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Hot Issue: Loyalty Marketing

5/14/07
Chain Store Age: Online Loyalty

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RetailWire featuring the Chain Store Age Magazine Article: Fitting Room Blues

As shoppers rely on the web to research merchandise and make purchases, they are also demanding that the medium support store-level services, including loyalty programs. But traditional point-based, or clipless coupon-style programs, just won't do. Instead, shoppers are demanding immediate, specific and individualized attention that fits their needs and behaviors. So retailers are looking beyond basic store-level methods as they shift their loyalty efforts online. What would you recommend as criteria for setting up an online loyalty program?

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