THE VALUE OF LOYALTY

Now that offering a customer-loyalty program no longer guarantees a long-term competitive advantage, retailers are looking even more closely at the customer data such programs allow them to collect. In addition, some savvy retailers are using that data to shape their marketing and merchandising operations, in hopes of influencing the very customers they gathered information from in the first place."You

Now that offering a customer-loyalty program no longer guarantees a long-term competitive advantage, retailers are looking even more closely at the customer data such programs allow them to collect. In addition, some savvy retailers are using that data to shape their marketing and merchandising operations, in hopes of influencing the very customers they gathered information from in the first place.

"You need to have accurate, clean data," said Andy Carrano, spokesman for A&P, Mont

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