classic promotional strategies based on price to others based on the availability and distribution of products, through the more traditional but no less innovative such as clubs and loyalty programs or the more than well-known loyalty cards.
The II Study of list of australian mobile phone companies Relationship Marketing in Spain, prepared by Mediapost and the Spanish Marketing Association in 2020 and which presented its second phase last Thursday , October 22 , gives us data on the use of loyalty cards by Spanish consumers .
With regard to these cards, we see in the Study that almost 90% of the population has some of them, being those of supermarkets and food the most common (65%), followed by those of gas stations (44%), convenience stores. fashion and sports (33%), perfumery establishments (28%) and DIY and decoration chains (22%). In a smaller proportion, we find loyalty card users of establishments related to books, music and technology (17%), airlines and transport (16%), leisure establishments (13%), toy stores (12 %) and restoration (12%). Only 13% of the population does not participate in programs of this type.
Loyalty and data management
The Study also asks about the use of personal data by companies and about the perception that the consumer has of this use. Customer data is an essential raw material that can generate vast possibilities for improvement and growth. Loyalty cards, for example, allow the brand to know the consumption habits of its customers and their Australia Phone Number Database behavior in their relationship with the brand, thus opening the possibility of personalizing the shopping experience, a growing demand among the population.
Correct management and interpretation of the data will allow companies to optimize all kinds of strategies , from those related to loyalty to those related to communication, advertising, promotions or even distribution.