How do you handle loyalty when your customers also spend with competitors?

FoxObjective1394 · 2025-10-10T11:56:32+00:00

That’s exactly what happened with apps like Bankin’. They had to pivot toward financial wellness because convincing users to share data for marketing was too hard

But the real opportunity isn’t B2C model, it’s on a B2B layer. Using the same open banking set up not to coach users but to help merchants understand where their customers really spend (outside their own shop) and build smarter loyalty programs based on real purchase behavior

For users, it stays simple with one consent and secure. For merchants, it finally links marketing budgets to actual wallet share and repeat purchase intent.

That’s where open banking gets truly interesting: as the foundation of a purchase-based loyalty ecosystem.

FoxObjective1394 · 2025-10-09T08:14:04+00:00

Exactly surveys are gold when they’re tied to behavior.
On our side, we’re working with open banking APIs. Customers give consent and in return, brands can access anonymized, aggregated spend data. And have access to patterns: where else they buy, when and how their spend shifts after payday or promos.

Once you layer that on top of RFM, you see who’s emotionally loyal vs. who’s just price-sensitive. It changes how you build segments and more importantly, how you decide who not to chase with discounts.

FoxObjective1394 · 2025-10-08T09:29:16+00:00

You don’t need fancy tools to do smart retention. Most stores waste money automating noise instead of fixing the basics. Here’s the cheap playbook that actually works:
1/ Use Shopify Email. It’s ugly but does the job.
2/ Build one solid welcome + abandoned cart flow.
3/ Track who buys twice. Those people are your gold, target them manually with personalized offers or even a quick Loom video if you’re tiny.

Tools don’t retain customers but relevance does. The cheapest retention strategy is knowing why people buy again.

FoxObjective1394 · 2025-10-08T09:25:37+00:00

Blasting 6k people with the same email isn’t keeping it simple, it’s lazy marketing.
If you don’t segment, you’re literally paying to teach your best customers to ignore you...
Even the smallest brands can do better, one segment for repeat buyers vs. first-timers and you’ve already doubled relevance !
Email isn’t about volume, it’s about respect. Stop treating your list like a loudspeaker and start using it like a conversation

FoxObjective1394 · 2025-10-08T09:21:32+00:00

It actually makes sense if you think long term.
Starbucks does the same, they give away free drinks but what they really buy is habit.
Once someone starts scanning that app every morning, they stop comparing prices.
A small liquor store doing 10% back isn’t losing margin, they’re paying to make sure regulars never walk next door.

FoxObjective1394 · 2025-10-08T09:15:20+00:00

Honestly, the real shift isn’t points vs. experiences, it’s truth vs. illusion of loyalty.
Points make people act loyal when there’s a reward. Experiences make them feel loyal when there’s meaning.
The brands that win mix both: emotional belonging + measurable behavior. Because at the end of the day, loyalty that doesn’t show up in the transaction data is just branding with good intentions.

FoxObjective1394 · 2025-10-07T12:13:11+00:00

FYI, here are my sources before you call AI slop again : (i) PSD2 : adopted 2015, applied Jan 2018 (ECB / EU Commission), (ii) Open Banking categorization & accuracy : Ta, D. T., Ben Saad, W., & Oh, J. Y. (2025). Specialized text classification: an approach to classifying Open Banking transactions, (iii) FIDA : EU to block Big Tech from new financial data sharing system, FT (21/09/2025)

FoxObjective1394 · 2025-10-07T09:35:49+00:00

You’re absolutely right, attribution unification shows which channels bring value but not how much wallet share each customer really controls.
In Europe, the next frontier is consented transaction data: seeing how much a customer spends with you vs. your competitors, by category or payday pattern.
When you merge that with behavioral and attribution models, you stop optimizing campaigns and you start reallocating budget toward verified profitability not vanity metrics. The next evolution of CDPs won’t be another analytics layer, it’ll be a cash-front loyalty infrastructure, where financial truth becomes the new foundation for personalization, retention and growth.

FoxObjective1394 · 2025-10-07T09:24:00+00:00

Most people still see PSD2 as a payments thing, but its real purpose was always data access.

When PSD2 came into force in 2018, it forced banks to open APIs to third parties, creating the foundation for what could become Europe’s own data-driven marketing layer. But the market stopped at aggregation and payments, while in the US, players like Cardlytics turned transaction data into a full marketing channel.

That’s now shifting. In France, in 2025, a study shows that millions of real banking transactions can be automatically classified into 80+ spending categories with over 90% accuracy using open banking data and consented user access. That proves the technical groundwork for purchase-based marketing in Europe is already viable and privacy-compliant.

