A New CRM Approach: Shield Customer Names, But Still Allow Personalized Marketing

Retailers can, however, make offers to PowerPay customers by logging reward points or other benefits to their unique PowerPay number. They also can band together to create marketing alliances. For instance, a drugstore might choose to partner with a local theater to offer free movie tickets to frequent drugstore shoppers.

The PowerPay card is presented by a consumer at any point of sale within, for example, the Philadelphia Eagles and Seattle Seahawks stadiums. The card is administered through a Web site, where the customer can link the PowerPay card to an existing debit card or credit card. As the consumer makes purchases, they are totaled and registered with whichever loyalty programs has been chosen. Alternatively, vendors -- such as the sports franchise -- can choose to sort information by demographics or buying behavior, and offer discounts or loyalty rewards to particular groups of customers.

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