RE: UKNM: Loyalty points

[Jeff Marshall]

Elizabeth Van Couvering said:

<What I don't get is, I've been shopping at my local safeway for years, using

a loyalty card, and never once have they tried to sell me anything.


Very good point.  Safeway has a control group so that they can analyse the

effectiveness of individual campaigns.  I understand that the control group

is a significant percentage of the loyalty card customers (more than 10%).

These people are never communicated with so that their shopping behaviour

can be recorded and compared to the rest of the world, who are eligible for

selection for campaigns.


You could try to register for a new card to try to move out of the control

group, but if your details all remain the same, you may find yourself being

de-duped against your earlier registration, ending up on the same partition

on the database, and still being in the control group.  Perhaps you'll have

to move house to get marketed at.  ;-)


One other thing, check your till receipt next time you shop in Safeway.

Some campaign communications are delivered through the EPOS itself. It's not

real time one-to-one, but candidates previously selected for a particular

campaign can be identified at the till when their card is swiped, and get an

offer at the bottom of the receipt.  Next punter through the till won't get

the offer, 'cus they don't match the target profile.


And finally, watch those hand held scanners.  They also know who you are,

and your shopping history.  Next step is for them to know which aisle they

are in (this is under development), so they can remind you when you pass the

toilet roll, and you haven't bought any for a few weeks.  No joke.


It's about time we got as serious as Safeway and the others about marketing

on the net. 

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