Big data innovation / Countdown / What's in my trolley?

With 1.1 million active members, the Onecard loyalty programme provides Progressive Enterprises (Countdown supermarkets) with incredible insights into the grocery shopping habits of New Zealanders.

But New Zealanders are becoming increasingly savvy as to how valuable their personal data is, and increasingly wary of how companies are using that data. In the face of this, we were tasked with coming up with a Onecard innovation that would help the programme continue to grow.

We came up with a big, bold move to open up the Onecard data to the members themselves. Turning the concept of 'data-monetisation' on its head by using the generosity of open data as a loyalty strategy.