The S Group has announced that it will begin collecting product-specific information about the spending patterns of customers using its loyalty card, the S-Etukortti.
The retail co-operative states in a press release that it will begin collecting the information on purchases made at all of the stores it operates – including ABC service stations, Alepa corner-shops, Sokos department stores and Prisma hypermarkets – starting on 1 September.
Such information was previously only collected on purchases made at Emotion and Sokos stores and online at prisma.fi and sokos.fi. The details of purchases made at other stores operated by the retail co-operative, meanwhile, previously only included the total sum and product category of the purchase.
The S Group will also begin storing the location information of purchases made by members of its loyalty programme.
“The purpose of the change is first and foremost to provide better service,” says Pekka Malmirae, the head of customer relations at the S Group. “The better we know the buying behaviour of different customer groups, the more able we are to offer them better and more useful services.”
Customers, he points out, expect more of digital services and are increasingly willing to consent to information collection as long as they stand to benefit somehow.
“[The information] will allow us to help customers find new recipes and inform them about new products,” he clarifies in an interview with Uusi Suomi. “The more specific the information we have at our disposal, the better our digital services will be.”
Malmirae also assures that the information will be accessible only to the customers themselves through the website of the retail co-operative.
The S Group reminds in the press release that customers will have the option to opt out by prohibiting the use of detailed information about their spending patterns – that is, information other than the total sum of their purchases – for customising marketing communications. There will be no option to prohibit the collection of information altogether, however, confirms Malmirae.
“You won't be able to prohibit information collection in itself other than by not using the [loyalty card], but you will be able to prohibit the use of the information. You can inform us that you no longer want us to use the information to customise our services for you,” he explains.
The information, he adds, will nevertheless be stored and used to develop regional and store-specific product catalogues.
Aleksi Teivainen – HT
Photo: Jenni Tamminen – Uusi Suomi
Source: Uusi Suomi