Using Variable Data from Plastic Key Tags
Plastic membership key tags are loved by the companies that issue them as much as they’re loved by the users. For the user, the reasons are obvious—one less card in their wallet. The plastic key tag is always with them. They provide quick access to gyms and libraries and easy savings at stores and restaurants. Behind the scenes, the companies that issue these cards can benefit from tracking the user data the cards provide. With a scan of the card, data can be collected and used to help your business.
What should you be tracking and how can you use the data in the future? It depends on your marketing goals. If you run a fitness center, tracking the most popular workout times can help you plan group class schedules and special events. You will also know when you need extra staff and save money by conserving labor during slow hours. These metrics might help you determine if you need to purchase more equipment to accommodate all guests for high-traffic times.
Similarly, grocery stores, restaurants and coffee shops can track their busiest hours to help with staffing, too. Additionally, stores and restaurants can track purchases to make advertising to particular demographics easier. If your data shows that young loyalty members, ages 18 to 25, purchase more frozen coffee drinks than people ages 45 to 50, then you can create an entire campaign for frozen coffee targeted specifically to that demographic.
Libraries and booster clubs can use variable data to track members and donations. Booster clubs in particular might be interested in how many people actually use their coupons; this kind of data can help secure sponsors if you can show that their sponsorship helps drive traffic to their business.
Regardless of how you use the data, remember that you need to assign the information to the member at initial signup. You will only have information of members who provide it, so keep that in mind before making drastic changes to your business.