NEW YORK -- Hybrid loyalty programs -- those that focus on more than one objective -- are especially critical for grocery retailers, according to Deborah Pine, principal and co-founder, PreVision Marketing, Lincoln, Mass. a relationship with them. The importance of such hybrid programs for supermarkets in particular is compounded by the very slim profit margins of that class of trade. Pine said she worked with one grocery chain to determine how much money it could afford to spend to reward ...

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