Programs
Ascena Retail Group Launches Multi-Brand Loyalty
Ascena has launched ALL Rewards, which enables consumers to receive perks for shopping at any of the AnnTaylor, LOFT, Lou & Grey, Ann Taylor Factory, and LOFT Outlet brands. “The loyalty program was designed based on a customer-focused approach that allows the shoppers to choose how they interact with the program across the brands. Rewards members enjoy special access, rewards, promotions, and the flexibility that comes with a multi-brand loyalty program.”
Reebok Launches Unlocked as Part of Digital Overhaul
Reebok has launched its first-ever loyalty program. “Unlocked comes amid a broader push by Reebok to revamp its digital offerings. A full redesign of the Reebok website is slated for release within the next month, with a more inclusive, personalized approach tailored to a younger demographic. Already, Reebok.com has been overhauled with new web app technology, making the website a quicker e-commerce experience.”
Data
Loblaws to Sell Loyalty Data with Member Consent and Reimbursement
The Canadian grocer is testing a pilot program that profits from its PC Optimum Loyalty data, but reimburses members. “The pilot project, to launch Wednesday, will see Loblaw Companies Ltd. ask members of its PC Optimum loyalty program to agree to become the audience for online ads that Loblaw itself will serve up across the internet, based on what it knows about its customers. In exchange, those members will get rewards points for each ad they see.” Rewards points for data is bound to be a winning strategy for increasing customer loyalty—to many consumers, it will feel like rewards for nothing.
Partnerships
Carnival Cruise Line Announces Partnership with Michaels
The cruise service will offer “Make It with Michaels” experience onboard, while the arts retailer will offer Carnival Cruise-themed activities in stores. “The partnership is designed to provide a memorable and entertaining experience for guests who set sail on Carnival Cruise Line every year. Kids and adults alike will be inspired to be creative and encouraged to test their imagination and bring their vision to life with the help of Michaels.”
Amazon Demands Millions for Advertisers on Streaming Service
Amazon is expanding its free Fire TV streaming service and has asked brands to pay millions for advertising. Brands have expressed reluctance. “Advertisers are reluctant to pledge millions of dollars before they know what content Amazon would make available on the new channels, sources said. Some buyers said Amazon is asking for as much as a large cable network for advertising commitments. Since contracts for shows and movies to appear on the new services Amazon is planning are still being negotiated, there’s little guaranteed programming to advertise against.”