The CART Supermarket



Customer identified transaction data is increasingly used to power retail

competition, leveraging customer intelligence into improved decision making

across marketing, merchandising, promotion planning, pricing, and other areas of

the business. Retail loyalty programs, properly executed, remain the most cost

effective method of capturing sufficient data to power customer-centric retailing.

© 2016 Center for Advancing Retail & Technology, LLC. All Rights Reserved.

© 2016 Center for Advancing Retail & Technology, LLC. All Rights Reserved.

version 1.8



The CART Supermarket Loyalty Buying Guide is intended to assist retailers with

understanding key capabilities to look for and solution providers to evaluate. The

solutions included provide support for retail loyalty programs, enabling a retailer to enroll

customers, maintain a customer profile, and compile customer-identified transaction data

for reporting and action.

This guide is not intended to address sophisticated marketing personalization; this will be

covered in an upcoming guide and may include some of the loyalty solutions found here.

Additionally, the report does not address the myriad agencies and consultancies in the

market that may be able to help retailers create and execute loyalty programs.

Customer identified transaction data is increasingly used to power retail competition, leveraging

customer intelligence into improved decision making across marketing, merchandising, promotion

planning, pricing, and other areas of the business. Retail loyalty programs, properly executed,

remain the most cost effective method of capturing sufficient data to power customer-centric


To understand the power of shopper intelligence, one has to look no further than Kroger’s success:

50 consecutive quarters of same-store sales growth, improved price perception, and significant

growth in premium, loyal shoppers. Kroger uses shopper data to power improved decision making

in merchandising assortment, promotion planning, new store locations, and even shopper service.

Additionally, traditional supermarket retailers should be focused on new competitors like Amazon

and how they use shopper data to power personalization and product recommendations.

eCommerce companies like Amazon have grown up nurtured by data and use it in decision

making across the enterprise. This trend emphasizes the urgency for traditional grocers to build

data driven shopper loyalty programs to grow and defend their business

CART suggests that retailers frame their approach to loyalty in three areas: collecting shopper data,

making that data actionable, and strategically leveraging the data in how they go to market.

Collecting Data: Successful retail loyalty initiatives provide a strong value proposition to the

shopper that drives initial enrollment into the program and ongoing participation. Leading retailers


© 2016 Center for Advancing Retail & Technology, LLC. All Rights Reserved.

identify over 80% of all transactions back to shoppers participating in the store’s loyalty program.

This equates to identifying an estimated 90% or more of total weekly sales to shoppers. A retailer’s

goal should be to achieve these levels accurately and consistently over time, as it is only at this

level that retailers can truly begin to develop shopper intelligence.

In the U.S. market a majority of retailers build their core value proposition around tying program

membership to sale prices; shoppers only receive the lower sale prices by joining and identifying

themselves at checkout. This is a very cost effective approach as retailers are already incurring the

cost of markdowns.

The other approach, often found in the newer generation of loyalty platforms, is a points-based

program in which the shopper earns points based upon spending and can redeem points for a

reward. With this approach the shopper typically needs to visit the store again and redeem during a

future purchase, leading to increased retention and loyalty. While popular, retailers should

understand that points programs may lead to added cost. The retailer needing to realize a sales

and/or margin gain to offset the program cost before realizing a benefit.

Beyond this foundational layer, many loyalty practitioners add other benefits such as limited-time

continuity programs, clubs, fuel rewards, and even charitable giving programs. The idea is to create

a multilayered value proposition to maximize appeal to customers.

Promoting your loyalty program is important, not just at the launch but ongoing. Best practices

encourage retailers to ‘soft launch’ their programs to employees first with the goal of gaining

associate participation and understanding. Looking forward, marketing efforts should utilize all the

channels a retailer has available including in-store signage, the weekly ad flyer, websites, email,

mobile, and more.

Turning data into Shopper Intelligence: Early intelligence provides retailers a deeper

understanding of their business; such as inevitably finding that 30% of shoppers generate an

estimated 80% of total annual sales. Top shoppers provide a much larger gross profit margin than

lower spending shoppers, they shop much more frequently and are better retained over time.

Factoring these insights into decisions made across the organization leads to a more customerfocused


Some of the solutions provide reporting that overlays SKU level product movement and sales with

customer segments, enabling the retailer to know, for example, that Gold customers generated

63% of paper category sales last period. These insights become powerful tools helping the retailer

gain new clarity into their business.

