CUSTOMER LOYALTY: Who’s Doing What

A sampling of cataloger loyalty efforts:

BAS BLEU: For a $20 annual fee, customers of this specialty book catalog (whose name translates to “Bluestocking”) can become members of The Bas Bleu Society. Benefits include free shipping and handling or a 10% discount (“whichever is greater”), free gift wrap upon request, special sales offerings — and “a wallet identification card to flaunt your bluestocking status.”

DINN BROS.: This cataloger of trophies, plaques, and other awards provides free shipping on all prepaid orders of at least $100. It also offers free assistance in helping businesses plan an employee recognition program. To quote the president’s letter from a recent catalog: “If you don’t have a Recognition Program in place, what are you waiting for? Dinn Bros. can help you make your business even better and we are just a toll-free phone call away! We will assist you at every step, in planning and carrying out a Recognition Program so that you and your employees can reap the benefits!”

EDWIN WATTS GOLF: A cover line on a January catalog sent to a past buyer reads “As a valued customer, you’re privy to this EXCLUSIVE SEASON PREVIEW.” The golf supplies cataloger/retailer has hit upon a simple, inexpensive way to make customers feel valued and rewarded.

EYEWIRE: The cataloger of royalty-free images and other design tools offers the MyWire free online membership program. Benefits include special discounts, e-mail design bulletins, and the ability to store images purchased from EyeWire on the cataloger’s Website, instead of or in addition to on the customer’s own hard drive. For the graphic designers who are EyeWire’s target audience, this provides them with a backup of the images should their computers crash.

MARTHA STEWART: The doyenne of domesticity’s catalog sends “preferred customers” regular e-mails alerting them to sales and sometimes offering discounts. A typical e-message: “As a preferred customer, you’re among the very first to hear about our new spring product launch — and you can even save 15% off any purchase of $50 or more!” To receive the appropriate discount, customers must enter a source code, which enables the marketer to track response.

NEW PIG: The target market of this manufacturer/marketer of spill containment and industrial cleanup equipment tends to buy in bulk. What’s more, many of New Pig’s products are commodities that customers need to reorder regularly. So the cataloger offers discounts to buyers who spend more than $2,500 on certain commodity items. And it allows customers to schedule regular deliveries of products.

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