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NUMBER OF FREQUENT SHOPPER PLANS GROWING: STUDY

NAPLES, Fla. -- About 20% of U.S. supermarkets will be using frequent shopper programs by year end.retailers, or 4,235 stores, currently have frequent shopper programs in place. An additional 54 chains are now rolling out programs, which will bring the total number of stores to 5,996 when all rollouts are completed.The study defined frequent shopper as any program in which retailers issue identification

NAPLES, Fla. -- About 20% of U.S. supermarkets will be using frequent shopper programs by year end.

retailers, or 4,235 stores, currently have frequent shopper programs in place. An additional 54 chains are now rolling out programs, which will bring the total number of stores to 5,996 when all rollouts are completed.

The study defined frequent shopper as any program in which retailers issue identification cards to consumers and have the potential to monitor consumer behavior.

Supermarkets in the Mid-Atlantic region are most likely to use a frequent shopper program, with 30.5% of stores in the region equipped with a card-based marketing system. A close second is New England, where 27.2% of stores have programs.

Stores using electronic marketing least are in the Southwest and West Central United States. Only 5.9% of Southwestern stores and 9% of West Central stores now have frequent shopper programs.

The study also found that 55% of the retailers now using frequent shopper programs collect consumer data down to the item level.