CATEGORY MANAGEMENT, LOYALTY LINK CAN DRAW 'BIG SHOPPER'

LOS ANGELES -- Customer-loyalty programs alone aren't sufficient to get the most valuable consumers to concentrate their spending with one retailer. To encourage these heavy shoppers to spend more in one store, loyalty programs need to be linked to category management efforts to create the most appealing product mix.These heavy shoppers represent a significant business opportunity for retailers, according

LOS ANGELES -- Customer-loyalty programs alone aren't sufficient to get the most valuable consumers to concentrate their spending with one retailer. To encourage these heavy shoppers to spend more in one store, loyalty programs need to be linked to category management efforts to create the most appealing product mix.

These heavy shoppers represent a significant business opportunity for retailers, according to Bill Bishop, president of Willard Bishop Consulting, Barrington, Ill.

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