For Retail Professionals

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	October 4, 2005 Getting Retailers Started With A Loyalty Program How To Make The Right Organizational And Technology Decisions by Carrie Johnson with Charles P. Wilson, Brian Tesch

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Executive Summary

When done right, a loyalty program serves as a means to capture insight that is vital to understanding customers and increasing their loyalty. However, not all retailers need a loyalty program to create loyalty. Before deciding if such a program is right for them, retailers should analyze their product mix and customer knowledge needs. Those that should have a loyalty program will find a fragmented but flexible technology landscape. A retailer's customer information, internal resources, and cost tolerance will ultimately dictate its technology purchase decisions.

TABLE OF CONTENTS

• Retailers Underwhelm Customers With Loyalty Efforts
• Successful Loyalty Programs Require Upfront Planning
• Technology Solutions Vary By Retailers' Needs

WHAT IT MEANS

• Retailers Extend Loyalty Efforts Beyond The Card
• Supplemental Material
• Related Research Documents

This is an excerpt

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