Since launching one of the industry’s first loyalty marketing programs in 1993 at his one-store independent operation, Green Hills, owner Gary Hawkins has become a loyalty maven. His advanced loyalty marketing strategy earned his Syracuse, N.Y.-based store national recognition in 2001 from Inc. magazine as “The Best Little Store in America.” The basis for that strategy is data. “Many retailers gather loyalty data,” Hawkins said. “The key difference ...

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