LOYALTY-CARD PLAN AT BALLS HIKES SALES, BASKET SIZE

KANSAS CITY, Kan. -- Balls Food Stores here has had a rapid ramp-up for its customer-loyalty program, enrolling nearly 300,000 members in less than three months. Early results include increased overall sales and significantly larger basket sizes for program members.In addition, the retailer is already thinking about how it can use the customer and sales data gathered via the program to improve its

KANSAS CITY, Kan. -- Balls Food Stores here has had a rapid ramp-up for its customer-loyalty program, enrolling nearly 300,000 members in less than three months. Early results include increased overall sales and significantly larger basket sizes for program members.

In addition, the retailer is already thinking about how it can use the customer and sales data gathered via the program to improve its marketing efforts.

"There are several tiers to a loyalty program, and the first

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