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Beyond loyalty: Why retailers track your every purchase - The Globe and Mail
OMAR EL AKKAD AND JOSH KERR

The Globe and Mail

Published
Friday, Jul. 19 2013,

Using variants of the same tools that banks and insurance companies use to detect patterns of account fraud, retail chains in Canada and the U.S. mine their customers’ shopping patterns looking for opportunities to personalize the shopping experience. For example, earlier this year, Shoppers began rolling out a personalized e-mail brochure to each of its loyalty card customers. The e-mails often contain offers not found in their general flyers, as well as limited-time discounts on the sorts of products that individual customers have purchased in the past.

“We’ve had the data for a while now and it has allowed us to make improvements within the store format, but now we’re taking it to the next level,” says Tammy Smitham, vice president of communications and corporate affairs at Shoppers. “We’re giving them exactly what they’re shopping for.”
retailers  customer_loyalty  Omar_el_Akkad  SAS  data_mining  massive_data_sets  store_footprints  Loblaws  Shoppers  personal_data  loyalty_management  Turnstyle 
august 2013 by jerryking
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