One exciting outgrowth of increasing involvement in card-based frequent shopper programs is the potential for finely targeted promotions using shopper data bases. Since high card penetration is a prerequisite for data base activity, development in this area may be expected to lag behind that of card programs. However, survey results show a high degree of anticipation. Participation among retailers is expected to double to 67% of supermarket chains, while 38% of brand marketers said they ...

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