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Target approaches back-to-school with free spirit

BY Dan Berthiaume

Minneapolis – Target Corp. is offering a limited-time promotion aimed at back-to-school shoppers that provides free shipping for all U.S. online orders. The promotion, which runs through Aug. 15, also includes free returns on all orders, with some restrictions on oversize items.

In addition, Target is offering free same-day in-store pickup of online orders. Other special features for back-to-school shoppers include a $10 savings on online orders of $50 or more for kids’ back-to-school clothes and accessories, a $5 gift card when customers spend $25 or more on school supplies, and up to 20% off college items.

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Rewarding customers pays for National Coney Island dining chain

BY Dan Berthiaume

Roseville, Mich. – Developing customer rewards programs costs money, but when done correctly pays big dividends. The National Coney Island restaurant chain has successfully increased guest frequency and spend with its Paytronix-powered Coney Bucks rewards program.

An instant-wins promotion almost doubled new Coney Bucks registrations over the average previous months' registrations. National Coney Island replaced its coupon-based advertising program with the Coney Bucks rewards program, which is built on the Paytronix Rewards Platform.

Offering discounts based on frequency and spend, Coney Bucks also collects data that helps the restaurant chain better understand and engage with its guests. To date, Coney Bucks has accumulated 58,000 members, many of whom visit as frequently as three times a day.

National Coney Island has deployed Paytronix promotions, messaging, and test-and-control features to help continuously recruit and engage with its loyalty program members. Behavioral messaging enables the retailer to engage with guests, increase visit frequency and spend, and to explore a variety of offers.\

In addition, target and control functionality helps National Coney Island determine which offers will deliver incremental and profitable visits. For instance, a head-to-head offer test was performed between a dessert compared to a milkshake. The test proved that the milkshake offer delivered more incremental visits, and those who redeem a milkshake tend to spend about a dollar more per check than those redeeming a dessert.

"Overall, Paytronix has helped us to increase knowledge of our guests and keep them engaged with both our loyalty program and our brand," said Martyna Nowak, marketing director, National Coney Island. "There's a lot of competition in this area. Coney Bucks further differentiates our offering and makes a positive impact on sales.”

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Listen: Consumer Industries: Using Real-time Consumer Insights

BY Staff Writer

New York – Dan Berthiaume, senior editor of Chain Store Age, recently participated in a one-hour panel discussion, “Consumer Industries: Using Real-time Consumer Insights,” sponsored by SAP as part of its “Coffee Break with Game-Changers” Internet radio series. The discussion, broadcast live on the VoiceAmerica Internet media service, focused on how consumer brands need to reach, engage, and consistently serve connected consumers with simple, compelling experiences across physical and virtual channels and along the entire path to purchase and beyond.

Panelists Berthiaume, Jerry Wolfe, CEO and founder of Vivanda Pietro Pieretti, managing director of Accenture, and E.J. Kenney, senior VP, consumer products industry business unit, SAP, discussed topics such as direct engagement of consumers via social channels, monitoring and measuring customer engagements, and what the future holds in store for omnichannel engagement of consumers by consumer brands.

Click here to listen.

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