PLAYING THE LOYALTY CARD

If customer loyalty is the undiscovered terrain, supermarkets are in danger of drowning in the sea of frequent shopper program discounts before they get there.Retailers and key marketing consultants agree that these frequency programs need to progress beyond their emphasis on price offers and to take advantage of the data-mining opportunities they represent to build loyalty. Some chains are doing

If customer loyalty is the undiscovered terrain, supermarkets are in danger of drowning in the sea of frequent shopper program discounts before they get there.

Retailers and key marketing consultants agree that these frequency programs need to progress beyond their emphasis on price offers and to take advantage of the data-mining opportunities they represent to build loyalty. Some chains are doing it well now, but the industry has only scratched the surface of what could become a powe

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