Sarah-Diane Eck: "Relationship marketing was never built for the consumers"
Sarah-Diane Eck (CEO, Sandblock) spoke at the GDI’s “69th International Retail Summit” on relationship marketing, loyalty programmes and blockchain technology.
"The problem is that relationship marketing was never built for the consumers, but for brands." This is not consumer-oriented because customers have to deal with new loyalty programmes on an ongoing basis. In many cases, this means downloading an app, getting a new card and revealing more information about yourself. "These measures are not efficient to establish a good relationship with the merchant."
"For this reason, we have developed a blockchain protocol. It's a technological infrastructure that works like a huge database and allows merchants to share information directly." For the customer, a simple and singular product is better. "We give merchants the opportunity to use our product without having to implement their databases into our system."