For optimal user experience, please upgrade your browser.
Marketing
Login to Download
Member Submitted

Retail Store Shopper Cards: Competitive Differentiator?

Don E. Schultz and Martin P. Block, Northwestern University
Platt Retail Institute

Floating Widget

Floating Share Widget

Floating Rate Widget

0
RATING

RATE THIS ARTICLE

BE THE FIRST TO RATE THIS ARTICLE

Please Select
Your Rating

This article from Platt Retail Institute's Journal of Retail Analytics summarizes research regarding the use of retail shopper loyalty cards. The researchers reviewed data covering 73 fast-moving consumer goods (FMCG) product categories found in most grocery and mass merchandising outlets. Intrigued by the changing nature of retail and in-store promotion, the researchers set out to answer several questions, including: How and why have new sales promotion approaches emerged while others have declined? And, how do consumers react to or ignore various promotional methods and tools, most especially the in-store promotional activities that have become so prevalent?

 
About this resource

Member-submitted Retail Library resources are not endorsed by the National Retail Federation. The opinions and research findings are of the submitting company alone, for the purposes of sharing ideas and information.