Office Depot launches new loyalty programme
Office Depot Inc. has launched a customer loyalty and membership programme called 'Worklife Rewards' to replace the existing 'Office Depot Advantage' programme, this time offering loyal customers unrestricted reward-earning potential.
Worklife Rewards features a number of enhancements over the original Advantage programme, including a guaranteed 5% rebate for frequent buyers who spend at least US$200 on qualifying purchases during the reward period. As part of the new programme, customers who meet that threshold will earn a 5% rebate on all future qualifying purchases.
Own-brand bonuses Members earn an extra 15% back in bonus rewards on Office Depot Copy, Print and Ship services (when a minimum of US$35 is spent on qualifying purchases).
Worklife Rewards members also earn double reward credits every day on Office Depot branded ink and toner supplies.
The programme also has a password-protected web interface that allows members to keep track of their purchase history and reward status.
Rationale According to Tony Ueber, senior vice president of marketing for Office Depot, "We specifically designed Worklife Rewards to help our customers deal with the everyday challenges of managing resources and budgets."
Office Depot's own market research found that customers place a high value on loyalty programmes, identifying key factors for joining a programme as "getting a reward or cash back", "the opportunity to get discount coupons", and "the ability to track spending".
Programme transition In order to receive credit for their purchases, Worklife Rewards members are asked to present their card or member number at the check-out. Former Advantage loyalty programme members are automatically enrolled in Worklife Rewards from 1st June 2006, and are currently receiving their new cards in the mail.
Worklife Rewards is open to businesses and consumers in the U.S. and Canada.