DISCOVERING CRM

The supermarket loyalty card has been around since 1987, but for many retailers it's been nothing more than a glorified discount card. There are signs, though, that retailers are finally starting to wake up to the marketing potential of cards and other in-store targeting vehicles.Retailers are beginning to leverage CRM (customer relationship management) tools that "talk" to customers and influence

The supermarket loyalty card has been around since 1987, but for many retailers it's been nothing more than a glorified discount card. There are signs, though, that retailers are finally starting to wake up to the marketing potential of cards and other in-store targeting vehicles.

Retailers are beginning to leverage CRM (customer relationship management) tools that "talk" to customers and influence their shopping decisions. Indeed, several sources characterized CRM as a "secret weapon

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