Loyalty Programs, Such as Shoppers Drug Mart's Optimum Points, Encourage

Multiple Choice

Loyalty programs, such as Shoppers Drug Mart's Optimum points, encourage loyal purchasing behaviour. Loyalty programs are an example of CRM programs. What is the other essential function of these programs?

A) to provide customer information that can be analyzed
B) to provide rewards to the best customers
C) to provide market segmentation of customers
D) to increase sales
E) to enable direct marketing to customers