MARKETERS USE FREQUENT SHOPPER DATA

SAN DIEGO -- Retailers may hold all the cards when it comes to their frequent shopper programs, but brand marketers can use them effectively to promote and to gather market intelligence."For manufacturers, there is an opportunity to use frequent shopper data to identify customer groups," said John Lucke, manager of data-base marketing at DCI Cardmarketing, Manasquan, N.J. Uses for the data include

SAN DIEGO -- Retailers may hold all the cards when it comes to their frequent shopper programs, but brand marketers can use them effectively to promote and to gather market intelligence.

"For manufacturers, there is an opportunity to use frequent shopper data to identify customer groups," said John Lucke, manager of data-base marketing at DCI Cardmarketing, Manasquan, N.J. Uses for the data include promotion analysis, target marketing campaigns and marketing research, he said, speaking at the AUGI '96 category management conference sponsored by Information Resources Inc., Chicago.

Card program data bases can be mined for household-specific purchase data following the promotion, he said. Shopper data can also be used before the fact to help design targeted campaigns.