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Posted by Amy Collins on February 11, 2000 at 13:27:46:
In Reply to: Cards make you LOYAL? posted by John Taylor on February 11, 2000 at 12:23:21:
No hard data, but a couple of experiences: Grocery chain cards do not "make" you loyal, but may reinforce a decision you may have already made to shop there (ie, convenience). I saw them work well in a premium chain in Richmond, VA (Ukrops) because their selling proposition was already based on loyalty--family owned, we know you & take care of you, etc.
That said, the main reason I put my current store's card on my keychain is that they printed a "lost keys" address on the back of the card, and I know it works as a way to get lost keys back! Does repeat shopping behavior equal loyalty? you don't know until you give the customer another option...
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