Lexmark rewards loyal customers with freebies

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By: Wise Marketer Staff |

Posted on October 11, 2007

Lexmark rewards loyal customers with freebies

The printer manufacturer Lexmark has launched a new internet-based loyalty programme called 'Lexmark Rewards', to reward its end users for buying and returning their cartridges.

Before designing and launching the rewards programme, Lexmark interviewed and surveyed a number of its inkjet printer users, and found that the majority would like to earn free ink as a reward instead of other possible incentives such as discounts or points that could be redeemed for merchandise.

How it works The new programme is simple in operation. Customers who buy five cartridges from the company's online store within a twelve month period will get one free.

"Customers told us they wanted a programme that was simple and allowed them to get free cartridges," explained Paul A. Rooke, president of Lexmark's Consumer Printer Division.

Greener rewards With a decidedly 'green' twist to the programme, customers who also return five empty Lexmark-branded units within a twelve month period will earn a second free cartridge.

This equates to a reward equal to 40% of spending, and applies to almost all Lexmark-branded ink products. Consumers are automatically enrolled in the programme when registering new Lexmark printers.

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