What customers are looking for it is always in front of our eyes

We have reached a point where we have talked at length about everything that loyalty mechanisms and programs are and represent, on the distributor side, we have said and repeat that we have examined a study of one of the largest companies in the world operating in the world of loyalty programs, the Canadian Loyaltyone which, annually, draws up a report where general, but then going into details, describes the statistical data that it collects within a very considerable and large sample of Distributors and final consumers.

We then did some research, in-depth, on the consumer side as we believe they can greatly support our work and therefore, in this case, we are going to name two: one carried out by Selligent, a modern digital company, 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 concerning the issues of loyalty and loyalty programs.

Let's see what are the results we can talk about.

According to the Selligent Global Observatory of Consumer Habits, the 51% of users is willing to share their data in exchange for personalized user experiences; it could be said that 51% represents only just over half of all users, not all, but it is already a huge step forward, especially today, with all the issues related to the GDPR and privacy.

We can see the will of many people who, on the one hand, want to see their privacy protected to the maximum, even if then maybe the same people on Facebook go to post everything and more, precisely about themselves and their family.

However, we go to the facts and consider that, if the 51% of the users interviewed in the sample is willing to share their data to have personalized experiences, it means that we are far ahead; I personally find myself in that 51% who wants to be profiled, he wants companies to know what I want because in this way I can save time by receiving advertisements in line with my expectations and they don't make me waste time instead.

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

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

As you can see, with increasing age generally, perhaps also because there is not much understanding of the phenomenon, fears relating to the potential sharing of data are generated and the willingness to share decreases.

If on the one hand we are interested in all those consumers of the future, on the other, we must absolutely take a cue from this study and all these considerations, because it is necessary to understand how from the 34-54 age group that is precisely the fateful 51% (in terms of willingness to share their data in order to improve and personalize user experiences) to go down, with the other two age groups who are respectively at 56% and 57% (relative to the willingness to share data), we can understand how it is it is fundamental to try to intercept what the underlying needs are (but we must first understand that we are facing specific needs).

In fact, we are faced with advanced consumers, who have all the conscious will to make their interests shine through, to see their needs met, through all those actions that we must implement to provide them with personalized discount proposals, each on the basis of own characteristics.

All chapters of: Loyalty 2.0

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