The supermarket loyalty card has been around since 1987, but for many retailers it's been nothing more than a glorified discount card. There are signs, though, that retailers are finally starting to wake up to the marketing potential of cards and other in-store targeting vehicles. Retailers are beginning to leverage CRM (customer relationship management) tools that "talk" to customers and influence their shopping decisions. Indeed, several sources characterized CRM as a "secret weapon" that ...

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