Ace Hardware broadens reach of loyalty program with new e-commerce site
With the recent re-launch of its web site to conduct e-commerce, Ace Hardware Corp. is extending the reach of its Helpful Hardware Club loyalty program while supporting a multi-channel strategy by letting customers earn loyalty points for online as well as store purchases. But points can only be redeemed in stores, John Venhuizen, marketing manager, tells InternetRetailer.com.
The club program issues 10 points for every dollar spent at Ace. When a customer compiles 2,500 points, he earns a $5 certificate. Ace sends out the certificates each quarter.
Although customers can sign up for the club online as well as in stores, online shoppers must name a local store during sign-up, or have a local store assigned to their account. That enables Ace to design direct marketing programs that alert shoppers about promotions in their local store as well as online, Venhuizen says. "This is very much a CRM strategy," he says. He adds that many promotions are personalized for customers based on their online and store purchasing history.
Although only 1,600 of Ace`s stores are official members of the Helpful Hardware Club program, virtually any Ace store will redeem the program`s certificates, Venhuizen says.
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