From a recent RetailWire discussion, here’s a comment about the news that Whole Foods is testing a loyalty program. My point is that Whole Foods has a terrific opportunity to redefine “loyalty” for many others in the retail industry:
Too many retailers equate “loyalty programs” with price offerings, overlapping discounts, and so forth. There is very little brand-building (or imagination) involved here. In the case of Whole Foods, it seems like a natural candidate to leverage the pre-existing brand loyalty of its customers, who do not equate “value” with the lowest price. Using data collection to discern shopping patterns and preferences will allow Whole Foods to provide targeted messaging to its most committed “foodie” customers without having to lean too heavily on pricing messages.