@Maryam, not to be creepy, but I thought about you the other night when I was picking up a pizza for dinner at a little restaurant nearby. This is one of those places that give you a free pizza for every 20 coupons you collect based on your pizza purchases. It still gives out those paper coupons to collect, but I also saw that it now also offers the Belly loyalty program you wrote about for us a while ago: Belly Ups Loyalty Quotient for Small Shops. I was quite impressed it'd gone so "high tech" with its loyalty program!
I do have quite a few loyalty cards. I like the ones that actually give me a benefit. Some really give consumers very little in return. I recently read an article about large supermarket chains eliminating loyalty cards because they didn't really have a use for the data and customers didn't find it very beneficial. I think that tiered loyalty that offers true rewards is the future of loyalty marketing that will truly create loyalty.
@tinym, interesting. Did you buy a latte while you were at it? I don't recall the scanner at the Starbuck's being a Target scanner at the store I frequent. But I'll have to look next time I'm there. I also can't imagine a situation where I am that would have the Target lanes full and not the Starbuck's counter, too. Occasionally I am tempted to get a coffee after shopping, but the lines there usually serve to make me think twice about that -- and skip it.
Pierre, you are absolutely correct. Data collection is merely the first step of many and the raw data is meaningless. I suppose that many executives don't want to appear left out of the big data push so they at least collect data until they can develop a plan. In the void!
True point - plus the main objective is making that data work effectively through analysis. Collection means nothing without the proper investment, and right now that nvest is still a struggle, given the flack about Big Data. Not against it, but many execs are hesistant to invest in people and resources, or to organize themselves to make a difference with Big Data.