Membership Has Its Priveleges
by Joshua Tretakoff | EVP, Services
One of the latest trends with many retail loyalty programs is a shift of emphasis from a hard, points-based accumulation program, to one that emphasizes more exclusive access or “surprise & delight.” While Best Buy is certainly one of the most prevalent points programs out there, they have definitely stepped up the access benefits. For instance, they are now offering $100 off the purchase of an iPhone, exclusively for Premier Silver Reward Zone members.
When you think of how hot this phone is, and that unlike almost every other phone, there are no discounts allowed by Apple, this is a pretty serious perk for loyal customers. Other retailers should follow suite, with special discounts on specific hot products, or the ability to get to the front of the line (think Wii Fit). Augmenting or replacing your points based program with these exclusives is what keeps those customers coming back for more and more.
