FREQUENT-SHOPPER PLANS SEEN AS RETAIL SUCCESS STORIES

NEW YORK -- Supermarkets may stand to gain the most from implementing frequent-shopper programs, but they are far from the only class of trade now seeking to reap substantial benefits from understanding and targeting customers.The ability to track shopper behavior and purchasing patterns in detail and devise highly effective marketing programs to boost sales among specific customer groups and product

NEW YORK -- Supermarkets may stand to gain the most from implementing frequent-shopper programs, but they are far from the only class of trade now seeking to reap substantial benefits from understanding and targeting customers.

The ability to track shopper behavior and purchasing patterns in detail and devise highly effective marketing programs to boost sales among specific customer groups and product categories is emerging as a major strategic weapon in many retailing segments.

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