Shopper’s Drug Mart Corp. has been working towards integrating a more personalized method of marketing to its customers. The business, which is in the process of being taken over by Loblaw Companies Ltd., is reportedly already maintaining a hold on its consumers with its new target advertising and exclusive offers. Through the introduction of its Optimum program, a reward service that gives store points according to how much has been bought, Shopper’s has gained incredible insight into its customer preferences helping it better position itself to customize its advertising to consumer demands.

The Optimum Rewards card offered by Shopper’s Drug Mart
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Shopper’s, like many other stores, is now starting to look towards MIS, management information system and BTM, business technology management, to ameliorate customer relations segments. The information companies receive from both technology and their employees is contributing greatly to their rising success stories. The feedback loop is crucial to any business and applies greatly to a retail chain whose main stream of revenue is derived from purchases from its stores.

One thing I’ve learned that’s become apparent in most of the articles I’ve read is that businesses that care to learn more about their customers usually see their sales increasing. On the business model canvas, companies that put emphasis on the details of customer segmentation and relationships understand what they are dealing with more clarity and can shape other aspects of their canvases to fit well with their customer demands.

Original source: http://ca.news.yahoo.com/shoppers-drug-brings-higher-q3-sales-loblaw-takeover-141413761–finance.html