Reward Programs: Loyalty at the Store Level

Abstract

The nature of retail and the retailing process has been changed in fundamental ways. These changes have been in large part a result of accessible, inexpensive, powerful, and easy-to-use mobile technology combined with an almost entirely transparent flow of information to retail consumers. Attempting to fight showrooming behaviors can alienate valuable and potentially very loyal customers. Showroomers aren't the enemy. In fact, they may actually be retailers' most undervalued customer segment.