BANKING ON FREQUENT SHOPPERS

Electronic frequent-shopper programs hold the potential to supply brand marketers with the ultimate data bank of consumer information.The information-rich programs, if implemented on a wide enough basis, could usher in a new era of highly efficient and effective brand-oriented target-marketing programs.The big question is how quickly frequent-shopper programs can achieve the "critical mass" needed

Electronic frequent-shopper programs hold the potential to supply brand marketers with the ultimate data bank of consumer information.

The information-rich programs, if implemented on a wide enough basis, could usher in a new era of highly efficient and effective brand-oriented target-marketing programs.

The big question is how quickly frequent-shopper programs can achieve the "critical mass" needed on a national basis to warrant substantial manufacturer investment in the data

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