I’m impressed by Office Depot’s Worklife Rewards’ offer of 100% back on certain green products for Earth Day and this coming weekend, which we reported on yesterday.
Here’s why I give this a COLLOQUY green thumbs-up:
1) It stands out. Everyone likes to get 100% back on something — and with a limited, target offer such as this it won’t break Office Depot’s bank but will get them some big brownie points and probably plenty of new members. It’s something where people will automatically say, “100%? Really?”
2) It’s not greenwashing. As we mentioned in COLLOQUY’s recent cover story, The Cause Manifesto, consumers are turned off by companies offering non-impactful green-related marketing. If you’re going to go the green route, it has to have substance. And this is just that. Sure, this is an offer that benefits Office Depot as well, but it’s also changing consumer behavior for the greater good — perhaps after they give a green product a try for 100% back, the Worklife Rewards member will buy it again at full price in the future.
3) It leads consumers into the loyalty program. As a special limited offer just for members, this is an incentive that leads potential customers to the loyalty program to see what it’s all about — possibly attracting new loyal customers who are interested in the broad range of rewards and incentives Office Depot offers. Basically, it’s seems like a great hook towards a good value proposition.
