Barnes & Noble Debuts Loyalty Program for Kids Products
Barnes & Noble has launched a loyalty club for parents and others who purchase items for children. The club, B&N Kids’ Club, is available in-store and online and offers exclusive deals and other promotions on children’s books and educational toys and games.
As an incentive to join, members get an initial 30% off coupon for items available under the program or adult games and puzzles.
In addition to the coupon, members get a $5 coupon for every $100 they spend on children’s books and toys, a subscription to a monthly e-mail newsletter, presents on their birthdays from the Barnes & Noble Café and a free digital book they can create on http://www.Tikatok.com, an interactive Web site where kids write and illustrate their own books.
Marketers like B&N have made building loyalty a priority to maintain strong connections with consumers as economic conditions continue to be challenging.
One expert recommends crafting loyalty programs around those you enjoy the most to create an emotional connection with the brand based on real-life experiences. And marketers are stepping up to the plate, offering innovative rewards to loyal customers. California Pizza Kitchen handed out 2.7 million sealed envelopes with the check to dinners with every customer receiving a prize ranging from 10% off a meal to $25,000. Southwest ran a contest for its loyalty members offering free tickets.
Marketing the program can be just as important as the benefits. Digital technologies have made it easier to get the word out, as well as maintain communication and recruit new members. A new report outlines a number of tools that can help.
B&N is promoting its new club in a number of ways, including online and via its newsletters.
“In stores, we’ve created great signage and take-ones, and of course, our biggest marketing vehicle is our over 45,000 booksellers, who drive sign-ups by word of mouth and publicity in their local areas,” Matthew Warner, merchandise manager, children and teen’s books at Barnes & Noble, said.
The launch of the club, for parents and caregivers of kids up to 12 years old, follows a number of recent programs B&N has put in place to attract parents and their children.
It recently launched B&N Kids’ Expert Circle, a Web site where parents can find helpful advice from trusted experts in the fields of literacy, arts and education, child development, and pediatric medicine. It has also expanded its educational toys and games section in stores and online.
