Voices: Market View

John StantonMarket View, written by John Stanton, Ph.D, takes on the marketing side of the food and beverage business. John is a professor of food marketing at Saint Joseph's University in Philadelphia and the editor of two food journals. He wrote the popular Market View column for Food Processing for many years until December 2005, when he asked to take a few years off. All rested up now, he's back with a monthly column on the marketing side of the business.

Market View: Grocery Loyalty Cards Don’t Buy Loyalty

Processors, too, take note: Besides discounts, what do you do for your frequent buyers?

By John Stanton, Contributing Editor
Oct 29, 2018

I think there is no word more misused in food marketing than loyalty. It seems retailers and suppliers alike are looking for loyalty. I am reminded of the song a few years back with the lyrics, “looking for love in all the wrong places.” There is no question food marketers are looking for loyalty “in all the wrong places” too.

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