Technology permits so much of this communication to be automated that the local retailer doesn't need to dedicate much time or effort to programs that can generate increasing returns over time. The Internet is the first marketing platform that actually works better over time and due to minimal costs, can provide a multi-fold return in both traffic and bottom-line revenue.

The "net-generation" youth know only "texting, tweeting and email" and those retailers who wish to remain in contact with this ever more difficult demographic MUST absolutely establish an Internet communication platform that can engage these individuals and provide the information and marketing information to motivate and capture these customers. This is no longer an "optional" strategy for even the smallest markets, for these "net-generation" consumers do not read newspapers, nor respond to commercials like their parents did.

E-Clubs are the perfect way to reach these individuals with programs, coupons and incentives designed and targeted specifically at each person's "point of need" - whether that is pet food, fast food, snacks or beer. Once the retailer has identified the "need" - fulfillment can be nearly instantaneous, providing a solid connection to customers.