Question

Retailers and businesses offer frequency programs to consumers. These rewards often come with a "price". That price is sharing your personal information with these companies, like addresses, phone numbers, emails, demographics, etc. These companies can even track our purchases through bar codings etc. Are these rewards worth the "price" of giving away our personal information? Provide insight and experiences.

Answer 1

Frequency Marketing is the marketing which involves rewarding the customers for the frequency of their purchases. The benefits of frequency marketing are two-fold. One, it creates a connection between a company and its most loyal customers. Two, it fosters brand awareness for the company to acquire new customers from reoccurring ones.

Consumers can be hesitant to share personal information, especially when the benefits of doing so aren’t clear. They're willing to make an exchange if business can demonstrate how that exchange directly benefits them. Sharing personal information may help  customers save their precious time and energy.  Example: 1) Netflix is a prime example of the potential of data sharing. Every time a consumer watches a show or leaves a rating, they're essentially sharing their data with Netflix. But the benefit is easy to see: better, more relevant recommendations. Example 2: Shopping websites ( for example : Amazon) Whenever we go the website, it always shows " products you might like" or" Recommended for you" which helps customers save their time and energy and customers feel loved and connected with the company.

The UK’s Direct Marketing Association (DMA UK) has found that people remain are willing to share their personal information with business in exchange of its benefits.  51 per cent of consumers said they are happy to exchange their data with companies they do business with if there are clear benefits.

Overall i think yes these rewards are worth the price of sharing personal information as long as the company is transparent with its customers in how the information is being used, stored and shared.