Your points card is expensive for companies

Your points card is expensive for businesses


The Quebec benchmark for points programs, R3 Marketing, is changing hands. The firm Adviso swallowed the little box yesterday. “It's almost 35 years of experience that we buy,” rejoices the boss of the advertising company, Elizabeth Henry.

R3 Marketing publishes an annual list of the best loyalty programs in Quebec and Canada. Its two leaders, Hans Laroche and Paul Lafortune, are luminaries in the field, which they even teach at university. 

Collect then convince

“These programs exist to collect data on users, then convince them not to go elsewhere,” summarizes Mr. Laroche. 

This free collection of data can be “done well”, and this, “even if it is mercantile”. Among other things, we can “improve the customer experience and offer them content”. 

Things are happening in this sector, in any case, as Metro's announcement shows us. 

“It will allow us to optimize the marketing of companies”, promises Elizabeth Henry.

The CEO and partner at Adviso is happy with her purchase. She believes she is positioning herself for the future. “With the disappearance of third-party cookies, we will increasingly get our data there. We have to pay attention to our customer data, to our own consumers,” admits the advertiser. 

For the two middle-aged men behind R3 Marketing, this is a validation. They have worked for many years and this acquisition will perpetuate their expertise.

“We will use Adviso's resources to go further, to further develop our tools. We're also going to pass on our knowledge to their team”, jubilant Hans Laroche. 

One thing is certain: there is interest in the data that you exchange for your bonus points, regardless of the card you are using.

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