Dell Canada has launched a value-added loyalty program that rewards consumer customers who shop directly with Dell online. Called Dell Advantage, the program is free and easy to join. Registered members receive 5% back on a Dell ePromotional card 30-35 days following shipping and invoicing of their purchases.
As a result, this enables members to exercise the program benefits quickly on additional purchases with Dell within the following 90-day period. In addition to the 5% rebate, program members are eligible for interest-free financing of their purchases of $899+ if paid in full in 12 months.
Other benefits include notifications of special discounts, as well as offers from Dell and its partners. The Dell Advantage Program applies to purchases made on a wide range of Dell products including laptop, Ultrabook, desktop and all-in-one computers, tablets and touch PCs, Alienware gaming systems, HDTVs and home theatre equipment and electronics, software printers, and ink.
Dell Advantage launched in Canada on Oct. 17 and currently has about 5,000 members.
Phil Bryant, Vice President and General Manager, North America Consumer and Small Business, Dell, told Loyalty 360 that the decision to launch Dell Advantage in Canada was an obvious one.
“We recently welcomed our 1 millionth member to the Dell Advantage program – a great milestone considering we just launched the program earlier this year,” Bryant said. “Given the tremendous amount of traction with our customers in the U.S., it was only natural that we extend the program to our customers in Canada. At the heart of the program is 5% cash back on select purchases with a Dell Promo eGift Card. This enables customers to exercise the benefits of membership relatively quickly on additional purchases with Dell within the following 90-day period.”
Since Dell started the Dell Advantage program earlier this year in the U.S., Bryant said program members have earned over $17 million in gift card rewards.
“We value our customers – they are at the heart of the purpose of our company,” Bryant explained. “Dell Advantage is our way of rewarding them for their loyalty and letting them know Dell is a company that truly appreciates their business. Through the loyalty program, our customers can be confident in purchasing from a company that will stand by them. In addition, many of the program benefits and associated partners help to enhance our customers’ overall experience with their technology purchase – after all, we know the hardware is just one piece of the experience puzzle.”
Bryant said the positive customer feedback and engagement “we’ve received thus far shows us we’re on the right path.” Given the program’s expansion, Bryant hopes to grow an additional two million members in 2014 and reward them for continued engagement on Dell.com.
“We hope to get more aggressive and creative with the Dell Advantage monthly exclusive offers as well as increase the presence of Dell Advantage in our marketing efforts,” he said.
Bryant said that greater availability of information combined with ever-increasing channel options available for customers to engage with a brand has encouraged multi-brand shopping, which makes loyalty harder to earn.
“This evolution also makes word-of-mouth more influential since shopping experiences, product reviews and promotions can be shared more quickly in many different ways,” Bryant explained. “Given their increasing influence, customers are looking for clear cut, high-value programs that reward their loyalty. With Dell Advantage, we present a clear-cut reward structure that offers real, tangible benefits our loyal customers can clearly understand and, rest assured, they are getting the best value in the market.”