[ad_1]
According to research, about 97% Customers now have at least one loyalty card. By using a card, you can get a good discount, the other is to accumulate points or pennies in a grocery store, and so on.
Shopping malls know the information of customers
Customer loyalty cards are not only a benefit to shoppers, but also a benefit to merchants. . They increase sales, encourage customers to come back and buy again and again, taking into account the needs of customers to create the desired brand image and increase brand awareness.
In addition, supermarkets a profile). They know your place of residence well, as well as the phone number or e-mail address; They even know what kind of breakfast you like the most and which shampoo you wash your hair. And that's not really your goal, but the computer databases of the big supermarkets that collect data about each customer and their buying habits.
Every retailer uses this data in a very different way. According to the needs of customers, they compose their entire range of products (a customer who buys in the center of Vilnius after visiting the parents of Pakruojis will surely not find the liver paste gay or freshly squeezed pomegranate juice in the mall of this city). Other supermarkets in the stores have installed terminals that, given the loyalty card holder's purchasing skills, provide him with the most appropriate offers
The use of customer data is it legal? Particularly careful and do not give it to anyone else. The customer even has the right to choose whether to submit his data. Anyone wishing to purchase a card must complete a form in which they may or may not accept that their personal data are processed in accordance with the procedure provided for in the laws of the Republic of Lithuania and in the questionnaire. If the customer does not agree, his details are not entered in the shopping center's database.
The customer's supermarkets complete the questionnaire after learning the personal data in their mailbox to send their product catalogs (they can be sent to the customer). and by e-mail) or write a short message. But really everyone does not want to find a lot of broken ads in their inbox, or get the best deals on the phone at night. Such active intervention by supermarkets may constitute a violation of the right to privacy by such active participation of supermarkets.
In contrast, the user himself discloses his personal data in a statement of loyalty as he was willing to use them for advertising purposes. As a result, various promotional flyers are sent, and messages or short messages can be considered privacy violations only if they can not be easily abandoned. For example, each e-mail or promotional message could and should have a brief instruction on how to behave to refuse it. If a person needs to take care of himself, it becomes uncomfortable and creates additional problems.
Of course, there are also supermarkets that do not collect customer data: they do not send messages, do not give personal suggestions. They are enough for customers to simply appreciate the discounts they offer and they are more likely to visit them in a particular store.
Intention – Individual offers to customers
Loyalty cards are extremely popular not only in Lithuania but also worldwide. The first cards of this type were launched by the famous British Tesco. It sends more than 13.5 million customers each year. discount coupons, including 7.5 mln. adapt to the needs of individual users. It has turned out that even 20% Buyers use these coupons.
It is really hard to get such impressive results in a small Lithuanian market. In addition, only a very small portion of shopping center offers in Lithuania are tailored to the individual consumer and, in general, the same messages are sent to all buyers. They are often aggressive and uninteresting for the consumer. After all, customer loyalty is only achieved when supermarkets offer a specific offer to a particular person. For example, dog lovers or cats offer a discount on pet food and a couple that does not have a child. Without a doubt, you have to spend a lot of time and money watching all the data carefully, following their changes and customizing tailor – made offers. The Tesco UK shopping center mentioned above allocates approximately 0.8% per year for the formulation of individual offers. his business figure.
[ad_2]
Source link
