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Rockler Launches Loyalty Program

By Jun 27, 2007

Rockler Woodworking and Hardware Inc. has launched its first loyalty program.

Under the program, frequent visitors who make in-store, catalog or online purchases will earn points and have access to exclusive offers. The points can then be redeemed for merchandise, including gift cards.

The company, which operates 33 stores, a 156-page catalog and online site, created the program to standout at retail.

“We do a lot of promotions and discounts, but we want to do a better job recognizing our best customers,” Scott Ekman, Rockler’s vice president of marketing, said. “The program will give us more visibility.”

Rockler has teamed up with Loyalty Lab’s customer relationship management service to handle the program, which is free to join. And for its top-spending customers (those who fall in the top 10% of spending), the company plans to create an elite tier, offering greater rewards, such free gifts or special recognition.

“We want to make sure we reward the right people,” Ekman said. “We are not selective, but we want to start to be.”

Loyalty Lab will manage shopper enrollment, transaction processing and rewards.

E-mail blasts, fliers, and in-store signage will support the program.