Finally, retail loyalty programs often include special premiums, such as the free gift with purchase. A September self-mailer from Hallmark includes an offer exclusively for Hallmark Gold Crown members: a free “haunted candlestick” Halloween decoration with a $30 purchase (Archive code #910-694582-0609). Members also are given the opportunity to purchase the candle for $9.95 when they buy three Hallmark cards; the retailer regularly makes such offers to its Gold Crown members. American Eagle is another to offer customers freebies; a recent 4˝ x 5-1/2˝ mini-catalog for its Aerie intimates line invites customers to visit its Web site to download free songs, a gift that certainly will appeal to the retailer’s younger demographic (Archive code #910-172081-0609).
One to Watch: Save for the occasional product loyalty club—such as a buy six pairs of stockings, get one pair free program—most retailers mail offers for immediate savings to their best customers. The Archive recently received a mailing from Men’s Wearhouse, however, that borrows more from supermarket and credit card loyalty models (Archive code #910-655573-0609).
The 5-1/2˝ x 8-1/4˝ envelope effort is a welcome kit for the retailer’s Perfect Fit rewards program. Perfect Fit works like this: The customer receives an ID number and a plastic ID card, similar to those given out by supermarkets. Just like in the grocery store model, the customer is to present this card and have it swiped every time he makes a purchase. Once he has tallied $500 in purchases on his card, he will receive a $50 reward certificate, a process that has more in common with a credit card loyalty program than the typical retailer. Speaking of credit cards, the mailing also includes an upsell offer of an additional 5 percent off of every Men’s Wearhouse purchase for customers who sign up for the Perfect Fit credit card.