APPLY YIELD MANAGEMENT TO LOYALTY CARDS, RETAILERS URGED

CHICAGO -- Retailers may be distributing frequent-shopper cards in record numbers, but some are expressing dissatisfaction with the overall performance of their customer-loyalty programs.Programs can establish some level of loyalty and increase sales volume, but the loyalty can be short-lived if a competitor introduces its own frequent-shopper program. In addition, retailers looking more deeply into

CHICAGO -- Retailers may be distributing frequent-shopper cards in record numbers, but some are expressing dissatisfaction with the overall performance of their customer-loyalty programs.

Programs can establish some level of loyalty and increase sales volume, but the loyalty can be short-lived if a competitor introduces its own frequent-shopper program. In addition, retailers looking more deeply into the data such programs provide are finding that simply encouraging customers to incre

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