Loyalty Programmes and the Real Currency of Customer Understanding
In August last year, BP launched a loyalty programme. As someone who loves data and works in the customer value management and loyalty space, I was curious—and admittedly a little excited—to see what they had to offer. The excitement didn’t last long. Instead of integrating into existing ecosystems like Pick’n Pay’s Smart Shopper or Discovery Vitality, BP opted to issue yet another plastic card(understandably so as they would want to have ...