This increase enables our retailers to understand who their most valuable customers are and treat those customers as VIPs. Through loyalty marketing you know when he's coming in and what he's buying. We have recognized the importance of CRM, and it is a focal point in our strategy. It brings us closer to understanding the values which are important to our customers. This knowledge allows us to deliver the benefits that keep them loyal to our stores.
Customers are different.
Just because a shopper may shop for the same item at the same time as another doesn't mean they are shopping for the same reasons. There are certainly some common attributes we can chart about our customers who use the program. You have to look also to the store format and location. We have not found hard data that supports increased frequency, but certainly, an increased basket can be a result of a well-run loyalty program. We have found that, when shoppers feel comfortable, they move more of their business to your store.