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WILD OATS AND CARDS

To the Editor: Wild Oats' abandonment of its frequent-shopper card program is both a shame and a lost opportunity [SN, April 12, 1999]. It appears that the program had not only won shopper and vendor support, but also increased average market baskets.database will rob Wild Oats of up-to-date information on their shoppers. Due to inevitably outdated data, the program will become less cost-effective.Jim

To the Editor: Wild Oats' abandonment of its frequent-shopper card program is both a shame and a lost opportunity [SN, April 12, 1999]. It appears that the program had not only won shopper and vendor support, but also increased average market baskets.

database will rob Wild Oats of up-to-date information on their shoppers. Due to inevitably outdated data, the program will become less cost-effective.

Jim Lee, Wild Oats' president and chief operating officer, said the card program was never intended to increase profits, but instead to add value and garner vendor support. These goals are not mutually exclusive. The card program could have rewarded the best shoppers and increased basket sizes by winning back incremental purchases that are currently going to Wild Oats' competition, whether it's a traditional supermarket or mass merchandiser.

I hope Wild Oats rethinks its decision to relinquish what was a potentially prosperous brand-loyalty- and sales-building vehicle.

Jon Robertson, president, Relationship Marketing Group Fairfield, Conn.