The turkey giveaway illustrates the dilemma retailers encounter with tying in-store media to frequent shopper rewards programs. How do you target and reward your best customers without alienating others who may not spend as much?
Some retailers, like Lees Market, Westport, Mass., are known to pass the free bird onto to their best customers quietly. Others, like Ukrop's Super Markets, Richmond, Va., mount a free bird promotion with in-store hoopla. Ukrop's shoppers can earn "Turkey Poi