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WEBINAR OVERVIEW The data plumbers helping retailers drive loyalty

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WEBINAR OVERVIEW The data plumbers helping retailers drive loyalty

In a recent InternetRetailing webinar, The data plumbers helping retailers drive loyalty, we heard from Ellie Devey-Robson, head of customer success at Fidel on fresh approaches to capturing and using customer data effectively.

 

Here’s a bulletpoint overview of the event.

 

The data you need to build better customer experiences

  • The three kinds of loyalty: behavioural, rational and emotional.
  • The importance of emotional connection in customer loyalty.
  • Using data to build customer experiences “to engage and delight your customers”.
  • Finding out how and where your customers spend.
  • The three things data sets need to tell you: how customers spend, where, when and how much, real-time understanding of behaviour.

 

What data plumbers are and the differences between them

  • APIs as data plumbers.
  • How they’re used in FinTech, and how to apply that to loyalty.
  • Ways of using APIs to get data: account-linking and card-linking and differences between the two.
  • Advantages of card-linking, and the data that it gives.
  • How tokenisation of card data removes the compliance burden.

 

How customers really feel about sharing their data

  • 44% will stop spending with a brand after a data incident.
  • But many will be comfortable sharing data as long as they see the value.
  • Shoppers already used to using their card number in payment platforms such as Apple Pay.
  • Differences in attitude to sharing card data and account data.

 

How to capture customer data without adding friction

  • How card linking works (with video example)
  • What data do retailers gain?
  • Case study facts and figures

 

The webinar closed with a summary of key learnings and a Q&A. To watch the webinar in full and see the slides, again, click here, and to explore our previous webinars visit InternetRetailing’s webinar page.

 

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