CONNECTING THROUGH CARDS

Critics of loyalty cards have long complained that retailers don't make the most of their loyalty card programs and the data collected through them.They contend that stores use the cards just for electronic discounts. The cards, they say, don't deliver targeted messages and rewards to the best and most loyal customers, which was supposed to be the main point of the programs.That may be starting to

Critics of loyalty cards have long complained that retailers don't make the most of their loyalty card programs and the data collected through them.

They contend that stores use the cards just for electronic discounts. The cards, they say, don't deliver targeted messages and rewards to the best and most loyal customers, which was supposed to be the main point of the programs.

That may be starting to change, however, as the technology behind the programs matures and retailers g

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