Grocery Retailing and the Loyalty Card
Judith PassinghamTaylor Nielsen AGB
Loyalty cards are not a new phenomenon. It could be argued that Green Shield stamps were a form of loyalty card. Introduced in the 1970s, they were discontinued when it was realised that their saturation was such that participants had lost the commercial advantage which drove their initial introduction. The commercial success of the enterprise led, somewhat ironically, to a nil sum game. This is a point which will not elude the grocery industry within the context of the current loyalty card scenario. The circumstances leading to...