Loyalty schemes are an ever-present aspect of retail in New Zealand. Antony Ede, who is head of data analytics at consumer demand agency TRA, explains why many Kiwi retailers are getting their loyalty schemes wrong.
Billy Beane and the Oakland As revolutionised the game of baseball in 2002 by using data and analytics to objectively assess the performance of players. More than a decade on and this story has many interesting parallels in other competitive arenas. This type of revolution is happening all across the economy at present and retail has been one of the first batters to the plate.
Antony Ede, head of analytics at consumer demand agency TRA, discusses how retailers have the upper hand in extracting data about customer behaviour and identity.