Customer payment data: what you need and where to get it

In the loyalty business, the strategic collection and use of customer data are crucial for creating successful programs that retain customers by adding genuine value. While data has always been central to loyalty initiatives, recent trends emphasize the importance of the types of data collected and how they are leveraged creatively. Programs like Starbucks Rewards exemplify effective data usage by offering customers multiple avenues to earn rewards, thereby collecting valuable data. However, increasing consumer awareness and tightening regulations necessitate careful consideration of data collection practices. Consumers are generally open to sharing shopping preferences for personalization but resist sharing more sensitive information without clear benefits. To navigate this landscape, businesses must focus on obtaining granular, real-time, and comprehensive transaction data, with methods such as card-linking emerging as a viable solution due to its ability to provide detailed, real-time insights without excessive friction. Selecting the appropriate data source tailored to business needs is essential for developing engaging loyalty programs, and resources like eBooks can offer guidance on these choices.

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