Cataloger Q&A: Dale and Thomas Popcorn Focuses on Cross-channel Promotion and Matchbacks
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The Holy Grail of all loyalty programs is being able to contact the customer with relevant offers based on how they shop. So the customer can use the card in the stores or online, and we’ll market based on the customers’ preferences. If you’re a store customer, we’ll give you offers that bring you back to the store, but remind you that if you want to send a gift, you can always go online and your card works there as well. We’re trying to marry the retail and consumer direct business pretty tightly.
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