What Customer Data to Collect

The figures and scenarios in this article are illustrative: adapt them to your margins and your own data. They are not EasyFid customer results. See how to measure your results.

You're launching your loyalty program. A customer approaches the counter. You offer them the card. And suddenly you're wondering: what do I ask? Just their first name? Should I get their email? Their birth date? And their phone number—is it useful if I'm not sending SMS?

Each piece of data you request has a cost: the friction of signing up. The customer has to enter it, and that's a barrier. Too many fields, they walk away. Too few, and you have nothing to really build loyalty with. The sweet spot: the bare minimum that serves a purpose, nothing more, and you actually use everything you collect.

Essential data

A unique customer identifier. This could be an auto-generated ID ("Customer #12845") or their first name. At minimum: the first name. You need to know who's scanning the card when it comes through at checkout. Without an identifier, loyalty is impossible.

Points or visits accumulated. This is automatic with software, but it's the whole heart of your program. Each visit changes this number. It needs to be visible at checkout and on the customer's card (when they scan for the first time).

Card creation date. Useful for measuring how many new customers you added this month, and for identifying "old rules" vs. "new rules" customers if you change your rewards structure.

That's it. Everything else is optional. A card with just a first name and their balance works fine. You can already measure loyalty, drive revenue, and keep your customers coming back.

Useful data (but not mandatory)

Email. This is the most valuable data after their first name. Why? Because GDPR allows it, and it's your only way to reach out if participation drops. Email costs nothing to request (unlike SMS). A customer who shares their email is usually thinking "okay, they'll keep me in the loop." It builds trust. Ask for it as optional upfront, but make it available during signup.

Birth date. Great for birthday rewards. Your program can flag "Jean's birthday tomorrow" and you can offer a surprise discount on that day. It creates delight at minimal cost. The catch: many customers are hesitant to share (privacy concerns). Leave it optional. Those who do share get a better experience, and everyone benefits.

Last name. Useful for disambiguating when there are multiple customers with the same first name. "Jean Dupont or Jean Pierre?" But in a small shop, you know your regulars by first name alone. Last name becomes useful mainly if you have more than a hundred regular customers.

What to avoid

Phone number marked "required." A phone number feels intrusive. If you're not sending SMS or making calls, why ask? The customer interprets it as "this place will spam me." If you do request it, use it—send thoughtful, timely SMS. Otherwise, make it optional or don't ask at all. And if you do use it, be explicit: "I'll send you 1–2 SMS per month" rather than leaving them guessing.

Full street address. A complete address (street number, postal code) is heavy to request and heavy to manage. And it puts you under stricter GDPR obligations than necessary. Unless you're making home deliveries—in which case it's essential—you don't need it. A neighborhood or city is enough to segment: "3rd Arrondissement customers," "Marseille customers."

ID number, employer, marital status, political affiliation, etc. Completely out of place for a simple loyalty program. You're just exposing yourself legally with no upside.

Password. With a QR code, the customer never logs in. No need for a password. Zero security overhead. Good for them, good for you.

Optional data

Notes / Preferences. A free-text field for things like "Gluten-free," "Allergic to peanuts," "VIP customer," or "Referred by Marie." It's optional for them, but incredibly valuable for you. After two months of collecting notes, you build a real portrait of each customer. At checkout you glance at the notes and adapt your approach. Costs nothing to offer.

Favorite product category. For shops with multiple departments (specialty foods + beauty products, for example). You note "Loyally buys imported pasta" or "Mostly buys red wines." It guides your pitch on the next visit. Again, optional, but very useful.

Frequently asked questions

What if a customer refuses to give me their email?

No problem. Create the card with just the first name, and note in the customer notes: "No email." You'll see that every time they come in, and maybe they'll volunteer it later. The key is not to block signup on email.

Should I sync my point-of-sale data with my loyalty program?

Technically possible (POS integration), but not required. A standalone program on your phone works just as well. Automatic syncing saves time if you have many customers, but it also adds complexity. It depends on your volume.

How long should I keep customer data?

Under GDPR, you hold data as long as it serves your stated purpose (loyalty). Once a customer hasn't come back in two years, or they ask you to delete it, you must comply. It's straightforward: 2–3 years is reasonable for a small shop.

Can I export the customer list for targeted ads?

Yes, exporting to identify "3rd Arrondissement customers" or "regular buyers" is fine. Selling the list to a third party? No. Using it for ads without consent? No. Follow GDPR basics and you're good.