Loyalty Programs

It’s no secret: People like free stuff. In fact, people love freebies so much that they’re willing to exchange time and effort for them — even when the reward is relatively small. That’s why providing free samples or a free trial is such a powerful tool for reaching new customers. First, it puts your brand…

Sears Holdings said Tuesday that Joelle Maher has joined the company as president and chief member officer of its Sears stores. Maher, 48, was most recently chief operating officer of Gymboree, a children's clothing retailer. In the newly created role, she will oversee the operation of Sears retail stores and develop strategies to improve the…

These are the people who will camp out overnight in front of a company’s store to get their hands on a new product first. They sing a brand’s praises from every rooftop and social media platform. They tell their friends how great a company's products are and get them to buy the products too. These…

Like a smattering of rhinestones on a pair of skinny jeans, Old Navy has emerged as the unexpected sparkle in Gap performance these days. And while the low-cost retailer’s turnaround story is rich in messaging about merchandising, it's equally stocked with lessons in loyalty marketing. Sales at Old Navy rose to $1.4 billion in the…

Nordstrom agreed to sell some $2.2 billion in credit card receivables to Toronto-based TD Bank Group, which will also have the exclusive right to issue its branded Visa and private-label credit cards in the U.S. For customers, little, if anything, should change, as the Seattle retailer will still manage customer service for the cards. For…

eBay is testing a membership program similar to Amazon Prime, according to Wall Street analyst Shawn Milne of Janney. The loyalty membership program could potentially debut in the fall and cost $25 per year for free next-day delivery on certain orders. The news comes on the heels of reports that Wal-Mart is going to launch a shipping membership…

Patagonia’s latest campaign takes the cake. Get this: it’s all about buying less from the brand!

American shoppers have never been able to earn loyalty points from one retailer and then redeem them at another. That's about to change. In May, Macy's, Rite Aid, ExxonMobil and four other brands plan to introduce the first U.S.-based loyalty program that encompasses an entire team of retailers. The program, called Plenti, will be operated by American Express. For example, a Macy's customer will be able to use Plenti points won from, say, buying a pair of shoes at one of its stores to fill up at a Mobil gas station or to pay an AT&T phone bill.

Is giving to others the greatest gift of all? Even the sourest Scrooge might admit the idea has merit after checking out J.C. Penney's #JustGotJingled campaign from EVB and Victors & Spoils. J.C. Penney staffers approach customers and offer them the chance to "buy" presents for their fellow shoppers. The givers get to choose the lucky recipients (who must be strangers) and tell them they can pick out gifts for themselves from any department in the store. J.C. Penney picks up the tab, and there are no price limits or any other restrictions. 

Many retailers believe the best way to entice consumers is to drop prices, creating an endless race to the bottom. However, driving customer loyalty isn't exclusively about price; it's about value and offering an integrated customer experience. Creating the perfect integrated customer experience can be achieved by offering in-store Wi-Fi, according to a study recently commissioned by the Wi-Fi Alliance and Wakefield Research.