Loyalty cards
A range of current  loyalty cards

Chromaroma was in effect a gamification and a Quantified Self  facility for the public transport user, using the Oyster Card sytem. We wanted to explore how else we could develop this thinking and very quickly we alighted upon loyalty schemes. People use their various loyalty cards as easily and seamlessly as they use travelcards. Why not investigate turning a loyalty platform into a game platform?

We’ve started that investigation as a Innovate UK- supported Proof of Market.

Loyalty programmes classically aim to retain and grow loyalty using mechanics such as points, offers and discounts based on purchasing behaviour. Retailer loyalty programmes use members’ transaction data to minutely analyse their  behaviour and  to better target customer communications, with data also analysed for business optimization. Although explicitly consensual (“we will collect and use information about you…Your information may be analysed” says one prominent scheme’s Privacy Policy), it is essentially a one-way data relationship.

We are studying  the case for the transparent return of this data back to those who generated it, firstly by demonstrating how users would understand that data and find it useful.

Our motives are:

Idealistic – we really believe that shoppers should get their data back for their own benefit;

Playful – we have several brilliant concepts for gaming shopping;

Commercial – we can show players in this sector a trick they are missing, and work with them to develop a new disruptive model.  We want to explore how, by using gaming techniques, they can improve retention with the ‘stickiness’ of the customers’ engagement in the game, and devise challenges specifically aimed at increasing spend, frequency and cross-selling.

For sector expertise, Chris Jacobs is part of the team. His has worked in systems for over 40 years, the last 20 of which have been exclusively in consumer-focused marketing applications. He has been personally involved in the design and implementation of over 90 customer loyalty/CRM schemes and is familiar with most available customer loyalty and CRM solutions.

We’re also working with two preeminent academics in the personal data sphere. Dr Kieron O’Hara and Dr Max Van Kleek are senior research fellows on the SOCIAM Social Machines project at the University of Southampton. They specialise in the interface between society and technology, the use of big data and open data for citizen and consumer empowerment and technologies to enable data subjects to gain benefits from their own personal data.

 

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