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.

That is changing.

Today's competitive marketplace is causing executives to look more closely at these programs. Based on interviews with retailers, manufact

Register to view the full article