Retail Store Shopper Cards: Competitive Differentiator?
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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?
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