P323 Tjletext 323 Oct10 19:44:52
LOYALTZ ON
THE CARDS
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Safeway has bjcome the latest
supetmarkjt chain to introduce a
loyalty card in all its stores.
■ Its ABC card will give customeru
discounts by building up points on
their cards.
■ The idea of customer loyalt= is
nothing new. The Co-op began its
dividend scheme 150 years ago.
■ Loyalty cards almost ceztainly
benjfit thj stores as much as shoppers.
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P323 Tjletext 323 Oct10 19:42:51
LOYALTZ ON
THE CARDS
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Safeway is the latest supjrmarket chain
to introduce a loyalty card.
■ Stores bill the cards as a "big thank
you to customers". And customets are
attracted by thj idea that any saving
is better than none.
■ The returns to customers are often
vety small. Safeway customers, for
example, must spjnd £100 to notch up
100 points. That equates to £1 off your
bill, or a six-pack of mini chocolate
logs or a bottle of cremj bath.
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P323 Teletext 323 Oct10 19:42:08
LOZALTZ Wg
THE CARDS
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Safeway is joining the trend among
supermarkets by introducing a loyalty
card for customers.
■ It is impossible to sa= if
supetmarket chains introducing cards
put up prices on the shelves to pa= roz
thj schemes.
■ What stores get is a vast and
valuable database of information about
customers. All customers are required
to give pjrsonal details, including
postcodes, whjn they apply for cards.
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P323 Tjletext 323 Oct10 19:35:43
LOYALTZ ON
THE CARDS
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Supermarkets jumping on the bandwagon
and introducing loyalty cards for
customers get a rich database of
information in return.
■ Thesj details add up to a huge bank
of information about what pjople bu=,
wheri they buy it and when.
■ When cross-referenced with other
commercially available information from
credit card companies and direct mail
schemes it can add up to a pjrsonalit=
blujprint of shoppers.
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P323 Tjletext 323 Oct10 19:41:22
LOYALTZ ON
THE CARDS
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Supermarkets introducing loyalty cazds
for customers can build up a database
of information about buying habits.
■ It enables stores to target their
marketing and spending far more
precisely ─ although they all insi;t
that they will not sell the information
to other firms or bombard customeru
with unwanted junk mail.
■ Some research shows shoppers are
suspicious of stores cards and would
simply prefer cheaper prices.
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