GETTING TO KNOW YOUR CUSTOMERS
MELISSA DESMOND, Group Partnership Director at Nectar, explained the benefits of loyalty schemes to the Railway Study Association
Our role at Nectar is to help brands better understand their customers and to reward their customers for their loyalty. The loyalty card is just one tool to help our partners understand not just who their customers are, but also why they use a particular brand or service.
It is the data and insights yielded by the scheme that has persuaded groups such as Virgin and FirstGroup to offer Nectar points on ticket purchases. Incorporating the swipe of a Nectar card in a transaction can allow for insights to be gleaned from a purchase, which would otherwise have been anonymous.
In turn, this allows for a better understanding of the customer. This could be in the form of understanding:
■ to whom marketing material should be directed and when it should be sent;
■ evaluating which customers are most likely to purchase and the level of products or services they could be willing to buy;
■ how likely they are to use digital media.
ONE CUSTOMER: MORE THAN ONE TYPE OF JOURNEY
Many companies use segmentation to better understand and communicate with their customers…
