Loyalty card databases – revolutionary analysis in shopper behaviour
Matthieu Jolly and Laurent BattaisMarketingScan, France
PREFACE
The paper describes how the development of store loyalty programmes enabled the emergence of a new kind of data allowing one to follow and analyse consumer behaviour at the point of sale.
This information is of course first used to develop purchases of store loyalty card holders, then to describe behavioural characteristics of these clients. But a third way of analysis now exists, thanks to the size of the FMCG stores' client databases; the analysis of consumer behaviour on product categories...