When Shoppers Drug Mart accumulates considerable data on customers through its Optimum Card, they are able to create
A) a merge/purge
B) a house list
C) a list broker
D) an external list source
E) a response list

Question

Quizplus · Accepted Answer

When Shoppers Drug Mart accumulates considerable data on customers through its Optimum Card, they are able to create a house list, which is a database of customer information that they own and control. This allows them to better understand and target their customers with personalized promotions and offers. A merge/purge is a process of combining and deduping multiple lists, a list broker is a third-party entity that helps companies acquire new lists, an external list source is another company's list that can be rented or purchased, and a response list is a list of customers who have previously responded to a particular offer or campaign. None of these options accurately describe the type of list that Shoppers Drug Mart can create with its Optimum Card data.

When Shoppers Drug Mart Accumulates Considerable Data on Customers Through