Loyalty Data: The Currency of Customer Relationships

A journalist recently obtained his McDonald's loyalty data and was shocked to receive a 515-page file containing every Monopoly prize he'd ever won, as well as predicted future visits and order totals. While some people were concerned about the amount of data stored on customers, others saw it as a normal part of running a business.

The journalist had requested his data to see if he could prove an algorithm wrong by stopping his visits. Instead, he found that McDonald's accurately predicted his future behavior and rewarded him with personalized offers based on his purchasing history.

Ray Gallagher, SVP & GM of Olo Engage, notes that guests hand over a significant amount of information in exchange for rewards and perks. However, it's not just about collecting data, it's about using it to create a more personal experience for customers.