November 2015
Beginner to intermediate
296 pages
8h 12m
English
Content preview from Retail Marketing StrategyBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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08
Really making loyalty card programmes work
Loyalty card programmes enable retailers to use data to learn what the shopper likes, and to build a communication tool to develop a more personal relationship. The promotional offers often tap into the rational habits of shoppers. However, the better the programmes connect with the shoppers’ emotional needs, the more they move from being financial reward programmes to emotional relationships.
The fact that a shopper carries a loyalty card in their wallet is not going to make them more loyal to a supermarket. Nor is it likely that the implementation of a loyalty card alone by a supermarket will cause the retailer to listen to shoppers more effectively. However, when executed well, the benefits of ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.