Dorothy Lane Biometric Loyalty Program Off to Fast Start

MICHAEL GARRY

DAYTON, Ohio — Dorothy Lane Market, a three-store independent here, has signed up 3,000 customers to its biometric loyalty and payment program just two weeks after a soft launch on July 18 and a week after the official launch July 25, said Amy Brinkmoeller, director of information services. The program, provided by Pay By Touch, San Francisco, allows shoppers to use a fingerprint scan to call up and print a list of 10 targeted offers at an in-store kiosk and then receive the discounts — and pay for their order — via a fingerprint scan at the POS. “We are very pleased with the response,” said Brinkmoeller, who added that Dorothy Lane’s goal is to have about 40% of shoppers — about 20,000 — enrolled in the program. Shoppers may opt to use their loyalty card to trigger the weekly kiosk discounts and receive them at the POS. They can also receive weekly emails listing the targeted offers; last night the first group of email offers was sent, said Brinkmoeller.

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