Ubiquitous collaborative iTrust service: Exploring proximity collective wisdom
Information Systems Frontiers
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Loyalty systems provide an interesting possibility forvendors in customer relationship management. This holdsfor both real world and online vendors. Beside potentialbenefits of loyalty systems, customers may fear an invasionof privacy, and thus often refuse to participate in such programs.In this paper, we present two variants of a privacy-friendlyloyalty system to be used by online vendors for issuingloyalty points. The systems prevent vendors from exploitingdata for the creation of customer profiles by providingunconditional unlinkability of loyalty points with regardto purchases. We propose a simple token-based approachand a counter-based approach which is much more efficientwhile preserving the privacy and security properties. Furthermore,the counter-based loyalty system prevents poolingof loyalty points issued to distinct customers.