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The aim of retailers large and small is to encourage customers to spend money in their store and to return time and time again. So they use a whole barrage of retail marketing tools to achieve their goals. But the basic principle is to reward customers for buying their products, the more the buy the bigger the reward they can claim.

Retail market is now considered to be one of the most emerging and competitive markets in the entire economy. Almost everyday you will get to see various new companies that are entering the market, thus in order to survive this highly competitive market one needs to have a strong hold upon it and this is only possible with the help of retail marketing. It is a systematic approach where marketing strategies are used to capture customers and to increase the overall profits. Whether it is a departmental store or a boutique, every retailer needs to adopt proper retail marketing strategies in order to earn huge profits and to set a strong impression in the minds of the customer.

Retail Marketing has reached a point where it needs to keep customer loyalty, and one of the means by which they can do this is with various means of discounts. Loyalty cards provide incentives for people to continue to do business with the company who issued the card, and thereby establish a branding with the customer. Depending on where the customer lives, these cards are known by several different names.