STUDY SUPPORTS FREQUENT-SHOPPER PROGRAMS

BOCA RATON, Fla. -- With supermarkets facing shopper loyalty challenges comparable to those that worry brand marketers, frequent-shopper programs can and should play a more prominent role in building store sales.That was the conclusion of a major study commissioned by the Coca-Cola Retailing Research Council and presented last month at the Food Marketing Institute's Midwinter Executive Conference

BOCA RATON, Fla. -- With supermarkets facing shopper loyalty challenges comparable to those that worry brand marketers, frequent-shopper programs can and should play a more prominent role in building store sales.

That was the conclusion of a major study commissioned by the Coca-Cola Retailing Research Council and presented last month at the Food Marketing Institute's Midwinter Executive Conference here.

Its findings suggest vigorous support of store-loyalty programs could be a

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