The escalating proliferation of retailer customer loyalty programs has led many to question the return on their program investments. While there is debate on the best set of outcomes to measure the ROI, one of the most widely accepted metrics
is retailer loyalty. Retailer or store loyalty is measured by repeat visits and purchases, which is based on the assumption that a positive store visit experience will drive the shopper to return and bring other shoppers in the doors (virtual or physical) through word of mouth.