For Retail Professionals

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	March 8, 2005 Getting The Most Out Of Retail Loyalty Programs by Carrie Johnson with Charles P. Wilson, Sharyn Leaver

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Executive Summary

Consumers are increasingly disloyal, and most current loyalty programs — especially those focused primarily on discounting — won't help. But a loyalty program can be a powerful instrument to reach previously ignored aspects of loyalty, such as a customer's trust or emotional connection with a retailer. A program that benefits both customers and retailers will segment customer behavior to inform marketing, assortment, and store layout decisions.

This is an excerpt

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