At Open we identify and examine customer issues. At DNA we deliver on that thinking.

"We cannot solve our problems with the same thinking we used when we created them." - Albert Einstein

Commercial Intimacy

Loyalty and Commercial Intimacy

Noel Brown July 2011

Loyalty schemes have for many years been part of our purchasing experience. But their pervasiveness and standardised blandness may force radical change.

When computing power makes it possible to differentiate and track individuals and their patterns, it will be possible also to customise rewards. By the time that level of personal responsiveness is the norm, the loyalty scheme will probably be an integrated part of the sales interface. Some loyalty schemes are already moving towards this future – is yours?


Steve 30 July 2011 at 4:00pm

That's a great talk – equal measures of scary and fascinating. Who would have thought that gaming could influence education, sustainability and potentially a better culture.

The viewpoint on loyalty schemes is especially interesting in the context of this article as earning bonus points towards tax deductions for taking the bus and bonus points towards health insurance for walking to the shops are potentially game changing.

John Milmine 29 July 2011 at 4:33pm

An excellent talk on this subject is It's built around the gaming industry but very very clever examples.

What do you think?