CULTIVATING DATA

Many retailers are reaching the conclusion that the true value of their frequent-shopper programs lies less in providing discounts to shoppers and more in the data gathered during all customer interactions.This data, warehoused and mined using advanced applications, is being used to shape numerous marketing programs, ranging from demographically targeted direct mail and e-mail to in-store promotions

Many retailers are reaching the conclusion that the true value of their frequent-shopper programs lies less in providing discounts to shoppers and more in the data gathered during all customer interactions.

This data, warehoused and mined using advanced applications, is being used to shape numerous marketing programs, ranging from demographically targeted direct mail and e-mail to in-store promotions and displays. A few distributors are partnering with manufacturers, providing them wi

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