From Don Peppers: Just to clarify, what I said was that Coles (or any other retailer) should use a loyalty program primarily to bujild and maintain ongoing, one-to-one relationships with individual customers. Data is indispensable for this. Coles could continue with FlyBuys, but only IF the supplier were to make available to Coles all of the shopper data - and this is something I've been told either isn't possible or wouldn't be considered.
And yes, I was hired by Woolworths for a series of appearances this week and last. But I gave them the exact same advice more than two years ago. Whether my advice was influential or not, the fact is that they have now implemented a very good program. - @DonPeppers
Gosh, the article read to me like a full-on bash at FlyBuys and Coles, sponsored by Woolworths. As opposed to general loyalty program advice for “Coles or any other retailer”. Interesting that Woolworths stated in the SMH article (not reproduced here) that Peppers "did not have an ongoing relationship" with them - a fairly ingenuous comment given it appears they paid for his visit.
ReplyDeleteIt would be interesting to know who told Peppers that making the FlyBuys data available to Coles was something which "either isn't possible or wouldn't be considered". My observation from the Coles FlyBuys offers I've received over the years is that they are in fact highly targeted, down to basket level. But I guess Mr Peppers isn’t a FlyBuys member and wouldn’t be able to make that observation. When I get my Coles docket, and it lists all the products and my FlyBuys number, wouldn't Coles be making use of that data and have FlyBuys make me offers on their behalf?