The true extent of the value that companies can derive from data is still being explored. But customer data that enables brands to target consumers on a more individual level gives those brands an immeasurable advantage through increased relevance and minimized risk. As a result, companies have started to move away from the traditional points-based loyalty model as the key indicator of a loyalty programme’s value.
Sonja Fourie, Head of ABSA Rewards and VAS explains, “Loyalty in SA is following the global trend of moving away from pure rewards, earn-and-burn programmes to personal and personalised interactions that stretch further than just name personalisation in emails towards big-data analysis of individual consumer behaviours and needs and the subsequent addressing of those needs”.
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