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Hot Issue: Loyalty Marketing

9/17/07
Loyalty Programs on Fast Evolutionary Track

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Loyalty programs can do more than just give shoppers rewards for spending a lot of money. The next trend appears to be to better target the "best of breed" shoppers. However, chains do have to dig deeply into the data to make sure future frequent shopper deals are aimed at the perfect audience. Is focusing heavily on the top spending consumers the right strategy to pursue? What role can suppliers play in either of these two tactics?

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