TARGET PRACTICE

Many retailers who have established frequent-shopper programs are realizing that such programs represent not the end of their customer-loyalty efforts, but just the beginning. Simply providing electronic discounts or establishing a points program is proving ineffective if several competitors are doing virtually the same thing.BR SN: Have supermarkets done enough to analyze the data gathered via customer-loyalty

Many retailers who have established frequent-shopper programs are realizing that such programs represent not the end of their customer-loyalty efforts, but just the beginning. Simply providing electronic discounts or establishing a points program is proving ineffective if several competitors are doing virtually the same thing.

BR> SN: Have supermarkets done enough to analyze the data gathered via customer-loyalty programs and use it for targeted marketing programs?

MIKE HUB

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