LOYALTY CARD DATA

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.