Tiger is a very well known name in the universe of supermarkets: its network (also with the Oasi and Tigre Amico brands) has expanded throughout Italy, and one of the most used tools to build customer loyalty is to have them sign up to the program linked to the Unika card. That is: discounts on some products, accumulation of points to get promotions and gifts.
Loyalty cards are usually designed to primarily benefit older consumers, but Tigre's managers have done the opposite: they've decided to penalize this very customer segment. How? By providing for the assignment and use of the loyalty card only through the app, which many elderly consumers cannot access, For the simple reason that they don't even have a smartphone, or aren't familiar with how apps work. And there are quite a few of them: according to ISTAT data, in fact, only 31 percent of Italians over 70 have used the internet at least once in the last three months.
Provide only the digital version of the Unika card it's not a whim of technological innovators, At its most basic, it's a way to cut management and staff costs. Furthermore, using the app is a way to capture customers' personal data, which has become one of the most important assets for companies, especially in the retail sector. It's a shame that savings like this are passed on to the very segment of consumers—the elderly—who should be most protected.
Cover image source: OasiTigre.it
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