Retail & FMCG

The FCMG market is distinguished by high saturation, tightening competition between producers and multinational retail chains operating in world markets. This makes comprehensive marketing information about target groups one of the most important factors for success. Because consumer behavior is constantly changing, it is necessary to continuously analyze all data concerning their choices (amount, frequency, place and time of purchase). A great opportunity for gathering all of this data is by conducting a loyalty program.

Chris Jacobs, Performance Analyst, Jack Henry and Associates (previously Pemco Technologies), USA

Mark Johnson, President & CEO, Loyalty 360

Key tasks for the retail market focus on elements which are provided by loyalty programs – determining current and potential client preferences. Most companies in the retail market accept the fact that the key to success is improved knowledge about their own clients and in gathering as much information as possible. Furthermore, this information should be systematic and easy to analyze.

Thanks to advanced IT systems that are used to collect information about clients, studying their satisfaction and making detailed databases available, loyalty programs can be a very efficient tool that will guarantee gaining an advantage over the closest competition.
Nowadays, experience has shown that the FMCG sector has done its „loyalty homework” – supermarkets are the organizers of the most advanced loyalty programs in the world. Solutions used in retail business are ahead of other sectors when it comes to gathering client data, analyzing information, stock management, customer service and in the implementation of new and innovative solutions. To a large degree, supermarkets are the leaders in client segmentation based on purchasing habits and targeted offers.