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The company has developed a customer relationship program, TOP Connection, which uses RFID technology to enhance the shopping experience with targeted marketing promotions and unique value-added services. The RFID-enabled program could also be used to motivate specific customer behavior, such as driving sales of particular products, increasing per-trip spending and accelerating the rate of return trips. In an industry where pricing wars and perishable inventory are the norm, programs like TOP Connection provide grocery chains with a way to differentiate themselves without compromising lean margins or creating unsustainable customer expectations.
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