Cataloger Q&A: Dale and Thomas Popcorn Focuses on Cross-channel Promotion and Matchbacks

Catalog Success: What cross-channel promotion are you doing, if any?
PG: We’re collecting e-mail addresses in the retail store, handing catalogs out in the store, and we’re right on the edge of something else. By the end of the first quarter this year we’ll be launching a loyalty program that crosses retail and direct. That will give us the opportunity to communicate with customers better across channels. It’s a loyalty card and a stored value card. The more the customers buy, the more points, or kernels, they earn. They also can store money on the card, like any other gift card. But once you’ve earned a certain number of kernels, the kernels turn to dollars which go right back on the card.