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The-Customer-Loyalty-Program-The-Mobile-App-Your-Data-and-You.pptx
- 1. Gail L. Maunula University of Turku Faculty of Law gaimau@utu.fi The Customer Loyalty Program The Mobile App Your Data & You
- 2. Source: ECREBO. The UK Loyalty Landscape, 2016. www.ecrebo.com. Rewards vs. Loyalty Although they may still use them frequently, just under half of Brits (49%) said they would be more likely to participate in loyalty schemes if they didn’t need to carry a loyalty card. Nearly 9 in 10 (89%) of UK respondents say they would prefer to spend their money with a brand whose loyalty scheme was quick and easy to use. One of the complaints about the sign-up process was that it was “yet more paperwork.”
- 6. Targeted/tailored interactions with customers Goes beyond POS contact Mimic the experience today’s tech savvy customer expects Seamless in-store and mobile app experience
- 7. A Balancing Act Retailer Benefits Customer Experience & Benefits Data Requirements & Sensitivities ● Strong, loyal customer base ● Maintain sales ● Differentiation from competition ● Creating entry barriers ● Personalized rewards, discounts and correspondence ● Aggregate multi-vendor rewards ● Ensuring the balance between legal requirements for consent and transparency ● Consent and transparency trigger data sensitivities
- 9. Source: “Privacy and competitiveness in the age of big data: The interplay between data protection, competition law and consumer protection in the Digital Economy”. The European Data Protection Supervisor. March 2014. www.edps.europe.eu
- 10. Examples of data permissions needed for loyalty apps The Data Trade-off ★ Device & app history ★ Identity ★ Contacts ★ Location (approximate & fine) ★ Photos / Media / Files (read & modify) • Storage (read & modify) • View Wi-Fi connections • Receive data from internet • View network connections & full network access • Control vibration • Prevent device from sleeping Data is the “currency for purchasing free services.”
- 11. Achieving Data Consonance ● Sustainability and expansion of mobile app delivered loyalty programs is a matter of creating harmony and finding the right frequency between customer expectations of services and the distillation and presentation of relevant and mandatory.
Editor's Notes
- Gamification The GDPR will result in changes to how privacy statements should be presented and what they need to include
- Use the GDPR to We are going to move towars awareness and greater transparency with GDPR, this is a challenge for the efficiency hoped for with mobile apps
- Armed eith statistics that show the impact of loyalty programs on customer purchasing and customer retention, it is clear that the mobile app is the appr
- Logic and architecture AND PRESENTSRION. The relationship created with the loyalty program still has a goal Important to convey this to the consumer
- Targeted/tailored interactions with customers: Personalized discounts
- Consent triggers data sensitivities Multi vendor HOw far to go with personalization? What services to deal with on the anonymous data level? (minimize identifiable personal date held) - not only for compliance with the GDPR, but also to protect the customer perception Distrust through overload of services. How to tailor services to each consumer based on individual consent Consent gives the consumer a choice, but sometimes the introduction of this choice raises red flags
- Use the GDPR to Multi vendor Gamification
- Use the GDPR to We are going to move towars awareness and greater transparency with GDPR, this is a challenge for the efficiency hoped for with mobile apps
- Induce data sensitivities. Interaction sensitivity Use of data context The GDPR will require a shift to more user-centric transparency, meaning that Technological capabilities mean we will only expand these offerings in the future Future - Amazon no checkout lines Certainly we can show the “legitimate business interest” Distilling and presenting relevant and mandatory privacy statements
- Consent triggers data sensitivities Goal is ppersonalization of services Multi vendor HOw far to go with personalization? What services to deal with on the anonymous data level? (minimize identifiable personal date held) - not only for compliance with the GDPR, but also to protect the customer perception The simple requirement of the GDPR to is not enough to guide in the the design of these s If we ared ilivering services in an easier wa for consumers, there is also a need to, in the name of greater transparency, bring these statements from the Distrust through overload of services. How to tailor services to each consumer based on individual consent Consent gives the consumer a choice, but sometimes the introduction of this choice raises red flags