LOYALTY'S ROYALTIES

Frequent-shopper programs have grown in the supermarket industry, not just in number, but in sophistication. The most advanced customer-loyalty programs draw detailed portraits of shoppers, allowing retailers to segment their customers in order to make effective marketing decisions.do lend themselves to softer measurements, such as customer retention.All in all, IS executives will be keeping a closer

Frequent-shopper programs have grown in the supermarket industry, not just in number, but in sophistication. The most advanced customer-loyalty programs draw detailed portraits of shoppers, allowing retailers to segment their customers in order to make effective marketing decisions.

do lend themselves to softer measurements, such as customer retention.

All in all, IS executives will be keeping a closer eye on frequent-shopper programs, noting both what they can do and what t

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