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To: Spock who wrote ()	7/20/1998 11:56:00 AM
From: keith schaefer	Read Replies (1) of 90

This article appeared in Strategy Magazine, I believe. Loyalty big part of retail future: survey by David Bosworth Loyalty and database marketing are going to play a bigger role in the operations of the majority of Candian retail busiensses in the next 3 years, according to a study on the future of retailing, released last month by the Retail Council of Canada (RCC) and the IBM Canada at RCC's annual conference in Toronto. According to the study, which polled 742 CEOs and owners of Canadia retail orgianziations on fture industry trends, 53% of retailers identified loyalty marketing programs as the single most important marketing programs as the single most important marketing inititatitve they'll have to confrontover the next 3 years. A further 18% of respondents pegged database marketing as the most critical marketing challenge they'll face. 2% of respondents identified telemarketing as the single most important issue. Only 16% of survey respondents indicated that mass media would play a more important role in their marketing mix over the next 3 years. .... Later, discussing the findings of the survey, Bill Fields, CEO of Hudson's Bay Company, said: " Our customer loyalty program is one of the biggest under-leveraged assets we have." ...blah blah blah, end of story. Interesting, n'est-ce pas?

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