The understanding and use of customer information as gathered through retail frequent shopper programs has forever changed the retail playing field. Yet many retailers are not using this information strategically, putting themselves at a competitive disadvantage and leaving untold profits on the table. And many packaged goods and private label manufacturers have yet to grasp the powerful implications of this information for their own businesses.
In this groundbreaking book, Gary Hawkins, a worldwide authority on information enabled retailing, takes you step-by-step through the concepts and techniques of building a customer specific enterprise. He shows you how your frequent shopper program can become a powerful vehicle to segment your customer base, target your marketing efforts and maximize your profitability. Key strategies such as Customer Category Management and Yield Management are discussed, complete with charts and graphs to illustrate key points.
Examples of world-class customer specific retailers are used throughout to demonstrate these strategies at work.