Going to market using Shopper Intelligence: There is no secret to growing a retail business:

increase basket size (average order), increase the number of shopping trips (transactions) or

increase the number of customers shopping. Successful loyalty practitioners work to positively

impact each of these drivers.

Loyalty marketing initiatives like continuity programs (ex. spend $300 in 10 weeks and get a free

Thanksgiving turkey) and clubs (ex. for every $100 in accumulated pet category purchases get a



© 2016 Center for Advancing Retail & Technology, LLC. All Rights Reserved.

$5 voucher) are powerful tools to grow basket size and increase trip frequency by encouraging

shoppers to consolidate more of their shopping with the retailer to gain the rewards.

Point-based programs provide similar benefits by creating an alternate ‘currency’ that enables the

retailer to provide different rewards such as savings vouchers or point redemption to get free or

discounted products.

Many retailers look to do some level of promotion targeting, typically to a shopper segment like

‘Gold shoppers’ or ‘top shoppers not purchasing paper products’.

Knowing who the retailer’s best and most valuable customers are enables a retailer to thank them

(recognition) and extend to them special services or privileges (such as a free cup of coffee each

time they shop). This recognition is a sure fire way to increase retention of them over time, which

effectively grows the number of customers the retailer has.

Outsourcing vs. Internal Expertise: Retailers with loyalty initiatives tend to fall into one of two

groups: Those that view loyalty as (just) a marketing initiative or those that view loyalty as core to

their business strategy. How a given retailer views a loyalty program can help determine if the

retailer should look to outsource the program to a solution provider, agency or consultant, or

decide to devote internal resources to managing the effort. Often, this decision is heavily influenced

by the size of the retailer and the resources they can dedicate to the initiative.

Successful loyalty initiatives require a deep expertise which many retailers do not have within their

organizations. Working with a solution provider or third-party can be a way to economically access

the expertise required and can be a faster way to get to market. Retailers, of any size, that commit

their organizations to a customer-centric business strategy will wish to have those resources on


Readers are invited to take advantage of CART resources that go in-depth on retail loyalty and

provide examples of programs along with reporting and analytics (Free e-books).

Shopper Intelligence

Building the Shopper Specific Retail Enterprise



© 2016 Center for Advancing Retail & Technology, LLC. All Rights Reserved.




1. Implementation

Review everything involved with implementing and deploying a solution. Does the solution require

any hardware (servers) to be deployed in the store or at the central office? Who is responsible for

POS integration (if applicable)? Training for the retailer’s associates? Marketing support? How long

does it typically take for the solution to deploy a retailer? Does the solution provide ongoing


2. Enrollment

How does the solution support enrolling shoppers? Some solutions provide enrollment through a

website (either the retailer’s or the solution provider’s). Does the solution support mobile enrollment

through an app or mobile responsive website? Can you enroll shoppers as they are checking out?

Some solutions still require paper-based enrollment (customer fills out a paper form) that then

requires the retailer to enter the information into the shopper profile database. Does the solution

support individual shopper profiles or only household level? How do customers update their profile

information, such as when they change their email address or phone number? Does the solution

support enrollment using social media (like Facebook) credentials?

3. Customer ID

Traditionally, loyalty programs have used a barcoded card or key tag - commonly issued as a

‘family pack’ of a couple cards and key tags - used by members of a household to identify

themselves when they check out. Cards are costly and only identify the shopper household (not

individual shoppers). Leading edge marketing solutions work at a true segment-of-one level so

consider the need to identify the individual shopper; commonly done by using the shopper’s cell

phone number as their ID. Other identification alternatives can include a barcode presented on the

shopper’s smartphone and scanned at checkout. RFID or NFC tags are another possibility.



© 2016 Center for Advancing Retail & Technology, LLC. All Rights Reserved.

4. Touchpoints

Evaluate a solution in terms of what communication channels are supported. For example, if you

are running a points program you should make a points balance available to your shoppers in

realtime through your website, mobile app, and printed on their receipt at checkout. Other touch

points can include email, kiosks in the store, text messaging, and even direct mail. Does the

solution support those communications out of the box or are you as the retailer responsible for

integration to your website, email provider, and app?

