What customers are looking for Is always in front of our eyes

We have come to a point where we have talked at length about all that the mechanisms and loyalty programs are and represent, Distributor side, we have said and we repeat that we have looked at a study of one of the largest companies in the world operating in the world of loyalty programs, Canadian Loyaltyone, which, annually, compiles a report where general, but then going into detail, describes the statistical data it collects within a very considerable and large sample of Distributors and end consumers.

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We then did some research, in-depth, on the consumer side as we believe they can greatly corroborate our work and so, in this case, we are going to mention two: one carried out by Selligent, a modern digital company, and the other by the University of Parma, which incorporates within it the Loyalty Observatory which, by now, has become a point of reference in Italy for everything related to the issues of loyalty and loyalty programs.

Let’s go and see what results we can talk about.

According to Selligent’s global observatory on consumer habits, 51 percent of users are willing to share their data in exchange for personalized user experiences; one could say that 51 percent represents only a little more than half of all users, not the entirety, but it is already a huge step forward, obvious especially today with all the GDPR and privacy issues.

You get a glimpse of the will of many people who, on the one hand, want to see their privacy protected as much as possible, although then maybe the same people on Facebook go and post, anything and everything, just about themselves and their family.

We go to the facts, however, and consider that if 51 percent of the users surveyed in the sample are willing to share their data in order to have personalized experiences, it means we are way ahead of the game; I personally am in that 51 percent who want to be profiled, want companies to know what I want because that way I can save time by receiving advertisements that are in line with my expectations and do not waste my time instead.


Clearly we have to see well within this phenomenon, we have to analyze it also at the age level, and for that we go to the next table:

As we can see, we find the age groups of 18-24 years, 25 to 35 years, 36 to 54 years, and 55 and up to 75.

As you can see, as age increases generally, perhaps partly because there is not much understanding of the phenomenon, then fears related to potential data sharing are generated and the willingness to share decreases.

While we are interested in all those consumers of the future, we definitely need to take a cue from this study and all these considerations, because we need to understand how from the 34-54 age group that is right at the fateful 51% (in terms of willingness to share their data in order to improve and personalize user experiences) to down with the other two age groups standing at 56 percent and 57 percent, respectively (in relation to willingness in sharing data), we can see how it is crucial to try to intercept what the underlying needs are (but we must first understand that we are dealing with just needs).

In fact, we are faced with evolved consumers, who have all the conscious will to let their interests shine through, to see their needs met, through all those actions that we have to implement in order to provide them with personalized discount proposals, each based on their own characteristics.

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