Loyalty programmes back in focus and firms scramble to retain customers

From picking cues from a consumer's personality to his kids' diaper sizes, retail and airline brands are using data to design newer schemes and tweaking them to satisfy newer demands

Deloitte India’s recent 'Know your consumer: What you see is what you get' report says that “a majority of Indians (74 per cent) prefer participating in a loyalty programme, especially digital loyalty programme attributes or features”. But a competitive marketplace and information overload mean that companies need to be more flexible with their offerings and still attain a balance between offering customised solutions and widening the base.

From picking cues from a consumer’s personality to their kids’ diaper sizes and from using a customer’s presence in the periphery of an outlet to another’s browsing patterns on the company website, players