Ideal Methods for Retaining Customers?
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"We've used clubs, discounts on next purchases, last chance catalogs, etc. One must be on guard that you do not degrade your margin to the point that the programs do not pay. You also risk in reactivation programs, reactivating customers who have been and will be marginal at best — unlikely to purchase in the future without a significant discount. All these programs must be carefully tested."
—John Lenser, president, Lenser, www.lenser.com