Loyalty does not begin when a customer identifies themselves. It begins the moment they enter the store. Loyalty programs know a great deal about registered customers, yet they remain blind to most people walking the sales floor—and that is precisely where academic evidence points to significant growth potential. In this session, we will explore what this fourth layer of data—the physical world—can reveal, and how to turn it into business decisions without crossing the line of privacy: why consent in the digital world cannot simply be replicated in a physical store, and what it means to design technology that does not need to ask the question. Drawing on three longitudinal studies, deployment cases in Mexico and one uncomfortable conclusion: monetizing an audience can undermine loyalty unless the data ultimately comes back to the customer in the form of a better experience.

Noé has more than 15 years of experience in commercial and marketing strategies for the retail and consumer goods industries. He currently develops in-store retail media solutions that integrate technology, data and creativity, strengthening collaboration between brands and retailers to connect with consumers and generate value.