We came to a question …. Indeed, perhaps more than a question is an implicit answer, namely how we can summarize what the future scenarios will be.
To do so, let us start with a premise: the whole world is obviously moving more and more toward the digital world, and this is because today’s technological and digital tools offer the widest possibility of systems integration and interactions with users-something that is more difficult to do with traditional systems.
To do this, it is obvious that a number of large investments will have to be directed toward modernizing systems.
This does not mean putting away or throwing away everything that is being used and we have available to us today, but instead it means (as we really like to emphasize in all circumstances), integrate… integrate and integrate…
Integrating the traditional to the digital, integrating the old digital technologies to the new, is therefore, a very important aspect that should not be underestimated, and should instead, in our opinion, be placed at the center of all attention, given that we have at our disposal, a boundless reservoir of information of all that data from loyalty cards, and data from all loyalty initiatives, all that we have tracked historically over the years, and that today, often remains silent within the archives of the various companies.
This happens because it all starts precisely with data, and the data we have at our disposal is equivalent to a gold reserve like that of national banks, a reserve that is made up of all the historical data of the various fidelity cards, the tools with which we have recognized and tracked consumers over time (of course we are referring to databases related to loyalty cards that are not common but available, their own, to every commercial establishment or chain of establishments that has used such a tool to track its customers over time), in that we have virtually tracked everything about their relationship with our point of sale, over the years.
In reality, we have not yet tracked these behaviors and purchases, only stored them, so we have tons of data ready to be “processed” by those who could derive important data (KPIs) from it and could also study the behavioral pattern of each individual customer.
Working on billions of data is not a simple matter; we are not querying a simple cookbook where the answers can be boundless and immediate… querying a complex database involves special software and structures as well as for making queries (queries, complex and repetitive).
Constantly knowing what one’s consumers are doing and being able to aggregate the data is not only complex but must be done with the right tools.
Of course, knowing that we have what we need from a “raw material” standpoint (i.e., historical loyalty card data), and not knowing how to use it by deciding to leave it aside ready only to be erased should not even be a thinkable option.
That’s it! A big investment has to be made from this point of view so there is an absolute need to be able to operate on this big data to profile and to make sure that there are behavioral patterns that can suggest to us what actions to take.
Just addressing this issue, we throw the pebble to deal with the next point, which is how we can keep an eye on loyalty cards precisely with respect to this aspect that, in our opinion, is definitely important.
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