• Develop customer profiles or "snapshots" - contact information, demographics, purchase habits and preferences.
• Develop card programs designed to meet the needs of key customer segments.
• Use cards to promote brand and marketing message directly in customers' wallets.
• "Sign-up" existing and new customers using structured acquisition program.

Relate

• Support customer service through the Web, call centre or direct mail.
• Develop strong transactional database that will show Who customers are, What they are buying and Where and When they are buying.
• Mine data to drive conclusions about Why customers are behaving the way they do, and How to make them more profitable.
• Develop retention strategy and monitor for defectors.

Reward

• Use rewards to reinforce customer purchase decisions or increase scope of a customer relationship (visit more often, spend more per visit)

• Use targeted promotional rewards to support specific marketing objectives:

  • By Product Type - to stimulate trial of product

  • By Location - to drive customer traffic to a new location

  • By Day or Time - to increase traffic during slow periods (eg. a "Happy Hour")

  • By Threshold - to encourage customers to expand their relationship 

Refine

• Use market data to refine marketing mix, including changes to pricing, delivery and usage.
• Identify opportunities for new products or bundling of products.
• Target new customers based on learned buyer profiles.
• Uncover large competitive users and target them with a switching strategy.
• Maximize opportunities to gather qualitative feedback from customers.