CompUSA to reward SMBs with new loyalty scheme
The technology retailer CompUSA has teamed up with Alliance Data Systems to launch a business-to-business (B2B) loyalty programme called 'The CompUSA Network For Business', designed to reward SOHO and small businesses for their purchases... and a domestic version of the scheme is also being piloted.
Alliance Data Systems (ADS) is providing its loyalty marketing services for the programme, which launches on 25th September 2005. The programme will be driven by the loyalty solution provided by ADS, which will provide the necessary technology, analytics, creative development, print fulfilment and ongoing strategic programme support. The marketing campaign behind the programme will include a direct mail campaign to 384 million of CompUSA's current customers, in-store signage and POS materials, tags on radio advertisements, and an e-mail awareness campaign.
The programme's launch is being promoted with a 'Win the Ultimate Networking Event' sweepstake (closing 23rd October), through which business owners who enrol in the programme could win a US$50,000 networking event for their clients and customers, tickets on American Airlines, and other prizes.
Immediate benefits Small business customers can enrol in the programme for a one-time membership fee of US$29.99, by registering through the retailer's web site, by phone, or at any of its stores nationwide.
New members immediately qualify for a range of benefits designed to suit the needs of small businesses, including a free computer tune-up every year (currently charged at US$49.99 for non-members), free shipping when goods are ordered online, and of course the programme's ConnectPoints loyalty points. The programme will also be the springboard for members-only sales and early access to other special shopping events.
Earning points ConnectPoints are earned for qualifying purchases whether made in-store, online or by phone, and can be redeemed for rewards ranging from CompUSA gift cards to iPods, notebook computers, all the way up to plasma screen televisions. According to CompUSA, members could earn a US$10 gift card after spending as little as US$177.
A members-only web site will provide business technology-related content and help members with customised purchase recommendations based on their business needs. Members can then track and redeem their ConnectPoints online, as well as accessing the programme's rewards catalogue online.
Business IT habits According to Mark Anderson, director of loyalty marketing for CompUSA, the company's own research showed that more than half of small business owners say technology is business-critical, and 76% want service and support from the retailer from whom they make their purchases. Furthermore, small business owners spend an average US$5,000 setting up their office, and up to US$3,000 per year maintaining it. And while the majority of small business owners say they prefer shopping at a local retailer, 20% use the web.
Going domestic? A modified version of the programme is also being tested with domestic consumers in five CompUSA markets, operating under the name The CompUSA Network.