Got Loyalty Data? It Might Need Rethinking

During the sign-up process, organizations collect a lot of data. Forms can vary considerably in length, but on average, customers must complete more than three different fields to sign up for a loyalty program. The most popular field is email address, which is requested by 76 percent of retailers.

While retailers see many benefits from loyalty programs — 70 percent see a return on investment from them — they also come with challenges. Seventy-six percent of retailers say they have loyalty program challenges, with the two biggest being too few customers signing up and poor contact data.