ThinkGeek.com's Shane Peterman on Loyalty Programs

October 1, 2008 By Heather Fletcher, Senior Editor, Target Marketing

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TM: What sort of retention rates are you seeing?
SP: It's going really, really well. I mean, we've constantly got people that are asking about the Geek Points program. ... I'd say, probably, nine times out of 10 on orders, you're going to see that they are getting the Geek Points. I think a majority of people that we've got coming to our site are return customers, and I'd like to think that the Geek Points have something to do with that.   

TM: You have $4.99 to $2,100 items. But right now, the most expensive thing you can earn with Geek Points is $80. Customers need to redeem 7,000 Geek Points for that. Do you stick to low-priced items so people can be rewarded more often?
SP: That's basically it. The [Green Laser Pointer II] is the highest [priced] item right now. ... We don't want to throw anything too high-valued in there, because it almost makes it unattainable. You know what I mean? So yeah, it is something where we'd like people to be able to redeem the points as often as possible. As the program name itself implies, we like to give people these points and rewards for continuing to support us.

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