Competing market forces the sellers to introduce new methods of attracting and maintaining customers. A loyal customer, who continues to purchase at the same seller is the most precious customer (both for restaurant and merchandise chain). Loyalty programs aim at making the customer additionally motivated to continue making purchase at the particular seller.
Sellers developed many loyalty programs, of different attraction to the customer, different scope and details of information, technology, data carrier etc. The most precious loyalty programs not only award the customers for the demanded activities, but also collect the data about the customers’ behavior. These data basis are invaluable marketing information source and they allow adjusting the offer to the customers’ demand and behavior.
PROCARD elaborated a few loyalty programs, where a microprocessor card is the information carrier, and the data are transformed to the central database for the further processing. Loyalty transaction acceptance is carried out in EFTPOS payment terminal with an installed application of the loyalty program. Loyalty program application may reside in the terminal as the only one or as an additional application to the payment application for bank cards.