5. Currency

Loyalty initiatives can use either points or dollars as ‘currency’. Some solutions support either one

or the other, for example enabling shoppers to earn and redeem points only, while others support

both approaches. Think through the types of programs you want to run and make sure they are


6. Reward Types

Rewards can include the use of points to reduce price or to get a free product; points can also be

redeemed for a savings voucher good on a future trip. Instant discounts require POS integration to

deliver shopper-specific offers into the transaction. Other rewards can include a $ savings on a

future shopping trip.

7. Campaigns

There are many different campaigns that retailers can use as part of their loyalty initiatives. These

can include ‘punch’ programs (buy 10 get one free), clubs (pet club, baby club, etc.), continuity

programs (spend $300 get a free turkey), and many more. Some solutions have specific

campaigns for recognizing new customers or customers declining in spending. We’ve tried to

capture a number of the most important campaigns in the scorecard.

8. Campaign Tools

Some solutions provide a ‘self-serve’ capability where the retailer can use a portal or dashboard to

create and manage their own program and promotions. Other solutions require the retailer to work

with an account manager to create and manage programs. An increasingly popular capability is

using customer behavior to automatically trigger a campaign or offer. Examples of this would

include a new customer offer, triggered by the first time the system sees a new customer ID.



© 2016 Center for Advancing Retail & Technology, LLC. All Rights Reserved.

9. Reporting

Understand what reports and analytics the solution provider makes available to you as part of their

standard offering and the opportunity to develop custom reports (typically at extra cost). Some

solution providers make available a business intelligence tool enabling the retailer to do their own

ad hoc analysis and customized reporting. At the very least you as the retailer should be provided

reports that measure what percentage of sales and transactions you are identifying at each store

each week to participating shoppers. Beyond this look for reporting that identifies your top

shoppers in addition to some type of segmentation to help you understand your shopper

‘inventory’ over time.

10. Pricing

There are typically several factors involved with pricing of loyalty solutions. They include:

• One-time set up or integration fees;

• Ongoing licensing fees are often based on the number of stores ($ per store per


• Professional services fees for providing consulting;

• Transaction-based fees: Some solution providers have a transaction-based fee

component sometimes tied to offer targeting or redemption. If this is the case, take

time to project what the transaction-based fees may be for your stores; in high-volume

supermarkets these types of fees can add up fast.

• Transaction fees can sometimes apply to email and text messaging (SMS). Be

sure to discuss if email or text messaging is provided as part of the loyalty

solution and, if so, understand any extra fees.

Additional Considerations

Beyond the Top 10 there are three additional areas retailers should discuss with their potential

solution provider. They are:

• Company Stability: Technology continues to grow, expand, and evolve at an ever increasing

pace and loyalty solutions are not exempt from this. Talk with the different solution providers

you are considering about their funding, size, and future product roadmap. It is important that

a solution provider have the wherewithal to not only maintain operations but to invest in new

capabilities as technology advances.

• Data Security: A retailer’s loyalty solution will be maintaining PII (personally identifiable

information) such as the customer’s name, email, phone number, address, and more.

Whether this information is held on servers at the retailer’s office or in the cloud, be sure to

have a focused discussion with the solution provider on data security. Ask for details on how

they secure the data and make sure that there are no gaps that can be exploited. One area

often overlooked is securing the solution’s integration to the retailer’s POS (if applicable). This

potential vulnerability could enable a hacker to attack the solution provider and gain access

to store level systems. Ask the solution provider for security audits and any certification.



© 2016 Center for Advancing Retail & Technology, LLC. All Rights Reserved.

• Machine Learning and Artificial Intelligence Tools: New technologies such as machine

learning and artificial intelligence are tailor-made for the vast quantities of data collected

through retail loyalty programs. These technologies are being used automatically discover

trends in shopper behavior, for example customers declining in spending, and triggering a

campaign. This area begins to cross-over into sophisticated marketing personalization that

CART will address in an upcoming buying guide. Talk with the solution providers you are

evaluating and ask them about their use of machine learning and AI and how they are using

the technologies today and in their future product roadmaps.


Direct quotes, example clients and information straight from the solution providers.


Sample clients: Macey’s, Granite Falls IGA, Caraluzzis

1. We deliver an omni channel experience for shoppers whether buying online or in store by

connecting their experience and purchases through a mobile app and web interface and then

delivering it all the way to the point of sale.

2. We offer a range of services allowing retailers to create and execute marketing programs that

reflect their brand, meet their shopper's needs and drive new revenue.

