Burnham, Audrey
March 1996
Accountancy;Mar1996, Vol. 117 Issue 1231, p52
Trade Publication
The article reports on the launch of loyalty card programs by major supermarkets in Great Britain. The loyalty card program is a form of customer relationship marketing. By keeping in touch with millions of customers, the program endeavors to assess consumer behavior and to focus on loyal shoppers. In spite of this, customers have shown varied reactions to the program. The availability, design, and possible benefits of the program are further presented.


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