Supermarkets are challenged to win true shopper loyalty with programs that deliver real value for their best customers. Jim Hertel, senior vice president, Willard Bishop Consulting, Chicago, said supermarkets need to dramatically rethink how their loyalty programs reward shoppers. He noted supermarkets haven't been nearly as successful as loyalty programs in the airline and hotel industries, "where people live and die to get points. The issue is how to make these programs worthwhile as a ...

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