Databases are here for good

So Asda thinks: “Retailers will get out of financial services and loyalty cards within three years”, (MW January 17). “By then they will have the lists.”

While they might well be right about financial services, I strongly suggest that they’ve missed the point about the cards.

All the card does is act as the mechanic to identify the consumer. But take away the card and your database (or list, as Asda calls it) is frozen in time.

You’ve suddenly lost all future ability to track trends, spends, promotion responses. In fact you won’t even be able to identify a lapsed customer.

So the card itself may well evolve in the next five years – and consumer rewards may change – but database marketing is here to stay.

Andy Wood

Business manager – marketing & analytics

NCH Promotional Services

Milton Keynes

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