Monday, December 19, 2005

What's wrong with this strategy?

McCain Foods UK has announced a scheme discounting their products with money-off vouchers. However, to call it a "loyalty" program is a misnomer - all it will teach their customers is to price-shop the category. Foodservice Rewards, by contrast, is a "gift with purchse" or brand-equity building strategy through ongoing dialogue with an recognition of your best customers.

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