These four retailers are trading rewards and incentives with shoppers in exchange for shared information and invaluable intelligence

Having realized its worth, more and more retailers are applying purposeful consumer data intelligence to shopper marketing and promotions. Brands are rewarding consumers for sharing information about their behavior and other personal data, fostering a reciprocal exchange.

From money and loyalty points to the delivery of a more personalized experience, exchanging information for rewards and better consumer experiences proves invaluable for both parties. As detailed in PSFK's Leveraging Data To Deliver Tailored Service Experiences report, here's how four brands have used incentives to forge mutually beneficial consumer-retailer relationships:

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