Your points are expensive for card companies

Quebec’s benchmark for points programs, R3 Marketing is changing hands. A company called Adviso swallowed the small box yesterday. “We’ve bought almost 35 years of experience,” enthuses Elizabeth Henry, owner of the advertising company.

• Also Read: Jean Coutu no longer has Air Miles

R3 Marketing publishes an annual list of the best loyalty programs in Quebec and Canada. Its two leaders, Hans Laroche and Paul Lafortune, were experts in the field who also taught at the university.

Collect and then persuade

“These programs are there to collect data on consumers, then convince them not to go elsewhere,” Mr. Summarized by LaRoche.

This free data collection is “done well” and it can be done “commercially”. Among other things, we may “enhance the customer experience and provide them with content”.

As the Metro announcement shows us, things are moving in this sector in any case.

“This will allow us to optimize business marketing,” 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 get more of our data out there. We have to care about our customer data, our own users,” the advertiser admitted.

For the two middle-aged men behind R3 Marketing, it’s validation. They have worked for many years and this acquisition perpetuates their expertise.

“We’re going to use Adviso’s resources to further develop our tools, to go further. We are also going to pass on our knowledge to their team,” enthuses Hans LaRoche.

One thing’s for sure: No matter which card you use, there’s value in the data you exchange for your bonus points.