A holistic view of the customer is needed, says Informatica.
Retailers need a loyalty scheme for the future, to leverage social media data and the Internet of Things to offer more personal benefits to their customers, claims Informatica.
Following Graham Ruddick’s commentary in The Telegraph questioning the relevance of Tesco’s Clubcard, data integration experts have spoken out.
"The loyalty scheme is not dead but it is now time for retailers to re-think how they interact with their customers," said Greg Hanson, senior director EMEA technical operations, Informatica.
He says that points schemes and vouchers are no longer good enough to sway a customer when they can find cheaper prices elsewhere.
"Understanding an individual’s network rather than just simply their own transactions illustrates trends identifies new opportunities. This can be achieved through the integration of social media data into a holistic view of the customer. Combining this with an awareness of their mobile devices retailers can create personalised content and offers," said Hanson.
"Furthermore, this can be done in real-time to offer in-store promotions when individuals are actually in that store, creating a buying experience not seen before and one which will surely create loyalty."
Picture courtesy of QPark