubcards, and use it to market to us – but that data also helps them bring costs down. So, is it worth it?
Have you heard the parable about the beer and the nappies?
There’s an urban myth that, back in the 1990s, US retail giant Walmart combined data from its loyalty card and point-of-sales systems with the aim of learning who bought what, when and where.
This in turn churned out an extensive list of correlations in consumer habits. Some were obvious: those who like gin tend to buy tonic, lemons and ice. Others, less so.