Loyalty cards and insurance Every little helps

　　會員卡和保險 積少成多

　　As it pushes into finance, Tesco s Clubcard gives it a competitive edge

　　樂購進軍金融界，其會員卡為之奠定優勢

　　SOME young drivers get tanked up and wrap their cars round lampposts; others drivecarefully, and sober.

　　一些年輕的司機給車加滿油，不開而是停在路燈邊上;也有一些謹慎上路，不過時刻清醒絕不酒駕。

　　Insurers would love to collect more background information on the personal habits of thosebuying motor, household and life policies, but do not want to put off potential customers withintrusive questionnaires.

　　之于購置汽車，家居用品和人壽保險的消費者，保險商更樂意于收集他們的個人喜好，而不是用無禮的問卷趕走潛在客戶。

　　So they end up pooling groups of people by such basic factors as age, occupation andpostcode, which means that some low-risk customers are lumped in with risky ones andsubsidise their cover.

　　因此他們趨向于將收集的信息劃成年齡，職業，地域郵編等分類，也就是說把不樂意冒風險的和有冒險意識的客戶放在一起考慮，用后者的投資彌補前者的保險金。

　　If only insurers could stealthily gather a few titbits about their potential policyholders consumption habits.

　　若保險公司真能暗地里收集到些許潛在投保人的消費喜好也不是壞事。

　　Such hints might help them more accurately target those customers least likely to makeclaims, and attract them with better rates.

　　這些線索能幫他們更準確的找出不愿投保的人，并以優惠的利率將其吸引過來。

　　As it happens, Tesco routinely collects such information from holders of its Clubcard loyaltycard.

　　碰巧樂購長期以來也正用會員忠誠卡收集客戶的信息。

　　As it bulks up in financial services, that may give Britain s largest supermarket chain an edgeover traditional insurers.

　　樂購在金融服務業正日益壯大，相較于傳統保險公司，這種忠誠卡將會使這個英國最大的超市產業鏈在信息收集上更具優勢。

　　To give an obvious example, it would be worth offering pet insurance to someone who hasstarted buying kitty-litter.

　　舉個典型的例子，向開始買貓砂的人推銷寵物保險是值得一試的;

　　Buying lots of booze does not make you a drunk-driver, but someone who buys little or noneseems less likely to be one.

　　瘋狂買酒的人不一定會酒駕，但幾乎不買酒的人可能性更小;

　　Buyers of window locks are likely to be more security-conscious, and so on.

　　買窗鎖的人極有可能安全意識較強，等等。

　　Tesco declined to discuss how it uses Clubcard data for this article.

　　樂購拒絕在如何利用會員卡收集信息方面談得過多。

　　But a group of students at the London School of Economics carried out a class project in whichthey made several applications for Tesco car insurance.

　　但倫敦經濟學院的一組學生對此做了課題并投保了樂購車險。

　　When they gave the number of an unused Clubcard it earned a 1% discount.

　　當他們報出一張已經閑置不用的卡號時，只得到1%的折扣;

　　When they gave the same personal details but quoted the numbers of heavily used Clubcards,the discounts varied greatly, reaching 18%.

　　而當他們用同樣的身份信息加上頻繁一個使用的卡號時，折扣大的多，將近有18%。

　　To paraphrase Tesco s slogan, it seems that every little scrap of information helps.

　　借用樂購的標語，似乎正是涓流成河，積少成多。

　　Loyalty cards and insurance Every little helps

　　會員卡和保險 積少成多

　　As it pushes into finance, Tesco s Clubcard gives it a competitive edge

　　樂購進軍金融界，其會員卡為之奠定優勢

　　SOME young drivers get tanked up and wrap their cars round lampposts; others drivecarefully, and sober.

　　一些年輕的司機給車加滿油，不開而是停在路燈邊上;也有一些謹慎上路，不過時刻清醒絕不酒駕。

　　Insurers would love to collect more background information on the personal habits of thosebuying motor, household and life policies, but do not want to put off potential customers withintrusive questionnaires.

　　之于購置汽車，家居用品和人壽保險的消費者，保險商更樂意于收集他們的個人喜好，而不是用無禮的問卷趕走潛在客戶。

　　So they end up pooling groups of people by such basic factors as age, occupation andpostcode, which means that some low-risk customers are lumped in with risky ones andsubsidise their cover.

　　因此他們趨向于將收集的信息劃成年齡，職業，地域郵編等分類，也就是說把不樂意冒風險的和有冒險意識的客戶放在一起考慮，用后者的投資彌補前者的保險金。

　　If only insurers could stealthily gather a few titbits about their potential policyholders consumption habits.

　　若保險公司真能暗地里收集到些許潛在投保人的消費喜好也不是壞事。

　　Such hints might help them more accurately target those customers least likely to makeclaims, and attract them with better rates.

　　這些線索能幫他們更準確的找出不愿投保的人，并以優惠的利率將其吸引過來。

　　As it happens, Tesco routinely collects such information from holders of its Clubcard loyaltycard.

　　碰巧樂購長期以來也正用會員忠誠卡收集客戶的信息。

　　As it bulks up in financial services, that may give Britain s largest supermarket chain an edgeover traditional insurers.

　　樂購在金融服務業正日益壯大，相較于傳統保險公司，這種忠誠卡將會使這個英國最大的超市產業鏈在信息收集上更具優勢。

　　To give an obvious example, it would be worth offering pet insurance to someone who hasstarted buying kitty-litter.

　　舉個典型的例子，向開始買貓砂的人推銷寵物保險是值得一試的;

　　Buying lots of booze does not make you a drunk-driver, but someone who buys little or noneseems less likely to be one.

　　瘋狂買酒的人不一定會酒駕，但幾乎不買酒的人可能性更小;

　　Buyers of window locks are likely to be more security-conscious, and so on.

　　買窗鎖的人極有可能安全意識較強，等等。

　　Tesco declined to discuss how it uses Clubcard data for this article.

　　樂購拒絕在如何利用會員卡收集信息方面談得過多。

　　But a group of students at the London School of Economics carried out a class project in whichthey made several applications for Tesco car insurance.

　　但倫敦經濟學院的一組學生對此做了課題并投保了樂購車險。

　　When they gave the number of an unused Clubcard it earned a 1% discount.

　　當他們報出一張已經閑置不用的卡號時，只得到1%的折扣;

　　When they gave the same personal details but quoted the numbers of heavily used Clubcards,the discounts varied greatly, reaching 18%.

　　而當他們用同樣的身份信息加上頻繁一個使用的卡號時，折扣大的多，將近有18%。

　　To paraphrase Tesco s slogan, it seems that every little scrap of information helps.

　　借用樂購的標語，似乎正是涓流成河，積少成多。