Many of us participate in at least one customer loyalty program. Why? We love getting free stuff. And to attract and retain loyalty from customers, the programs reward us for our continuing patronage through special discounts, free hotel stays, free flights, and more. But, we are also relinquishing some of our privacy when enrolled in these programs.
In this instance (loyalty programs), does the loss of privacy concern shoppers? Does it concern YOU?
As Erin Lynch writes for Multichannel Merchant: “Enrollment in loyalty programs is on the rise across all retail categories, but soaring participation in retailer loyalty programs does not necessarily translate to ‘genuine’ loyalty and relevant communications are increasingly essential in loyalty engagement. However, recent Mintel research finds that consumers are also concerned about privacy when weighing whether or not to sign up for a loyalty program. Indeed, roughly one-third of Americans (32%) believe that the privacy of their personal information is an important attribute of a loyalty program.”
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