LOY­ALTY CARD DATA

Inside Franchise Business - - Franchise Basics -

For each loy­alty point you award cus­tomers, you can col­lect in­for­ma­tion about their shop­ping habits. This can be lev­er­aged in many dif­fer­ent ways in ad­di­tion to pro­vid­ing very tar­geted of­fers.

You can un­der­stand if a par­tic­u­lar cus­tomer re­sponds bet­ter to vouch­ers or pays by credit, debit card or cash.

If your cus­tomers are part of loy­alty pro­gram, you can build up their de­mo­graphic and psy­cho­graphic pro­file, what is bought, how much they spend, where they live. You may just find gaps in the mar­ket and mar­ket in the gaps us­ing this strat­egy.

Sameer Babbar is CEO of strate­gic an­a­lyt­ics firm SVB Group and works with fran­chisors on lo­ca­tion anal­y­sis and an­a­lyt­ics.

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