Members of Shoppers Drug Mart’s loyalty program will gain access to exclusive BTR offers.
Jon Love , Associate Editor, Research
Canadian apparel flash-sale retailer Beyond the Rack, No. 155 in the Internet Retailer Top 500, announced a collaboration with Canadian multichannel retailer Shoppers Drug Mart, which operates more than 1,200 stores across the country and sells health/beauty and food/drug products on its web site, ShoppersDrugMart.ca. The companies will launch a co-branded, subscription-based site, ShoppersDrugMart.ca/btr, where the more than 10 million members of Shoppers Drug Mart’s Optimum loyalty program can access exclusive weekly deals on apparel and accessories from Beyond the Rack.
Every Wednesday, registered Optimum members will receive special weekly product offers from a selection of designer goods offered by Beyond the Rack from brands like Fendi, Prada and Coach, while receiving 10 Optimum loyalty points for every dollar spent on the site. Beyond the Rack, also known as BTR, says testing will decide which products will be the best to offer to Shoppers Drug Mart Optimum customers, says Yona Shtern, CEO of Beyond the Rack.
“Shoppers Drug Mart has one of the best loyalty programs in Canada,” says Shtern. “Fashion, which is our strength, is not currently represented on Shoppers’ site. This partnership will extend its product offering and also expand our brand reach.” Shtern says the companies discussed the partnership for almost a year before the announcement.
The seven-day purchase window is different from the usual 48-hour cycle currently offered on most Beyond the Rack sale items, but Shtern says BTR already has some week-long events depending on inventory and product category. The micro-site can be reached through direct navigation or a link on Shoppers Drug Mart’s e-commerce site.