books:

	• Customer Specific Marketing Brian Woolf Teal Books, 1996 - 250 pages average customer review:based on 5 reviews view larger image
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highly recommended

Been there, done that.

You need three things to make your FSP system work, total management dedication, the people who can put together a hardware/software combination that is actually functional enough to do the job, and the recommendations of this book.

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The "Bible" For Maintaining A Frequent Shopper Program!

"Customer Specific Marketing" offers valuable insight and information on how to start and maintain a card-based frequent shopper program. It not only tells you "how to do it", it provides statistical data and those ever important testimonials of actual supermarket executives who are willing to let us learn from their successes and mistakes.

Reading and following the guidelines in this book will help you to understand how to keep your most profitable customers happy and coming back. It will also help you eliminate your losses from "cherry pickers".

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The "Bible" of how to do Loyalty Marketing

Our whole management team read and studied this book. We then implemented the system in our computer, using the 5 quintiles of shoppers based on the dollars spent, frequency, and recency of the purchases. Now we are able to target people who buy a specific category for mailings and events. The return on these mailings is excellent. This book tells you how to do it all. We didn't go to any seminars or read anything else. Though the book focuses on the supermarket business, we are a specialty retailer.

So this book not only tells you all about "Customer Specific Marketing," there is enough information to be able to implement the system with the help of a good IT person. Everyone in retailing should read this book and reap the rewards.

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