The Power of Loyalty Marketing
Every shopper likes to belong, to feel like an insider, to get a good deal that can’t be had anywhere else. At least, those are the cravings that retailers are counting on – and playing to – by asking their customers to use so-called loyalty cards, those small pieces of plastic so many of us have been conditioned like sheep to carry around in our wallets or on our key chains. I don’t know about you, but I have a handful of them, three for groceries alone (Stop & Shop, Shaw’s and Price Chopper), one for books (Barnes & Noble) and one for, well, this and that (CVS/Pharmacy). And while I sometimes feel like I’m being subjected to undue scrutiny when asked to produce one of these cards at the…