“If someone is only interested in buying hiking boots. there’s probably not a lot of point in talking to them about the latest high heels that have come in.” says Derek Ungless. chief marketing officer.
Supermarket chain Kroger Co. (NYSE: KR – News) sends individualized mailings to millions of its rewards program members several times a year. The packets of coupons from the store as well as its suppliers are based on each shopper’s habits. “Like snowflakes. no two are alike.” says Ted Sarosy. vice president of loyalty for Kroger.
Retailers are devising ways to track barcode
Holders outside the store. CVS. which has 67 million loyalty card members. recently offered fans of its Beauty Club Facebook page a free antibacterial product. For the voucher. shoppers had to enter their ExtraCare number and email address. “That’s another way for us to fingerprint the customer to give them more personalized value.” said CVS’s Mr. Price.
More than 7.100 CVS locations have in-store coupon centers. computerized columns that. when shoppers swipe a rewards card. spit out personalized coupons. The center is designed to “influence their shopping visit that day.” says Mr. Price. The deals attached to a receipt are meant to encourage another visit.
The most details a consumer gives are through
A branded credit card. which provides detailed financial information. To encourage use of its credit card. Target Corp. (NYSE: TGT – News) began last fall offering shoppers 5% off every purchase with its branded credit card. the only loyalty program offered by the big box chain.
With Gap Inc.’s credit card program. shoppers get advance notice of sales. exclusive offers and 10% off all Tuesday purchases. Shoppers receive five points for each dollar spent at one of the company’s brands.
Neiman Marcus Group Inc.’s loyalty program
InCircle. is a credit card that can only be used at Neiman Marcus’s five divisions. which include Bergdorf Goodman and Last Call. The card allows the retailer to keep track of purchases. as well as shopping frequency and any cross-shopping among its brands. The loyalty program “can retain customers. it can get new customers. it could win back anybody who has lapsed.” says Maggie Lucas. director of marketing.
Although the majority of apparel and accessories retailers tie their loyalty program to a credit card. some companies have begun to unbundle the two as skittish customers have shunned credit in favor of cash or debit payments.
By adding a non-credit-card loyalty program with free enrollment
retailers widen the appeal of the rewards program. Chains with non-credit card loyalty programs include Sears Holdings Corp.. which includes Kmart. Modell’s Sporting Goods and teen retailer American Eagle Outfitters Inc.
Women’s clothing chain Talbots Inc. split its rewards program into three parts in 2009 as part of a brand overhaul. Along with its existing charge shop card. the company added a non-credit card. allowing it to capture information about its in-store shoppers similar to that of online shoppers. If someone makes a purchase online or through the catalogue. “we instantly capture her information.” says Lori Wagner. chief marketing officer.
Most systems dole out points based on
The amount spent. Members of the DSW Rewards program earn a $10 certificate for every 1.500 points earned. (Points differ based on full price or clearance items. but equate to roughly 10 points per $1 spent.) Customers who rack up more than 6.000 points each year achieve Premiere Rewards status. That top tier of customers can receive triple points on purchases two days a year of their choosing.
The company mails out certificates to unlock growth: mastering email marketing in norway and beyond its 16 million rewards members because customers have said they prefer that method. “It’s not a bill.” says Kelly Cook. vice president of customer strategy and engagement. “It is happiness.”
Privacy concerns: Each rewards program
A statement outlining a retailer’s privacy policies. Read it carefully to know what information is being collected. where your information will be used and what other companies it may be given to without your knowledge.
To unsubscribe: Getting off a retailer’s email
List is usually pretty easy. Find an email from the retailer in question. scroll to the bottom and look for a link that says “Unsubscribe.” often china leads in tiny print. If you have an account on a retailer’s website. login and search for the unsubscribe option in your account settings.
Opting out entirely: Opening a loyalty card is much easier than closing one. To opt out. shoppers often need to take their card to a store to speak to an associate or send a written request to the company directly to close an account. Ask the retailer to discontinue use of your information entirely. including third-party distribution.