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Bon-Ton Stores Want to Make Customer Loyalty Program Relevant Again

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The Bon-Ton Stores relaunched its “Your Rewards” customer loyalty program on Feb. 15 with the goal of making it relevant again.

Luis Fernandez, chief marketing officer for The Bon-Ton Stores, told Loyalty 360 that although customers enjoyed the former “Your Rewards” loyalty program, it was “becoming less relevant as the program offers had become too similar to other broad promotional offers we execute throughout the year.”  

The new program will allow customers to begin earning rewards as soon as they spend $200 on their "Your Rewards" credit card at any of The Bon-Ton Stores’ seven nameplates, including Bon-Ton, Boston Store, Bergner's, Carson's, Elder-Beerman, Herberger's and Younkers -- or online. Anyone who currently has a “Your Rewards” credit card will be automatically enrolled.

The new program rewards customers in a more tangible fashion -- giving them a $20 Rewards Card for every $200 spent. Each reward can be applied to a purchase of $50 or more, with certain exclusions, or they can be accumulated as they are earned. Customers will be able to use multiple rewards cards with their purchases, thereby "stacking" their redemption which will start at $20 off $50 and increase as rewards are earned: $40 off $100, $60 off $150, $80 off $200 and up. For cosmetics or fragrance purchases, customers will receive $10 off a $50 purchase and they can stack the rewards to save even more.

Fernandez said the revamped “Your Rewards” program allows customers to begin earning rewards at a lower spend threshold, and offers more redemption flexibility.

“They can now also earn multiple rewards cards that can be used in combination in a single transaction or across multiple transactions and can be used any day over a 45-day period from being received,” Fernandez said. “The former program allowed customers to redeem their ‘Your Rewards’ savings passes on a single day of their choosing each month. The new program rewards customers for shopping both channels and supports rewards redemption online.”

The “Your Rewards” customer loyalty program will continue to have an "Elite" level for the company’s best customers. Cardholders reach Elite status by spending over $1,000 annually. They will receive additional benefits such as complimentary online shipping offers and exclusive Elite discounts each month.

Fernandez believes the relaunched customer loyalty program will result in greater engagement reflected in retention rates, credit penetration, and benefit redemption, “especially with on-going monthly opportunities to double rewards cards earned. Our goal is to encourage and reward broader customer engagement with our channels, driving higher customer lifetime value and increased retention rates.”

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