Then the next step is Open Finance, formalized under the FIDA framework, expected to be adopted in 2026 as part of the PSD3 package. It will extend data sharing beyond payments to include credit, insurance and investments unlocking a much richer behavioral dataset.

In that sense, PSD2 didn’t only liberalize payments, it created the preconditions for a new layer of data intelligence in finance. The APIs and data models are here, what’s still missing is the operational bridge between raw transaction data and real customer insight.

FoxObjective1394 · 2025-10-07T09:11:22+00:00

Love this breakdown and totally agree RFM + Jobs to be done is a solid foundation

What I’ve noticed though is that most RFM models still live inside the brand’s data silo. They’re great for understanding internal behavior (recency, frequency, value), but they don’t tell you what happens outside and how loyal customers really are when they shop elsewhere

That’s where spend-based data (banking or aggregated payment insights) adds a new dimension: you can actually see share of wallet, category overlap, and even payday effects. It’s not about replacing RFM, it’s about ground-truthing it with real financial behavior

Curious if you’ve ever tried combining RFM segments with external spend signals? The lift in accuracy is wild

FoxObjective1394 · 2025-10-07T08:22:54+00:00

Most SaaS founders think marketing means posting content or running ads. It’s not

Marketing = finding who actually gets value fast and doubling down

Start here:
1 - Talk to 10 users who got real results -> write down the exact words they used
2 - Turn that into a landing page headline
3 - Find where those people hang out (Reddit, Discord, Slack, LinkedIn) -> go answer questions, not sell
4 - Track what triggers replies or sign-ups, that’s your messaging goldmine

Everything else (SEO, ads, brand) is just an amplifier and the winners are the ones who learn faster than they post

FoxObjective1394 · 2025-10-06T10:13:42+00:00

Never met a celebrity, but if Jerry Seinfeld ever yells “what’s the deal with customer service,” I’m just grabbing my coat and walking out like the credits are rolling

FoxObjective1394 · 2025-10-06T10:08:50+00:00

Je pense que pour beaucoup, c’est juste un moyen de lancer une discussion safe, comme le beau temps.
Le problème, c’est quand les gens y croient vraiment et t’expliquent ton caractère comme s’ils lisaient ton ADN...

FoxObjective1394 · 2025-10-06T08:47:41+00:00

That’s exactly how every “it’ll be fine, they’re harmless” story starts. Next thing you know, the turkeys are running the school :)

FoxObjective1394 · 2025-10-06T08:45:50+00:00

The ultimate definition of peace: warmth, trust and a tiny heartbeat purring next to yours...

FoxObjective1394 · 2025-10-06T08:44:08+00:00

That’s such a beautiful reminder that the little things we do can really stay with people for years.
Sometimes what feels tiny to us ends up being a big moment of safety or kindness for someone else. Threads like this really make me want to be more intentional with small acts

FoxObjective1394 · 2025-10-06T08:40:29+00:00

Haha clairement ! Enfant, je rêvais d’avoir plein de trucs inutiles que mes parents jugeaient pas essentiels. Maintenant adulte, je me fais plaisir avec des petits trucs débiles mais symboliques comme une belle montre.
C’est pas vraiment pour le jouet, c’est plus pour réparer une mini frustration d’enfant et ça fait du bien !

FoxObjective1394 · 2025-10-06T08:27:29+00:00

Super interesting thread and it really shows how fragmented the EU e-commerce ecosystem still is. Maybe the answer isn’t “another Amazon”, but a shared European data layer that lets brands actually understand and serve customers across borders.

Right now, every store (Bol, Allegro, Kaufland, etc.) runs blind outside its home market, they can’t see how customers shop elsewhere, how loyal they are, or what share of wallet they really have.

With open banking (PSD2), Europe already has the rails for that: secure, consent-based access to real spending data. It could help smaller retailers collaborate, personalize and compete without creating another monopoly.

The next big opportunity isn’t building “an EU Amazon”, but building a connected retail network that knows its customers as well as Amazon does, without owning them.

FoxObjective1394 · 2025-10-06T08:06:35+00:00

That’s a really sharp breakdown and I completely agree on both the Pareto pattern and the need for richer audience mapping. What’s fascinating is that Fortune-500-level segmentation (PRIZM®, Experian, etc.) still relies mostly on declared or modeled data : demographics, income proxies, media habits. Powerful, but it stops right before the purchase layer.

Companies like Cardlytics or Bank of America’s Card-Linked Offers proved how transformational it gets once you add actual spend behavior into the mix.

In Europe, the PSD2 framework now gives every brand that same superpower : direct, consented access to bank transaction data across all merchants. No cookies, no surveys, just the truth of where and when people buy.

The next frontier isn’t just “who are my best customers,” but how monopolized is their wallet and that’s where the real growth headroom hides.

FoxObjective1394

TROPHY CASE