DRUG CHAINS PRESCRIBE LOYALTY CARDS FOR VOLUME

ALEXANDRIA, Va. -- The chain drug store industry is launching a card-based consumer-loyalty program, a marketing initiative that has been successful in food retailing. d Marketing Inc., Braintree, Mass., a service company specializing in loyalty marketing. The NACDS Services Corp., a for-profit subsidiary of the NACDS, is executing the program. Implementation is expected by July with completion by

ALEXANDRIA, Va. -- The chain drug store industry is launching a card-based consumer-loyalty program, a marketing initiative that has been successful in food retailing.

d Marketing Inc., Braintree, Mass., a service company specializing in loyalty marketing. The NACDS Services Corp., a for-profit subsidiary of the NACDS, is executing the program. Implementation is expected by July with completion by June of next year.

"Loyalty-marketing programs have generated tremendous returns in other classes of trade, but as yet few programs have been implemented by traditional drug chains," said Lance Clark, NACDS senior vice president for non-pharmacy programs.

The program is designed to generate front-end sales for participating chains.

Among the services CCMI will provide are database marketing and management including card development and printing, system design and integration, hardware and software management, training and the generation of various reports. The NACDS Services Corp. will serve as share-group facilitator in the first year of implementation. As the facilitator, the service corporation will coordinate sponsoring manufacturers.