Couldn't I just select my favorite brands, stores, etc. from a list?
We actually did user research asking for preferences, and it may surprise you that we found:
- People constantly changed their preferences over time, and
- People said one thing for their preferences (e.g., they preferred to shop at Whole Foods over Safeway), but we found their habits were different or unable to be accounted for in a selection screen (e.g., they ended up shopped at Trader Joe’s or some local grocery stores the most).
To offer constantly relevant rewards, we need constantly updated data to do so (and make your sign-up and reward redemption seamless in the process).