Savvy retailers have adopted loyalty programs as a method of getting more sales out of their customers. But simply issuing a card, offering some incentive and sitting back to wait for the sales to ring up is not going to deliver good results. You need to design your program with defined success in mind.

For starters, it is important to note that customers respond to loyalty programs. In a recent study, Jupiter Research claims that 75% of consumers are card-carrying members of one program or another. The key to success is not in simply "having" a program, but structuring that program to collect usable data. Success is in the execution of slicing the data collected, and using it to build repeat sales. It's not the data itself, but the trends and actionable insight that will spell success.

Other important issues include educating and influencing customers to the benefits of becoming a member and how to promote your program.

As part of its online Roundtable Series, Convenience Store Decisions will examine these issues and explore what leading markets are doing to increase their loyalty yields and grow their base of loyalty customers. The Webcast will also look at the different types of loyalty marketing programs and the rewards and incentives chains are offering customers for the repeat business.

If you have a loyalty program or are even considering implementing one at the store level, this is one event you cannot afford to miss.

The event takes place on Wednesday, Feb. 28th at 2:00 p.m. EST, and registration is free. Speakers for the Webcast include:

* Rick Ferguson, Editorial Director of COLLOQUY, Milford, Ohio

* Pat Lewis, Partner, Oasis Stop 'N Go Convenience Stores, Twin Falls, Idaho

* Bruce Butler, President, Bridgeport Shell Inc., Bridgeport, Conn.

* Doug Deweese, CEO Deweese Enterprises, Inc., (SuperStop! Stores)

For Webcast information or to register online, visit CSD's Online Roundtable Webcast series.