CRM & Loyalty survey - Univers Retail

RGPD hasn't killed loyalty, the best is yet to come!

Given that 80% of retailers offer a loyalty card1^{, this}remains an important generator of traffic and sales. However, while the popularity of loyalty cards remains strong, it masks a degree of dissatisfaction on the part of customers, who consider the programs often lacking in differentiation, too transactional and not generous enough.

As a result, 77%2^ofconsumers expect personalized discounts, offers that correspond to their consumption habits, and demand rewards whether their purchases have been made in-store, on the website or via a mobile app. Omnichannel is no longer an option.

Nevertheless, personalized promotions require in-depth analysis of consumer purchasing behavior via the capture of personal data generally carried out in-store. All these processing operations fall within the scope of the General Regulation on the Protection of Personal Data (RGPD), which came into force in May 2018.

Following this RGPD compliance: what actions have retailers taken, what is the impact on loyalty programs and have they been able to take advantage of it?

To answer these questions, Univers Retail, and Generix Group* have conducted the first post-RGPD survey of 75 retailers from the food and specialist retail sectors in France.

*Publisher of SAAS solutions dedicated to collaborative supply chains and omnichannel sales

1.Vertone study - 2016

2. Nielsen study - 2016

Find key figures, best practices by brand, our analyses and much more...

"Retailers need to integrate the true scope of omnichannel into their corporate strategy, so that their loyalty programs are in line with their customers' expectations and a strong marker of their brand identity."

Cyril Villory - Manager Retail Universe

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Our "RGPD & Loyalty Programs" study in infographic

This study focuses on personal data collected in-store when customers join a "loyalty program", whether or not the program is supported by a card. The scope excludes payment card subscriptions. 75 representative food and specialist retailers were selected: 95% were involved in e-commerce; 50% are international companies based in Europe, and 42% are part of a multi-brand group.

We have chosen to orient this study along 2 axes:

> Take stock of compliance with the requirements of the RGPD, more than a year after it came into force.

> Decipher the relationship programs offered to consumers: in-store data collection systems, the generosity of these programs, their omnichannel reality and the expected role of information systems.

These results reveal some major trends:

> Collecting data allows us to better personalize our programs.

> The relationship programs offered to consumers only partially exploit the range of interactions offered by omnichannel.

Discover the results of our survey in our 4-part infographic:

Episode 1: RGPD compliance and data collection

Generally speaking, the first interaction between a seller and a buyer takes place when data is collected for a loyalty program. This exchange establishes an initial relationship of trust between the retailer and the customer.

This^1st installment takes stock of in-store data collection devices following the implementation of the RGPD knowing that 32% of consumers* accept the collection of their data when they benefit, in return, not only from services but also from security guarantees.

*March 2019 survey conducted by OpinionWay among more than 1,000 consumers and published by ReachFive

Episode 1: RGPD compliance and data collection

Things to remember :

Retailers must take into account consumers' need for reassurance and control over their data, and develop their omnichannel strategy to optimize the customer experience.

What's more, the RGPD is a real and serious opportunity for retailers to review their processes for greater efficiency.

Episode 2: Loyalty programs

In a context where consumers are expressing a desire to consume less, but above all to consume better, they are now perfectly informed and consequently particularly demanding. The RGPD now ushers in an era in which consumers are no longer subjected to marketing pressure, but control it via consented, personalized marketing.

The second installment, devised by Univers Retail & Generix Group, takes a close look at the generosity of 75 retailers' loyalty programs.

Things to remember :

The brands studied, like many advertisers, are still taking a very traditional approach to loyalty-building.

Episode 3: Personalization and Omnichannelity of loyalty programs

In this^3rd installment, find out how 75 retailers are managing personalization and omnichannelity in their loyalty programs.

Episode 3: Personalization and Omnichannelity of loyalty programs

Things to remember :

Loyalty programs are the cornerstone of brand loyalty strategies.

Although their logic and modus operandi have evolved somewhat, with the addition of services (deliveries, ticketless exchanges) and privileges (previews, private evenings, anniversary offers), they still make little use of the dimensions inherent in omnichannel, enabling real personalization of relationships with consumers.

Episode 4: Key lessons

This final section answers the question posed at the start of this survey: have retailers been able to take advantage of the RGPD, turning these constraints into opportunities?

Key lessons

Further information

Discover a summary of our study "RGPD 1 year on, what impact on loyalty programs?" carried out in partnership with Generix Group, this conference took place in September 2019 during Paris Retail Week.

Part 1

Part 2