The One You're Looking For: Target Customer

October 2004
Convenience Store News;10/16/2004, Vol. 40 Issue 13, p204
Trade Publication
This article reports that high-growth retailers recognize their "best customers" who are not only those spending the most with them but also those who are the most "open to spend" with them. Chico's Passport Club marketing and loyalty program is acknowledged for building strong customer relationships that have resulted in significant increases in the apparel retailer's average transaction size: The average transaction for Passport members is 50 percent higher than for nonmembers at $112 vs. $75. Retailers searching for relevant ways to connect with target customers are integrating content and commerce through ownership or control of highly targeted media or specific programming opportunities.


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