A&P CASH, GIFTS LURE PREFERRED CUSTOMERS

CHARLESTON, S.C. -- A frequent shopper pilot program offering cash and gift rewards to preferred customers who increase their spending levels has succeeded in substantially boosting incremental sales at A&P, Montvale, N.J.Under the program, A&P targeted what it called its moderate shoppers -- 20% of customers who account for 35% of sales -- by offering them incentives for stepping up to a series of

CHARLESTON, S.C. -- A frequent shopper pilot program offering cash and gift rewards to preferred customers who increase their spending levels has succeeded in substantially boosting incremental sales at A&P, Montvale, N.J.

Under the program, A&P targeted what it called its moderate shoppers -- 20% of customers who account for 35% of sales -- by offering them incentives for stepping up to a series of higher spending brackets, said Lawrence Zimmerman, A&P's vice president of

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