I did a quick industry study for our recent Electronic Marketing Conference to find out the penetration of electronic marketing/frequent shopper (preferred customer, frequent buyer, card-based marketing, front-end electronic marketing, data base marketing, etc.) programs in supermarkets. Here are my numbers, followed by an explanation of what to watch for in the numbers. A total of 12% of all supermarkets (stores) have these programs, which is 21% of all chains, which represent 37% of the ...

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