Loyalty card databases
The paper describes how the development of store loyalty programmes enabled the emergence of a new kind of data allowing analysis of consumer behaviour at the point of sale. This information is of course first used to develop purchases of the store's loyalty card holders, then to describe behavioural characteristics of these clients. But a third way of analysis now exists, thanks to the size of FMCG stores' client databases; the analysis of consumer behaviour on product categories and consumer reaction before marketing stimuli.
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