Not Loyal Fans

Frequent shopper cards are a great way to reward customers and encourage repeat
business, yet most gift retailers aren’t offering them. Here, readers share their thoughts
and ideas on loyalty cards.

DO YOU HAVE A
LOYALTY CARD OR
PROGRAM?

ILLUSTRATION: MONIKA MELNYCHUK / WWW.I2IART.COM

No

13

Yes

3

LOYAL TO A FAULT Deborah Sirman has embraced the idea of loyalty cards with great success. “We launched six years ago and have over 9,200 registered customers.” Customers pay a $20 annual fee to receive 10 per cent off regular-priced merchandise, access to special sales, free tool rentals, a targeted newsletter, e-mail tips and more.

GOOD IDEA, BUT… “They are a good idea, and we have thought about it, but we’re just too busy, work so many hours and have enough to do already,” says Charles Salvo. Juggling two stores and a loyal crew of repeat customers means Charles will keep loyalty cards on the back burner for now.

LOYAL TO A FAULT Greg MacLellan launched a points program at his store last year, which is open to all customers. Shoppers receive one “Perk Point” for every $10 they spend. “Once they save up 12 points, customers can redeem them for $5 to use at the store.”

LOYAL TO A FAULT Fruits & Passion has a VIP program. “Customers who sign up get access to two special sales a year where they get 15 per cent off their total purchase when they spend over $40,” says Cheryl Plett from the Niagara Falls store.