I’m subscribed to more on-line retailers and loyalty programmes that I can remember these days, but I never cease to be amazed at how badly these companies manage their data. Its been years (I mean more than twenty) since I started getting my clients to build relationships with their customers by acknowledging dates like birthdays that are important to them, but I can’t remember ever receiving a birthday reward from anybody other than MoonPig and then, of course, it was someone else’s birthday they were reminding me of.
I was reassured therefore by my mother’s delight at having received a £5 shopping voucher for her birthday this week from, of all people, Matalan. I’ve always wondered why the retailer didn’t appear to do anything much with the data they collect when they register their customers. Especially as you are strong-armed into subscribing to their loyalty programme at your first visit to one of their stores. It seems that having hit rock bottom in recent years the retailer has addressed issues well beyond their dowdy stores and stock. Well done Matalan for showing UK retailers how its done!
August 16, 2011