Willard Bishop provide some good case studies in their current Competitive Edge publication entitled, "Loyalty Cards: To Have or Not to Have?"
There are many food retailers who currently do not have loyalty cards. A significant contributor to their hesitation is the perception: “they’re just another discount delivery vehicle”. Another criticism: “cards can’t build loyalty when shoppers have them from every operator”. While it’s true that many retailers have treated loyalty cards as just another TPR delivery device, and others have siloed the data internally, the best are using loyalty data to develop truly shopper-centered merchandising plans, identify opportunities, and scorecard progress. This month’s Competitive Edge highlights some case examples showing how loyalty cards fuel the development of shopper-centered merchandising.