Cataloger Q&A: Dale and Thomas Popcorn Focuses on Cross-channel Promotion and Matchbacks
Catalog Success: What cross-channel promotion are you doing, if any?
PG: We’re collecting e-mail addresses in the retail store, handing catalogs out in the store, and we’re right on the edge of something else. By the end of the first quarter this year we’ll be launching a loyalty program that crosses retail and direct. That will give us the opportunity to communicate with customers better across channels. It’s a loyalty card and a stored value card. The more the customers buy, the more points, or kernels, they earn. They also can store money on the card, like any other gift card. But once you’ve earned a certain number of kernels, the kernels turn to dollars which go right back on the card.
The Holy Grail of all loyalty programs is being able to contact the customer with relevant offers based on how they shop. So the customer can use the card in the stores or online, and we’ll market based on the customers’ preferences. If you’re a store customer, we’ll give you offers that bring you back to the store, but remind you that if you want to send a gift, you can always go online and your card works there as well. We’re trying to marry the retail and consumer direct business pretty tightly.