51. Rewarding Good Taste: Growing Your Customer Base Through a Clever Twenty-First Century Loyalty Program

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Newport Avenue Market in Bend, Oregon, knows that foodies are a loyal bunch. That's why the independently owned grocery store has long had a loyalty rewards program. Problem was, no one was taking advantage of the archaic stamp-based program. Enter Every Idea Marketing, who modernized the loyalty program to a digital version and provided a marketing campaign that made it hip to earn cash back on purchases. The store launched the campaign with print ads, store signs, e-mail newsletters, Facebook, Twitter, check stand signs, floor graphics, radio promotions and giveaways, product tie-ins, and a new paper shopping bag design.

Why It Works

Loyalty programs can work, but in this day and age, shoppers are reluctant to add yet another loyalty card to their keychains or wallets. Newport Avenue Market's digital loyalty cards have a unique feature: the FOODe Flash Card uses RFID (radio-frequency identification) and bar codes to make it easy to get instant rewards in the store.

By tying in e-mail marketing, the customer is constantly presented with relevant specials (including Super Secret Sales), and results show that they are more likely to take advantage of these than are non-loyalty-based customers. In fact, an average of 50 to 70 percent of total purchases at these sales has come ...

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