Here’s another example of what we might call “multi-relevance” in developing customer loyalty. My colleague Sharon M. Goldman recently expressed her appreciation for Office Depot awarding members of its Worklife Rewards program 100% back on purchases of green supplies during an Earth Day promotion beginning April 15. Here’s a similar endeavor tying seasonal relevance (Earth Day), trend relevance (again, rising interest in sustainability), and customer relevance: A&P Supermarkets are promoting a bit of green via red. By using RED TAG Online Coupons (“electronic coupons conveniently linked to your A&P Bonus Savings Club Card so there’s no more paper coupons to clip, print or carry”), customers can be triple-green (paperless coupons, saving money, and getting an eco-friendly reusable shopping bag, as well). OK, make it quadruple-green: Reports Promo: “The bags, which are also sold in A&P brand outlets, are intended to support the Elizabeth Haub Foundation, a non-governmental organization with a mission to safeguard the environment by promoting and strengthening national and international laws for environmental preservation. Proceeds from sales of the Haub bags go to support the foundation.” Promo adds: “In addition some A&P brands such as Pathmark are offering the free Haub bag as an Earth Day incentive to sign up for a loyalty card.”
It’s not just an offer, but an intertwining of relevance to the customer, thematically tying various points of value proposition from card membership. In our upcoming issue of COLLOQUY, Buyology author Martin Lindstrom says, “I think you need that double dimension in the way points are gained, so it’s not just a one-sided story where I feel I’m just making the company richer, but also that I’m making my life richer, rewarding me in such way that I am becoming proud and an advocate for that brand.” Watch for details in COLLOQUY Volume 18, Issue 2.
Meantime, give some thought to how you can compound your value proposition with such related levels of relevance?
