'Offers for you' in loyalty - unfounded assumptions lead to churn

I sign up to, and engage with, a lot of loyalty programmes. My app list is bursting at the seams with 'clubs' and 'rewards', so much so I've contemplated what the maximum number of apps might be.

With the shift of consumer activity from in-store spend to online digital platforms the likes of banks and retailers have unlocked valuable customer data which is now used to inform strategy. One of the key applications of this data is informing what content is presented to customers (both existing and prospective); in what format, when, and how regularly. This is particularly important for loyalty programmes, with effective programmes removing any unnecessary actions or content between the consumer and a a relevant incentive which is awarded for performing a desired action.

All too often when exploring the functionality of loyalty programmes I have signed up to I am left asking the question "What logic or data has lead you to offer me this?". A recent example can be found below where, in a dedicated 'Offers For You' section confidently stated that, I (a vegetarian of over 6 years) would value a reward offered by an establishment named Slim Chickens.

I know for a fact that the programme in question has a fair bit of visibility of my spend habits, so can I assume the data they have on me isn't being taken into account? In the words of Simply Red's Mick Hucknall..."If you don't know me by now, you will never never never know me".

The technology is out there and some brands are well and truly hitting my nail on the head (shout out to Fussy for suggesting a product relevant to me and backing it up with great customer service), and Mrs B will be the first to say I receive too many packages after being convinced by some targeted offers.

It would be interesting to know your feedback on whether loyalty programmes are sending you relevant information, or whether you are tired of receiving too much useless filler.