ClubMom Spruces Up Holiday Shopping with Points, Sweeps
Loyalty program ClubMom is rewarding its 1.5 million members who do their holiday shopping online at its new ClubMom Gift Card Store.
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| ClubMom takes its online community into neighborhoods |
Members earn 15 ClubMom points for every dollar spent through the site; a Nov. 4-Dec. 5 overlay gives members another 100 points for every gift card transaction at the site. Members redeem points for goodies in the 200-item rewards catalog, including free housecleaning and spa services, movie tickets, dinner certificates and vacation packages.
A Dec. 6-19 sweepstakes, dubbed 14 Days of Giving, automatically enters members in the sweeps each time they buy a gift card. One winner per day gets a $200 Merry Maid gift certificate.
It’s the first big push for the loyalty site that rolled out nationally in May after three years of pilot tests in a handful of markets. Promo and event marketing agency CMI Marketing, Inc., New York City, created and runs the site. (It’s no relation to Clear Channel’s East Rutherford, NJ-based agency CMI.) The four-year-old agency was formed to create coalition loyalty programs; ClubMom is its first.
Consumers register, then get offers from ClubMom affiliates including DaimlerChrysler’s Dodge, Unilever, The Home Depot, Coca-Cola, Verizon Wireless, Bed Bath &Beyond, RadioShack, Toys “R” Us, grocers Royal Ahold, A&P and Safeway and online retail divisions of The Gap, Sephora, Lane Bryant and Orbitz. Members earn ClubMom points when they buy these brands.
ClubMom members can register their credit cards and supermarket loyalty cards at ClubMom’s site, then automatically rack up points when they use that card with participating brands. Members earn points from 100-plus online retailers when they access sites through ClubMom.com. Meanwhile, ClubMom is testing local partnerships with neighborhood merchants; members would show their ClubMom cards to get discounts at restaurants, gyms and auto repair shops as well as reduced entry fees to local zoos and stadiums
ClubMom also gives points to members who complete marketing surveys and attend local events, like the 12-city Day of Indulgence Tour this past summer. Plans call for more local events, including neighborhood play dates and nights out for members: ClubMom is planning to introduce ClubMom’s Night Out for moms to spend with friends and get discounts from local restaurants, retailers and movie theaters.
The Day of Indulgence Tour traveled to 12 markets June 18-Sept. 24, drawing an average 1,000 members per stop. Moms got perks from national sponsors Dodge, Unilever and Verizon Wireless and local salons, spas, gyms, nutritionists and massage therapists. Attendees got free manicures, mini-facials, haircuts, nutritional advice and fitness demos as well as prizes given away throughout the day.
ClubMom Night Out tested on Oct. 15 in Cleveland, Baltimore and Detroit, with plans for an annual, national event. Local restaurants provided free appetizers with dinner or discounts; ClubMom members got a rose when they arrived. Local merchants pitched in deals for the week before ClubMom Night Out: free coffee from Krispy Kreme, yoga classes from Bally Total Fitness, discounts from spas and salons. A month-long sweeps leading up to Oct. 15 awarded 10 grand prizes in each market $200 worth of groceries delivered to winners’ homes and dinner with four friends (chauffeured in a Dodge Grand Caravan).
“Thirty-two percent of Moms told us that they rarely have time to go out with their girlfriends—they only go out with them once or twice a year. So we figured it was time for us to designate a day called ClubMom Night Out for moms to go out and enjoy a night out on the town, leaving the family behind,” said ClubMom spokesperson Meredith Pincu.
