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67 a golden age they might indicate that they like TV advertising, hate direct mail, like humour, want vouchers to be emailed and would prefer a text reminder to their mobile before the vouchers expire. This preference centre enables consumers to edit what information they might receive, while simultaneously ensuring brands are targeting consumers in the way they want. After all, if advertising is done well, it's no longer advertising but relevant information. Indeed, our market research asks a panel of Tesco customers what they think about the advertising on the website, and most say, " What advertising?" All they can see is relevant targeted offers and promotions, so it doesn't feel like marketing. The power of personalisation. Providing these companies act in a responsible and customer-friendly way, the benefits for customers could be immense. It could lead to even more controlled, relevant marketing where consumers are not pestered but thanked with relevant messages and rewards from their favourite brands. A golden age of personalisation, where brands speak to their customers as individuals. Mass intimacy. Because there's no such thing as an average customer. Why is this good for customers? Although the spectre of privacy concerns looms above predictions of what customer data might look like in the future, it's a two- sided story. Yes, of course, it's good news for companies - it means they can take the guesswork out of marketing and start offering customers what they really want. But it also has benefits for customers, for all the reasons we've already described. It means more relevance - more tailored products, services and advertising for customers. It means more rewards - being reimbursed and thanked by companies for sharing data. It means more sustainability - less wasted advertising, less wasted direct mail. It means more customer focus - more companies putting customers at the heart of their strategy. Because they'll realise that being customer- centric makes business sense. Companies like Tesco, Kroger and Casino understand the importance of forming an honourable contract with their customers. They are customer data pioneers who are getting it right. They appreciate that they must offer something in return to say thank you to their customers for sharing information. This will become

68 a sticking point for consumers. They will not be prepared to share their valuable data with companies they do not trust and with companies who do not give something back in return. And why should they? The customer contract In the future, customers will begin to make new value equations around their data. Some will be prepared to share their data and/ or attention in exchange for something else of value. Others will not. They will also have more control over their data. An opt- in model like the ' preference centre' would enable consumers to alert potential car manufacturers, for example, that they want to buy a new car. They would then receive a series of relevant ads until they had made their purchase and alerted the manufacturers that the ads were no longer needed. Already a number of emerging business models are experimenting with exchanging free services for media attention. Digital TV businesses like BT Vision and Sky are debating how to manage the way viewers fast forward the ads on their digital box. There might be different pricing models. A premium TV service has no advertising, whereas a basic service would require the viewer to watch a handful of relevant ads. This raises larger questions around the way the media makes money from stealing our attention. Should we be paying for our newspaper if the paper is making money by selling our attention to an advertiser like Procter and Gamble. In the future, should consumers get a cut of this money too? If individuals don't see the benefits of sharing their data with organisations they will not be prepared to co- operate with organisations. For this reason, the onus is on all of us to ensure companies forge a responsible contract with their customers, a contract that says thank you and gives them something in return for their data. We take our role as a customer data pioneer very seriously indeed. By analysing shopping behaviour we are able to help retailers and suppliers provide a more satisfying shopping trip, more relevant communications, offers and rewards to millions of customers around the world. any colour you like as long as it's any colour you like