DOROTHY LANE IS TRACKING TOP TIER SHOPPER LOYALTY

DAYTON, Ohio -- Having documented lower-than-industry-average shopper defection rates, Dorothy Lane Markets here is also confident it is losing the "right" customers through its electronic frequent shopper program.The retailer determined its overall defection rate of 18.8% was largely attributable to its least profitable shoppers. By contrast, the best customers -- whose spending levels put them in

DAYTON, Ohio -- Having documented lower-than-industry-average shopper defection rates, Dorothy Lane Markets here is also confident it is losing the "right" customers through its electronic frequent shopper program.

The retailer determined its overall defection rate of 18.8% was largely attributable to its least profitable shoppers. By contrast, the best customers -- whose spending levels put them in the top 30% tier -- accounted for only 2% of the total defection rate.

Industr

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