ID Card Usage in Retail Industry
One of the most important usage areas of data warehouses is loyalty programs, and thanks to these programs, loyal customers can be created against the store/company. Retailers implement loyalty programs for three reasons: to gather information about loyal customers, to retain them, and to sell more and more often. Loyalty cards are one of the most important tools used to collect information about customers. Store loyalty cards provide various data about customers’ lifestyles and spending habits, as well as data such as which product (brand) they buy, in what quantity and when. In this study; In this study, it was tried to reveal the variable/variables that most affect the reasons for customer preference for store loyalty cards. The research was conducted for customers shopping from supermarkets in Adana city center and the data were collected using face-to-face interview technique with the help of a questionnaire. The variables that most affect the shop card preferences of the customers were statistically analyzed and the findings were explained.
For example, discount stores in the food sector do not find the customer card very meaningful for justified reasons, as they go with less variety and the cheapest price. Retailers in this category believe that more returns will be achieved by lowering their prices further, rather than bearing the effort and costs that will be spent on the customer card. Some retailers, on the other hand, see the customer card as a savior and launch new customer card programs to improve the situation. Especially the retailers that appeal to the middle segment are trying to keep very price sensitive customers and to attract customers to the store more often with various campaigns. Retailers that appeal to the upper segment aim to better understand customer behavior, to make the shopping process enjoyable and to provide added value in the process other than shopping. According to the researches, the main benefits of customer cards stand out as increasing customer continuity and shopping frequency. If the obtained customer-based shopping data is evaluated well, it is possible to understand consumer behavior more clearly. Shopping data helps to establish the relationship between the customer segments and product groups that retailers serve, and getting the benefit at this point encourages retailers to use customer loyalty programs much more effectively.
