Loyalty, at retail, is becoming much more than a short-term sales incentive. It's becoming a data-driven game, and at least one retailer is playing its cards right, according to Forrester Research. A Forrester report, “CRM Best Practices: CVS Loyalty Card Marketing,” profiled the loyalty card program of the U.S.–based chain of more than 4,000 retail pharmacies. CVS collects valuable customer data, using it not only to help target its customer offers, but also to improve customer experiences.