The relationship between loyalty programs and customer and sales data is synergistic. As much as loyalty programs need data to personalize messages, they also serve as a key source and connector of consumer behavior across different sales channels.
Most consumers realize that they need to trade some private information to receive more relevant offers. According to September 2013 research by Forbes Insights, more than three-quarters of US business-to-consumer customers saw the benefit of trading personal information for more relevant discounts and offers, and 62% were willing to do so in return for personalized offers. Read the rest at eMarketer.