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MARKETING
Shoppers Like
Rewards
continued from page 100
And these shoppers are
looking to retail to help their
dollars go further. For exam-
ple, gas rewards from grocers
have increased recently, a re-
sponse to high fuel prices last
year. “Though it doesn’t add
up to much, it makes you feel
like you’re getting something,”
Ferguson said. In fact, retail re-
wards were more important to
respondents than to other ma-
jor industry categories. Nearly
half of respondents, 46.4 per-
cent, noted that participating in
a retail rewards program was
more important during a reces-
sion, compared with fi nancial
services, which was cited by
23.9 percent, and travel, cited
by 21.5 percent.
“You’ve still got to buy gro-
ceries and fuel every week,”
Ferguson noted. With this in
mind, it becomes critical to
keep shoppers loyal, even those
who are scaling back during a
tough economy, he pointed out.
“This might be an opportunity
to let them know that you are
still loyal to them,” Ferguson
concluded. “In spite of how bad
the economy has been, despite
how much they’ve had to cut
back, shoppers are still very
much engaged.” ■
Find this story and more news and information at:
www.Wholesalecentral.Com/wholesale–News
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