Getting something for nothing? :  a user-centric perspective on loyalty card schemes

Annika Hupfeld; Chris Speed

doi:10.1145/3025453.3026017

Getting something for nothing? : a user-centric perspective on loyalty card schemes

Annika Hupfeld
, Chris Speed

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Academic › peer-review

4 Citations (Scopus)

1 Downloads (Pure)

Abstract

Loyalty cards are a form of tracking and recording technology (TRT) that enables retailers to collect data about their customers' demographic and purchase behaviours. As recompense for sharing their data consumers receive 'loyalty points' which they can redeem for exclusive discounts and rewards. The design of loyalty schemes, and TRTs more generally, plays a key role in defining the economic terms of that exchange, and ultimately the economic value of personal data. In this paper we present findings from an interview study with 12 loyalty cardholders in the UK explicating the ways in which they create (and lose) value through the everyday practice of shopping with loyalty cards and the orientations associated with them. Based on our findings we suggest cardholders are less concerned with the protection of their privacy than with leveraging its value, only some of which was economic. We provide design guidelines for TRTs that may enable consumers to derive greater value from the data they produce and share.

Original language	English
Title of host publication	CHI 2017 - Proceedings of the 2017 ACM SIGCHI Conference on Human Factors in Computing Systems
Place of Publication	New York
Publisher	Association for Computing Machinery, Inc.
Pages	4443-4453
Number of pages	11
ISBN (Print)	978-1-4503-4655-9
DOIs	https://doi.org/10.1145/3025453.3026017
Publication status	Published - 2 May 2017
Event	35th Annual ACM Conference on Human Factors in Computing Systems, CHI 2017 - Colorado Convention Center, Denver, United States Duration: 6 May 2017 → 11 May 2017 Conference number: 35 https://chi2017.acm.org/ http://www.scopus.com/inward/record.url?scp=85019570374&partnerID=8YFLogxK (Link to publication in Scopus)

Conference

Conference	35th Annual ACM Conference on Human Factors in Computing Systems, CHI 2017
Abbreviated title	CHI 2017
Country/Territory	United States
City	Denver
Period	6/05/17 → 11/05/17
Internet address	https://chi2017.acm.org/ http://www.scopus.com/inward/record.url?scp=85019570374&partnerID=8YFLogxK (Link to publication in Scopus)

Keywords

Digital economy
Interview study
Loyalty cards
Personal data
Retail shopping
Tracking and recording technologies

Access to Document

10.1145/3025453.3026017

Cite this

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title = "Getting something for nothing? : a user-centric perspective on loyalty card schemes",

abstract = "Loyalty cards are a form of tracking and recording technology (TRT) that enables retailers to collect data about their customers' demographic and purchase behaviours. As recompense for sharing their data consumers receive 'loyalty points' which they can redeem for exclusive discounts and rewards. The design of loyalty schemes, and TRTs more generally, plays a key role in defining the economic terms of that exchange, and ultimately the economic value of personal data. In this paper we present findings from an interview study with 12 loyalty cardholders in the UK explicating the ways in which they create (and lose) value through the everyday practice of shopping with loyalty cards and the orientations associated with them. Based on our findings we suggest cardholders are less concerned with the protection of their privacy than with leveraging its value, only some of which was economic. We provide design guidelines for TRTs that may enable consumers to derive greater value from the data they produce and share.",

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note = "35th Annual ACM Conference on Human Factors in Computing Systems, CHI 2017, CHI 2017 ; Conference date: 06-05-2017 Through 11-05-2017",

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Hupfeld, A & Speed, C 2017, Getting something for nothing? : a user-centric perspective on loyalty card schemes. in CHI 2017 - Proceedings of the 2017 ACM SIGCHI Conference on Human Factors in Computing Systems. Association for Computing Machinery, Inc., New York, pp. 4443-4453, 35th Annual ACM Conference on Human Factors in Computing Systems, CHI 2017, Denver, Colorado, United States, 6/05/17. https://doi.org/10.1145/3025453.3026017

Getting something for nothing? : a user-centric perspective on loyalty card schemes. / Hupfeld, Annika; Speed, Chris.
CHI 2017 - Proceedings of the 2017 ACM SIGCHI Conference on Human Factors in Computing Systems. New York: Association for Computing Machinery, Inc., 2017. p. 4443-4453.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Academic › peer-review

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