The Seattle Times ran a story titled, "Club cards: Loyalty in the bag? Not really." Anyone in the industry (that's not a retailer) has long known that club cards create no loyalty. And, customers long ago figured out that the "savings" they were getting are the same discounts they got before without a card.
So, why have them?? It's the data stupid. While many retailers still believe that cards enhance loyalty, the primary reason for their continued use if the new form of data provide. The bad news,...most retailers misuse and misunderstand that data too.
OK, I'll turn off the cynicism now. Card data can be powerful and this article is worth the quick read.
Seattle Times Article Link
Back to the lastest Bart's Brief stuff.
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