RE: UKNM: Internet Loyalty Schemes

[Marshall, Jeff]

Ken Cowley said:

 > I think the use of the term 'loyalty' is interesting.


Sadly, I have to support most of your comments Ken.  This has always amazed

me as well, even more so when you look at the way the supermarkets actually

use the terrabytes of data collected through their so-called loyalty

schemes.  Mining the data warehouse often leads to individual selection of

shoppers to benefit from cross-sell and up-sell campaigns which actually

reward lack of loyalty rather than the reverse.  i.e., we might live next

door to each other, have the same demographics profile, and similar shopping

histories.  But you might be selected for a voucher offering cheap beer

because you never buy it at the local sainswayco, where i buy it every week,

and therefore deselect myself from the campaign.  Loyalty - whoi needs it?


Jeff Marshall

WorldWide Web Services Limited

(a member of VIA Net Works Inc.)



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