Abstract:
The paper describes how the development of store loyalty programmes enabled the emergence of a new kind of data allowing analysis of consumer behaviour at the point of sale. This information is of course first used to develop purchases of the store's loyalty card holders, then to describe behavioural characteristics of these clients. But a third way of analysis now exists, thanks to the size of FMCG stores' client databases; the analysis of consumer behaviour on product categories and consumer reaction before marketing stimuli.
This could also be of interest:
Research Papers
Loyalty cards
Catalogue: Seminar 1997: The Changing Retail Scene
Author: Rowena Patterson
Company: Ipsos MRBI
June 15, 1997
Research Papers
Brand loyalty
Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Author: Ian D. Greig
 
September 1, 1996
