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Customer data linked with in-store purchases
Jan 9 2012, 13:38 PM
Credit card-linked marketing is set to become a more prominent marketing strategy, as businesses extend their data quality solutions to in-store shopping, according to Destination CRM's Marc Caltabiano.
Tracking the number of new customers, returning customers and the basket size of customers has been a long-established enabler of marketing techniques on the internet. However, when it comes to in-store behaviour, this task becomes a little more arduous.
That is why made-to-measure credit card offers look set to appear imminently on the marketing scene. With high-street sales figures decreasing in the wake of the online-shopping revolution, businesses are doing all they can to entice shoppers back into the shops. Enhancing your data, at a street level, could be the way to reverse the declining trend.
New ad networks are now able to link customer expenditure with rewards by using credit card data. Businesses are then able to reward consumers through a range of online 'card' marketing channels, such as bank web sites, airline emails and browser apps.
According to Caltabiano, the appeal of this scheme is that "they promise bonus rewards in their currency of choice, just for swiping a card already in their pocket or wallet".
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