SIR; Loyalty schemes, as the name would suggest, are intended to boost customer loyalty and enable businesses to know who their customers are by understanding their shopping and preference information.
Associated implementation and maintenance costs restrict the use of such schemes to retailers with very deep marketing budgets.
That said, there are thousands of businesses that would benefit from the information generated by such loyalty schemes but just cannot afford to implement one. Given that they typically operate by asking customers to exchange information about themselves in return for updates, discounts and money-saving offers, I would suggest it is possible to achieve this via a shared resource.
A technology is needed that allows businesses of any size to deliver promotions in a highly targeted, cost-effective and measurable manner.
It sounds ideal, but many existing marketing services - including loyalty schemes - still fail to hit this nail on the head.