SAN ANTONIO -- While many retailers agree that frequent-shopper programs yield important data about the spending habits of their customers, using that information to affect shoppers' buying behavior has been a more elusive goal. Even retailers with long-established customer loyalty programs acknowledge their limitations. "I don't think there's such a thing as a loyal shopper," said Bob Brodbeck, president and chief executive officer of Dick's Supermarket, Platteville, Wis. "There are higher ...

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