3. Our services help retailers understand and tighten up backend functions and provide

comprehensive visibility to product and department movement.


Sample clients: Super King Markets, Western Kosher, Sabon

1. No need to integrate into POS: very simple proprietary and patented turnkey installation and

solution - works with any POS - even if retailer has many POS's - consistent experience across

touch points - takes only minutes to set up per lane

2. Real time line item detail collected on every transaction: providing deep customer and business

analytics and insights - this enables us to do strategic segmentation on customers based on

their stability and profitability, in addition to RFM.

3. Personalized offers: deliver the right offer to the right person at the right time to their preferred

touch point. We leverage Artificial Intelligence (AI) and machine learning to better understand

shopper behavior, predict visits and purchases, automatically trigger campaigns, and create

efficiencies over time.


Sample clients: 7-Eleven, Molly's Cupcakes, Tropical Smoothie

1. Belly's loyalty platform is the most flexible on the market, enabling successful programs for

more than 12k businesses of all sizes and verticals.

2. Choosing a platform solution ensures businesses have access to best-in-class tech and

continuous innovation.


© 2016 Center for Advancing Retail & Technology, LLC. All Rights Reserved.

3. Belly provides retailers the ability to access and make informed decisions based on their real

time, first-party loyalty data.


Sample clients: Food Bazaar, Uncle Giuseppes, Superior Grocers (app only)

1. Fully Integrated to Host, Store, POS. We have and control the data to make this system a


2. Includes consumer app, cloud based reporting.

3. Affordable, no in-lane hardware required.


Sample clients: LaBonne's Markets

1. Built-in to point of sale system, single platform for frictionless transactions.

2. No scan require, automatic association.

3. Reliability.


Sample clients: N/A

1. Fully integrated data any where in the enterprise, updated in near real-time.

2. Unified system design aligns in-store, online, in-app transactions and operational management

- all from one interface.

3. System can be completely centralized and managed from HQ, completely decentralized and

managed at store level, or a hybrid approach for localized maintenance with corporate


Loyalty Lane

Sample clients: N/A

1. Deep Level POS integrations provides full feature loyalty / rewards platform.

2. Proprietary Marketing Module allows retailers to easily target, load deals and message out to

drive trips and sales (target campaigns based on spend or other criteria and can be sent to 10

to 50 to 1,000,000+ shoppers).

3. Years in business have proven track record.


Sample clients: Piggly Wiggly Midwest, Zagara's Marketplace, QT / RGA Kansas City

1. Comprehensive deal structure.

2. Full integrating into Midax Backoffice - Cost Retail Management, fully automated no re-entry.

3. Redemption integrated into Midax Payment and Mobile application. Gift Card Charge.


Sample clients: Lowes Foods, Shop n' Save, Foodtown, Homeland and SUPERVALU.

1. ProLogic offers a full line of loyalty and digital marketing programs to fit the needs of the

independent retailers. ProLogic offers POS integration to IBM, LOC, ISS45 and NCR enabling

the creation of a "virtual chain" environment for grocery cooperatives and wholesale partners.

2. ProLogic segments the retailer's shoppers into meaningful segments like Top Shoppers, New

Shoppers and Occasional shoppers. Retailers are then able to target high value shopper



© 2016 Center for Advancing Retail & Technology, LLC. All Rights Reserved.

segments to retain and grow their best shoppers while stretching their occasional shoppers for

greater sales and profits

3. ProLogic provides a robust promotion engine, a customer management application and a full

suite of both managed and ad-hoc data services.


© 2016 Center for Advancing Retail & Technology, LLC. All Rights Reserved.



As part of this buying guide CART is providing in-depth reviews on different loyalty

solutions for supermarket retailers. There are several types of loyalty options to consider.

Third-party programs: These are third-party solutions that are either branded to the

provider or use a combination of the retailer’s branding along with ‘powered

by’ [solution’s name]. Advantages can include easy implementation and guidance.

Loyalty as part of an integrated product suite: Several POS companies provide a

loyalty solution as part of a suite of products built around the POS system. These loyalty

modules often provide basic functionality and may make sense for retailers already

working with the solution provider. While these loyalty modules may be easy to

implement they may not provide the flexibility or comprehensive capabilities some

retailers may be searching for.

Dedicated loyalty solutions: These are white-label solutions that can help power

retailer-branded loyalty programs.

