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Data quality important for personalised offers from Boots?
Dec 8 2011, 10:02 AM
Data quality could prove vital for a new campaign set to be introduced by retailer Boots, which aims to offer more personalised rewards to users of its Advantage Card.
According to Marketing Week, the scheme intends to provide customers with offers tailored to the brands they favour at the checkout and will be developed over time making use of data.
It marks a change from the generic vouchers currently offered at tills.
Commenting on the plans, Elizabeth Fagan, Boots' Marketing Director, stated it is a way to make people feel more "personally rewarded" and make the offerings of the loyalty scheme even better.
"Customers have to feel that the brands they support are as loyal to them as they are to the brands," he said.
Data quality may also prove useful for the Game Group as Marketing magazine recently reported that it hopes to reach the distinct kinds of customers that use its Game and Gamestation stores with a new promotion. 
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