Loyalty Programs Don't Treat Heavy Buyers as Special

Shopper Tech Update January 9, 2012 - Volume 3, Issue 1

In This Issue

LOYALTY MARKETING: Loyalty Programs Don't Treat Heavy Buyers as Special

DATA WAREHOUSING: Why Use an Enterprise Demand Signal Repository for POS Data?

SHOPPER TECH NEWS: Institute Adds Director of Industry Relations

MARKET WATCH

STI Social Media Groups

Quick Links

Shopper Technology Institute website

LEAD Marketing Conference website

CPGmatters Ezine

Loyalty Marketing

Loyalty Programs Don't Treat Heavy Buyers as Special

There has been a surge in the number and type of loyalty programs over the past few years. This is due in part to new technology that has increased the number of offerings on the market: mobile messaging is growing; Entry Point Marketing offers front-of-store targeted offers; My Coke Rewards brought proof-of-purchase into the digital age. Meanwhile, the proliferation of direct mail shows no signs of abating.

It has become hard for manufacturers and retailers alike to ignore the torrent of data that is available - be it POS, customer segmentation studies, panel data, or internal databases. They are all saying that the current customer base is vital to the health of an organization. The weakening economy and the complex competitive landscape has magnified the "churn" rate - a problem only exacerbated by the increased difficulty in attracting new users to a brand. This, combined with new technologies, is why there has been renewed focus on the core or "heavy" buyer.

Unfortunately, many of these programs are not driving incremental volume...

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Data Warehousing

Why Use an Enterprise Demand Signal Repository

For POS Data?

Many people think of a Demand Signal Repository as data that is used strictly for category management. Although it remains valuable for category management teams, departments across the enterprise will find it useful.

"About 50% of our requests for information are now coming from the supply chain side of the business. Some also come from forecasting or marketing teams that are looking at leveraging POS data for forecasting and promotion analysis. But the majority of time, we are still seeing the category management teams and supply chain spearheading the effort for an enterprise DSR," said Janet Dorenkott, co-founder and chief operating officer, Relational Solutions...

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ShopperTech News

Institute Adds Director of Industry Relations

James ("Jamie") Tenser has joined the Shopper Technology Institute (STI) as Director of Industry Relations, a new executive position.

In his role, he will reach out to manufacturers, retailers, and solution providers to create awareness of the institute and its value. In addition, he will contribute to the strategic planning for STI's LEAD Marketing Conference. The fourth annual event, scheduled Oct. 1-3 in Chicago, focuses on Loyalty, Engagement, Analytics and Digital solutions.

Tenser is an author and consultant to the retail and consumer products industry. His firm, VSN Strategies, focuses on merchandising, marketing, consumer behavior, shopper media, category management, service practices, and multichannel retailing.

He is considered an authority on retailing, brand marketing, and consumer trends, and has written two business books: Consumer Service Excellence and Tenser's Tirades.

Tenser can reached at jtenser@shoppertech.org, and 520-797-4314.

Market Watch

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McKinsey & Company Acquires Henry Rak Consulting Partners

Inmar Named Best Private Technology Company

Demo of Customer Segment Solutions at NRF

Offering Secure Coupons on Facebook to Drive Sales

Video Rewards to Bring Content and Savings to Consumers

New App Delivers Promos to Smartphones

Multi-Brand Organic Coupons Are Now Online

USDA Launches Online Nutrition SuperTracker

Shopper Technology Institute Sponsoring Members