The Canadian Privacy Law Blog: Developments in privacy law and writings of a Canadian privacy lawyer, containing information related to the Personal Information Protection and Electronic Documents Act (aka PIPEDA) and other Canadian and international laws.

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The author of this blog, David T.S. Fraser, is a Canadian privacy lawyer who practices with the firm of McInnes Cooper. He is the author of the Physicians' Privacy Manual. He has a national and international practice advising corporations and individuals on matters related to Canadian privacy laws.

For full contact information and a brief bio, please see David's profile.

Please note that I am only able to provide legal advice to clients. I am not able to provide free legal advice. Any unsolicited information sent to David Fraser cannot be considered to be solicitor-client privileged.

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The views expressed herein are solely the author's and should not be attributed to his employer or clients. Any postings on legal issues are provided as a public service, and do not constitute solicitation or provision of legal advice. The author makes no claims, promises or guarantees about the accuracy, completeness, or adequacy of the information contained herein or linked to. Nothing herein should be used as a substitute for the advice of competent counsel.

This web site is presented for informational purposes only. These materials do not constitute legal advice and do not create a solicitor-client relationship between you and David T.S. Fraser. If you are seeking specific advice related to Canadian privacy law or PIPEDA, contact the author, David T.S. Fraser.

Sunday, October 09, 2005

Air Miles should be about data mining, not mass appeal 

The President of the Air Miles program in Canada recently spoke in Vancouver, suggesting that retailers are missing out on the true benefit of his loyalty program. It's not being able to say "hey, we give you Air Miles so shop here", but rather to build a more intimate relationship with your customers (via data mining):

Retailers missing the point of loyalty reward programs, Air Miles head says - Yahoo! News

VANCOUVER (CP) - Retailers have lost their way and have become too focused on using loyalty reward programs as a currency to attract customers, says the president of Air Miles.

Bryan Pearson says most retailers are neglecting the wealth of shopper data that is collected by the programs that could be used to better market to their customers, which was one of the purposes the program was created in the first place.

"Points are really viewed as discounts or an alternative way to get something extra and that's not a bad thing, but I'm not sure it's sustainable in the long run," Pearson said in an interview Thursday.

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10/09/2005 06:47:00 PM  :: (1 comments)  ::  Backlinks
This is exactly how the Air Miles program was designed to be used. I'm surprised the data mining aspect is not discussed more. As an active collector I am seeing less and less targeted info from Airmiles in my mail and email. It used to be better targeted marketing...
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