First of all, let's start by saying that, according to our formula, following our way of operating, it is possible to do all this with zero impact on costs; this means that, following our programs, we can easily redistribute resources by aiming at all those objectives that must be achieved, rather than all the other goals pursued so far with means that we can consider outdated.
So, to the question ... 'if we need investments in loyalty programs to renew and make our loyalty card effective', the answer is "absolutely yes", they must be increased but only if they are not in line with how much we should spend on average, but it is equally true that, if the total budget allows it (and generally the answer is yes), it is enough to move the resources from replaceable budgets as we think, and to zero regressive impact on sales, i.e. from budgets destined for activities that now they no longer bring added value and, if we were to remove them, we would not see sales regress anyway.
Let us then think of modernization, that is, changing the tools to have more adequate ones with the times… it is only partially correct to think that modernizing necessarily means changing the tools that, until now, are used by throwing everything away…. But you can integrate the old with the new and this phrase is also our motto.
There is no need to throw everything away as if, at the end of a cycle, a new one was started, but it is right to bring everything back to the current time to be reused with the right weights.
Today we must think about integrating, making progress on everything we have already put in place.
When we then talk about modifying the distribution of resources in some way, this is also only partially correct, because 'it is not somehow' that resources must be redistributed but, according to an extremely precise and planned strategy and, with absolutely adequate tools.
We cannot think of distributing the same resources to everyone, we cannot think of giving each customer the same percentage of return, we must instead think, over time, of personalizing our loyalty campaign ... this means that we cannot do the same promotions to all but we should, in a short time, think of personalizing, calibrating, on each individual, the proposals we are going to make to put each of our customers at the center of attention.
It is obvious that, to do everything, this requires adequate tools (to date we do not see any on the market and this is why our platform has been developed) and, since more resources are invested for a specific program of activities, we must ensure that others are reduced that are considered, at that moment, certainly secondary to our purposes, if not even useless.