PARTNERING FOR LOYALTY

Over the years, product manufacturers have had limited involvement in card-based frequent-shopper programs. Proponents of loyalty marketing have long advocated more partnering with supermarket retailers, who own the purchase data collected from shoppers. Yet, the level of co-marketing has been essentially flat for years.That is changing.Today's competitive marketplace is causing executives to look

Over the years, product manufacturers have had limited involvement in card-based frequent-shopper programs. Proponents of loyalty marketing have long advocated more partnering with supermarket retailers, who own the purchase data collected from shoppers. Yet, the level of co-marketing has been essentially flat for years.

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