Hardware, software and expert advice for digital signage and kiosks
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Hardware, software and expert advice for digital signage and kiosks |
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SignageWire: Feeding the digital signage and kiosk hype machineGrocery store loyalty programs alert customers to recallsAuthor: WireSpring on 2008-05-21 12:56:15 Schenectady's Daily Gazette offers this scenario and compelling use for loyalty program data:
The phone rings and a recorded voice, named Brenda, chimes in. But
she’s not offering the dream vacation or magazine subscription — this
is an important message, Brenda quickly assures. This about a recall of
thousands bottles of Samuel Adams beer recently sold at Price Chopper
supermarkets.
"They are being recalled because the bottles may have glass defects and very small fragments or slivers of glass," the recording continues. "Our records indicate that someone in your household may have purchased this product." Roughly 12,000 Price Chopper customers received a similar message after Sam Adams issued the recall in early April. Those receiving the call all had one thing in common: They use the Rotterdam-based grocery chain's AdvantEdge card when making their purchases. Many supermarket shoppers depend on so-called loyalty cards for in-store discounts, but few of them realize a simple bar code scan could end up saving them much more than money. Increasingly, supermarket chains are relying on these programs to gather the information they need to contact customers almost instantaneously after a recall has been issued. Our take: It does seem like grocers and other retailers collect far more data about customer behavior and buying patterns than they ever successfully put into use. And as the above scenario notes, "use" doesn't necessarily have to be marketing-related or something that's exclusively designed to boost sales. In some cases, loyalty data can actually be used to build... loyalty. By alerting potentially-affected customers about product recalls, Price Chopper is encouraging customers to continue shopping at their stores, since they're thus not only entitled to the same shopping experience as always, but also additional ancillary services, like recall notification, that the vast majority of competitors probably won't be offering. Comments (0)
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Previous Article: Clear Channel rolls out screen network to UK pubs Next Article: Shinoda Plasma showcases 125-inch curved PTA display LEGAL STUFF: SignageWire is written by the WireSpring staff but may periodically include articles by guest authors. The author of each article is clearly identified at the start of the article. The opinions expressed in each article are solely those of the author, and do not reflect the official opinions of WireSpring Technologies, Inc. All SignageWire articles are copyright © 2008 WireSpring Technologies, Inc. or the guest author, as appropriate. All content besides the actual article text, e.g. surrounding branding and informational content, is copyright © 2000-2008 WireSpring Technologies, Inc. All rights reserved. Except as provided in WireSpring's Republishing and Syndication Policy, no SignageWire content may be reproduced, in whole or in part, without WireSpring's express written consent.
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Whether you're new to digital signs and kiosks or you've been in the business for years, you've probably noticed that nearly every announcement and press release contains a huge amount of hype. Our goal with this blog is to provide coverage of the more interesting happenings, along with commentary to give you a reality-check on what matters and what's just fluff. We post new articles several times a week.
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