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.
Privacy is a hot point with most consumers.
Our retailers practice a very firm privacy policy. They like the flexibility of the program. We have also heard that because we fly the program under a common banner, the program is cost-effective. Usually they participate in specially funded programs. They appear to be very pleased with this approach, because we're able to give them sales results.