CONTINUING ASSIGNMENT Interview the store manager working for the retailer you have selected for the continuing assignment. Ask the manager if the store offers a frequent-shopper/loyalty program and how effective it is in terms of increasing the store’s sales and profits. Find out why the manager has these views and what could be done to increase the effectiveness of the program. Then talk to some customers in the store. Ask them why they are or are not members.

Find out how membership in the program affects their shopping behavior and relationship with the retailer.