Sony launches loyalty programme in Canada

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By: Wise Marketer Staff |

Posted on June 29, 2004

Sony launches loyalty programme in Canada

Sony stores in Canada are now offering a customer loyalty programme called Pulse which, using a personalised key tag as the identifying token, gives customers in-store benefits and the chance to win instant prizes.

Operated by Sony of Canada Ltd, which provides electronic and computer products for consumers and businesses, the Pulse programme does not use points or discounts to reward consumers, instead offering benefits such as free services and entries into instant prize games every time they visit a participating Sony store (whether they make a purchase or not). To become a member of the programme, an initial purchase of at last Cdn$100 is required.

Instant rewards The prizes currently include items such as a Sony 27-inch FD Trinitron WEGA television, a DVD entertainment system, a home cinema speaker system, a digital camera, a digital photo printer, a Sony VAIO notebook computer, and a range of smaller prizes including Cdn$25 gift cards. The grand prize is a 42-inch  Plasma WEGA television.

"Dedicated Sony shoppers get exclusives, benefits, and the opportunity to win great prizes by simply swiping their key tag every time they visit," explained Barry Crystal, vice president of Retail for Sony of Canada Ltd.

Membership levels Members are rewarded based on the number of monthly swipes and their respective tier status and are invited to attend free seminars. They can also receive regular newsletters along with details of forthcoming promotions. There are three levels of Pulse membership - Pulse, Gold Pulse and Platinum Pulse.

Gold Pulse members receive all the benefits of the Pulse programme, with the addition of free in-home theatre consulting, free Gold membership in the Sony Music MVC programme, and a Christmas gift guide.

Platinum Pulse members receive the same benefits as Gold Pulse members, with the addition of free deliveries and product setup, shopping by appointment, invitations to exclusive events, free Platinum membership in the Sony Music MVC programme, a birthday gift each year, and the twice-a-year SonyStyle magazine.

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