Loyalty without collecting: anonymous by default

The loyalty industry was built on an implicit trade: your points for your data. Sign-up form, compulsory email, date of birth "for the birthday gift", then the unsolicited newsletters. Customers have understood the trade, and many refuse it: not loyalty itself, but the price to pay in data.

The reverse architecture

At Lecy, basic loyalty is anonymous. The customer taps the tag, confirms with a passkey the first time, earns points and unlocks rewards, without ever providing a name, an email or a phone number. Identification relies on the cryptographic key on their phone, not on their civil identity.

Data sharing only comes in one case: if the customer chooses to receive the shop's offers and news, they share their phone number. It is an explicit opt-in, never a condition for joining the programme, and it is reversible.

What it changes for the shopkeeper

Peace of mind on compliance: no collection by default, explicit consent for communication, data minimisation by design. The principles of the GDPR are not an added constraint, they are the very architecture of the product.
Maximum adoption: every form field removed pushes the sign-up rate up. Here, there are no fields at all.
A quality opt-in base: the contacts who accept communication have genuinely asked for it. High open rates, rare unsubscribes, brand image preserved.

Building loyalty with someone you do not know?

Yes, and it is the most counter-intuitive point. Loyalty does not need identity, it needs recurrence. What the shopkeeper needs to know is not who comes back, it is that they come back: visits, frequency, active customers, rewards. All of this data exists, anonymised and reliable, since every visit is proven by the tap. Respecting privacy here is not a sacrifice: it is what makes the programme acceptable to every customer, including those who would never have filled in a form.

Anonymous by default, reachable by choice: the customer file according to Lecy

A consumer belongs to nearly 18 loyalty programmes and uses only half of them. Three in four will not buy from a company they do not trust with their data. Lecy asks nothing to give a point, and that is why most people join; those who want your news or a reminder leave their details, and they are happy to be there.

30 August 20267 min read

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The Lecy way: put yourself in the customer's shoes

Your loyal customer is also loyal to the coffee shop, the butcher, the baker, the fishmonger, the cheesemonger, the hairdresser, two or three restaurants. Fifteen shops. Should they carry fifteen cards, download fifteen apps, receive texts from fifteen brands? Put yourself in their shoes: that is the whole spirit of Lecy.

31 August 20267 min read

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NFC, the gesture your customers already make to pay

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