HAGGEN FOODS ESTABLISHING FREQUENT-SHOPPER DATABASE

DEENA AMATO-McCOY

BELLINGHAM, Wash. -- A new frequent-shopper program that kicked off in seven Haggen Foods stores has signed up 100,000 cardholders within four weeks of implementing the program.

The priority for Haggen here is to identify its dedicated customers and establish a database to provide targeted marketing to its best shoppers, according to Scott Smith, director of advertising.

"Our aim is to establish a better relationship with our top customers, and to do that we need to pay extra attention to what their needs are," he said.

"Being able to earn discounts and special offers are important to the customer. For us to keep track of which promotions make an impact we are developing a database for targeted marketing."

The card program, which began as a pilot in one Washington state store in June, was rolled out to the retailer's seven stores by late October.

Customers present their cards at checkout to receive electronic discounts on sale and promotional items. As the cashier swipes the card's bar code through the point-of-sale scanner, discounts are applied electronically.

Haggen's loyalty card also offers consumers automatic sweepstakes entries, and "Surprise Rewards," awarded to customers based on their purchase history. "These may be offers that only the best customers receive through the mail," Smith said. The card also entitles members to discounts at noncompeting local businesses.

Members' check-cashing privileges are also expanded through the card.