Bruce Evans explains

摘要

Clever analysis of transaction data can provide valuable customer information similar to the type of information that you might get from a customer loyalty system. However, although customer loyalty systems enable retailers to run highly targeted one-to-one direct marketing campaigns, many commentators within the industry do not believe that they warrant the estimated ￡50 million per year that companies like Sainsburys and Tesco are reputed to spend on them. Other high profile retailers have taken the deliberate decision not to have loyalty card schemes and avoid the costs.