Enterprise solutions: These are solutions typically used by larger retailers that need to

integrate loyalty information and realtime program status into multiple customer

touchpoints and interface with other retailer systems.

Please use this information as guidance only; a particular retailer’s needs or situation may

make a certain solution more appropriate than another.

As always, CART is here as a free resource for retailers. Please contact us by email

(info@advancingretail.org) or by phone (877-712-2538) with any questions you may have

and we will do our best to answer them in a timely manner.

© 2016 Center for Advancing Retail & Technology, LLC. All Rights Reserved.


Accelitec AppCard Belly BRdata ECRS LOC





Loyalty Pro 1 NCR AMS 1 Toshiba

TCx Vector 1


POS integration Does not need to integrate to POS software application ✔ ✔ ✔

Solution delivery Cloud-based platform ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ 2 ✔ 2 ✔ 2 ✔

Installed on premise at HQ or store level ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

HQ level hardware requirements Hardware such as servers required at HQ level ✔ ✔ ✔ 2 ✔ 2 ✔ 2

Store-level hardware requirements Hardware required at store-level such as servers, printers, or other ✔ ✔ ✔ ✔ ✔ ✔


Digital enrollment via web and / or mobile Customer can join program via website ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

Customer can join program via mobile app ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

Paper-based enrollment Customer can fill out paper form that is then entered by retailer ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

In-lane enrollment Customer can enroll during checkout process ✔ ✔ ✔ ✔ ✔ ✔ ✔

Individual or household profile Ability to track purchasing at individual customer ID level ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

Ability to track purchasing at a household level ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

Customer profile updates Customer can update profile information via website ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

Customer can update profile information via mobile app ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

Customer can update profile information in-store ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔


Card / key tag Customer can be ID’d via traditional loyalty card or key tag that is scanned at checkout ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

Customer phone # Customer can enter phone # at checkout for ID ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

Mobile barcode Cashier can scan customer’s ID rendered as barcode on mobile phone ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

RFID / NFC / Bluetooth Alternate IDs available such as RFID, NFC or Bluetooth ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔


Email Customer can opt-in to receiving email containing loyalty program info (points balance, etc.) ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

Paper receipt customization Retailer has ability to message customer by printed message on receipt ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

Digital receipt customization

Retailer has ability to provide digital receipt of transaction to customer and send accompanying


✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

Text message Retailer can send text message to customer’s mobile phone ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

Mobile app Loyalty app available as part of solution ✔ ✔ ✔ ✔ ✔ ✔ ✔

Integration to retailer’s app not required for loyalty app ✔ ✔ ✔ ✔ ✔

App can provide for push notifications ✔ ✔ ✔ ✔ ✔ ✔ ✔

Website Customer facing website is available as part of solution ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

Integration to retailer’s website not required for customer facing website ✔ ✔ ✔ ✔ ✔

Survey Retailer can conduct survey through customer touch points ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔


Points-based program Support points-based program ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

Spend-based program Support spend-based program ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔


Points to reduce price / free item Customers use points to reduce price paid for certain items or get item free ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

Point redemption for savings certificate Customer can redeem points for a $ discount certificate (Ex. redeem 500 points for $5 savings

certificate to use on future order) ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

$ savings on future trip Customer can be provided $ savings on a future shopping trip (ex. spend $250 in next 4 weeks

and receive $5 savings certificate) ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

Instant discount

Customer can be provided an instant discount (ex. save 50¢ when you buy Coke / discount

delivered realtime into transaction) ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔


© 2016 Center for Advancing Retail & Technology, LLC. All Rights Reserved. v 1.7


Accelitec AppCard Belly BRdata ECRS LOC



Midax 1


Loyalty Pro 1 NCR AMS 1 Toshiba

TCx Vector 1


Punch campaign Customer can be provided a punch campaign (ex would include ‘buy 10 get one free’ or ‘visit 10

times and get x free’)

✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

Club programs

Customer can be provided with club programs (ex include baby club, wine club, etc. Ongoing

program based upon $ or points or # of products purchased)

✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

Continuity program

Customer can be provided with continuity programs (ex limited time programs based on

accumulating $ or points to get reward)

✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

Basket building

Customer can be provided with basket building (ex program designed to grow shopper basket


✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

Increase profitability

Customer can be provided a profit increasing campaign (ex program designed to grow profitability

of targeted shoppers)

✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔


Customer can be provided a referral campaign (ex incentive to get customer to encourage friends

& family to join program)

✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

New customer

Customer can be provided a new customer campaign (ex program focused on increasing

retention of first-time customers)

✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

Lost customer Customer can be provided a lost customer campaign (ex program to win back lost shoppers) ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔


Customer can be provided with a retention program (ex program to identify at-risk customers and

retaining them)

✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

Birthday program Customer can be provided with a birthday program ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔


Manual program creation Retailer has ability to create customer segments, define program, create rewards ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

Automated program

Retailer can create and use rules-based triggers (ex a new customer gets ‘reward’ upon

enrollment; program is always running and rewards are triggered by specific actions (product

✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

purchase, etc.)


Prepared reports

Retailer can review standard / prepared reports based on best practices of what reports peers

may be reviewing ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

ID rate reporting Retailer can be provided a report showing % of sales and transactions identified via customer ID ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

Fraud reports

Retailer can use solution tools to Identify cashiers using personal customer ID to gain points or

benefits ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

Cashier performance Retailer can use solution to report to measure identification rates by cashier ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

CRM Retailer can use portal to manage all customer profile data ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

Ad-hoc reporting Retailer has ability to do ad-hoc inquiries using BI type interface ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔


One-time set up or integration fees One-time costs to get retailer deployed and launched ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

Hardware costs Costs for any required hardware at HQ or store level ✔ ✔ ✔ ✔

Solution licensing fee License fee (ex $ per store per month licensing fee) ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

Transaction-based fee Transaction-based fees that apply to email, text messaging, reward redemption or other things ✔ ✔ ✔ ✔ ✔

Professional services fee Additional assistance / consulting, etc. for added fee available ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

Shopper ID costs Fee for loyalty cards, key tags, or other customer ID ✔ ✔ ✔ ✔ ✔


Chain sizes services Smallest retail user by number of locations 1 1 1 1 1 1 1 1 N/A N/A N/A 1

Largest retail user by number of locations 87 260 2,935 47 57 400+ N/A 57 N/A N/A N/A 230

Professional services Basic professional services offered without fees ✔ ✔

Co-branded or white label? Is the solution totally white-label or is there co-branding? Either Co-branded Co-branded

for SMB.


branded for






















Solution provider declined to participate. Responses noted are based upon information available on solution’s website and other sources; CART does not guarantee accuracy.


These solutions can either be installed on premise at the retailer’s HQ (requires hardware) or can be provided as a cloud-based hosted service.


© 2016 Center for Advancing Retail & Technology, LLC. All Rights Reserved. v 1.7




The CART platform is used by thousands of retail industry participants on a regular basis to search

for, discover, and learn about available solutions. CART buying guides are intended to assist

retailers in their decision making process through a discussion of key capabilities and identifying

potential solution providers.

CART buying guides are structured by industry and solution category to ensure the greatest

relevancy to buyers. CART research, along with heavy retailer and brand feedback, drive the focus

on key features and functions within each solution category, enabling effective side-by-side

comparisons. This analysis compiles the critical decision points buyers need to know to make

informed decisions between competing solutions.

Many solutions have nuances in how they may provide different features. Each company may offer

different options or services within their core offering or at extra cost or even through third-parties.

Buyers should visit each company’s solution page on the CART site to learn more about the

company and their solution.

The CART buying guides are NOT A PAY FOR PLACEMENT medium. The CART team works with

solution providers to vet and understand their capabilities, stability and performance with their

existing clients, via their marketing materials and by direct feedback.


While the information in this report has been obtained from sources believed to be reliable, CART

disclaims all warranties as to the accuracy, completeness, or adequacy of such information and

shall have no liability for errors, omissions, or inadequacies in such information.


CART is Advancing Retail by connecting the industry to innovation. Retailers, wholesalers and

brands utilize CART to find, research and connect with solutions appropriate for their businesses.

Solution providers use CART as go-to-market tool that connects them directly to their target retail

audience, all the way into the brick and mortar store itself. CART has unparalleled insight into

what’s next in retail and shares this information regularly through multiple channels. For questions

or comments: info@advancingretail.org.

© 2016 Center for Advancing Retail & Technology, LLC. All Rights Reserved.



© 2016 Center for Advancing Retail & Technology, LLC. All Rights Reserved.

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