However, our answer is always very clear: a loyalty program is really winning when it puts its customer at the center of attention, differentiates him, offers him discounts that are only for him, exclusively for him, puts him in a real condition of have interactions with those who sell them products and services.
Obviously these are not secrets, but fundamentals that are also studied at school, even at university, of course, if the main objective of a company is to measure the activities of the competition and give answers in the same way, you enter the usual mechanism of the price lever, one enters the usual mechanism of ruthless competition without any added value, but this means shifting the axis of one's actions in the completely wrong direction.
With this we do not mean that we must not take competition into account, on the contrary, looking at what others are doing must always be done to understand if our direct competitors are making progress compared to us, but for healthy competition, where by healthy we absolutely mean. profitable, we need to rethink our strategies.
We must move from solutions where we put the promotional price lever first, to strategies that integrate not only the promotional levers, but also the methods, sophisticated methods of engaging customers and retaining them.
It is therefore essential to cluster your customer portfolios possibly, as we say, in as much detail as possible.
This does not mean that it can be enough to make 10 containers within which to make my one million customers converge by dividing them into 10 different but broad classifications in order to then be able to carry out 10 different types of actions to satisfy 10 large cases.
What we have studied over the years and that we have created with our sophisticated artificial intelligence algorithm, unique to date, is a proposal where "ONE is ONE" or "ONE is ONE" ... each customer is a story in its own right, each customer it is absolutely unique, each of its shopping experiences cannot be combined with others.
According to our model, if we were faced with a commercial activity with 4 million customers, our tool creates 4 million behavioral models each based on each individual customer precisely for the logic where each is worth one ...
And therefore 4 million different interactions, 4 million proposals absolutely different from each other, each of them based on the behavior of each individual user, forged on his purchasing habits, on his habits in visiting our stores, on his habits to choose this or that product.
Here is what is the ideal mechanism in our opinion.
Modeling a proposal around a customer as if it were a tailored suit made entirely on the body of our customer, based on the purchases of the classic "Mario Rossi" and not "Fabrizio Gialli", to interact completely with each of our customers, updating everything with the time and making each behavioral model "learn" the "body measurements of each client".
So do not cluster but unify every single behavior, every single action, every single person who makes his purchase gesture registered by our good loyalty card to get to make the most targeted proposals for each one.