Best Buy rolls out a web-based loyalty program

Best Buy Co. Inc. is taking nationwide its Reward Zone loyalty program after an eight-month test in southern California. Customers earn loyalty points with offline purchases, although not with online purchases, and can view account status via the web. Frequency Marketing Inc. created the loyalty program for Best Buy using its Loyalty Solutions Platform.

Reward Zone members can access benefits and exclusive offerings on the web, including sweepstakes, previews (via web streaming) of upcoming CDs and movies, computer and video game demonstrations, product giveaways such as concert tickets, T-shirts, trips and signed memorabilia and special access to artist interviews.

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Frequency Marketing provides the technology platform, technical services, print fulfillment and program support for the Reward Zone program. The technology platform includes the Loyalty Solutions Platform and MemberNet, Frequency Marketing`s web interface for member interaction. Print fulfillment includes member welcome kits, quarterly statements and award certificates. Best Buy manages creative development and media buying through its existing vendors and runs member services using Frequency Marketing`s platform at its existing call centers.

Reward Zone is open to shoppers age 13 and older. Members pay a $9.99 annual fee, then earn 100 points for each dollar spent. They also receive a 5,000-point enrollment bonus. Every time a member`s balance reaches 12,500 points, they receive a $5 award certificate, redeemable for any Best Buy purchase over $10. Members also earn Bonus Points for participating in program activities such as signing up for an online newsletter, completing a survey, or purchasing featured merchandise. Customers can buy memberships in stores but not online.

Best Buy is launching Reward Zone with a sweepstakes from July 20 to Aug. 23, giving away $25,000 per day. Customers get one entry into the sweepstakes for enrolling in Reward Zone and one entry for every additional transaction they make.