Creepy and Cool Considerations With Loyalty Card Programs
BEHAVIORAL TARGETING—U.S.September 19, 2013
A recent survey of 6,000 individuals belonging to loyalty card programs across the U.S. queried respondents to classify certain types of targeted marketing as “cool and exciting” or “creepy and weird.” Respondents to the Maritz Loyalty Marketing survey on average enrolled in 7.4 loyalty programs, with 1.8 connected to a credit or debit card, American Banker reports. Card program categories included retail, grocery, hotel, airline, entertainment and financial services. Respondents over the age of 50 tended to get more “creeped out” by use of their personal data than younger individuals even when special benefits were transmitted. The marketing function that received the highest “creepy” rating stemmed from reviewing Facebook posts of friends to determine rewards eligibility.