As Office Depot officials pondered a new loyalty program, they went straight to their best source: Their customers.

As a result, today Office Depot unveiled its new loyalty program, Office Depot OfficeMax Rewards Everything, that not only saves customers money, but features expanded benefits.

The program is based on customer input and data and built to address their needs such as a new VIP tier offering free delivery with no minimum purchase; 5 percent back on ink, toner, paper, printing, and copying services for a year, along with other exclusive perks such as special promotions, a birthday offer, and free product samples or services.

The updated program ensures every member is rewarded, and members can look forward to numerous benefits, such as:

  • No minimum threshold for redeeming reward dollars.
  • Simplified, card-free enrollment makes signing up at officedepot.com/rewards a breeze.
  • Sign up, use rewards and browse member-only offers from a smartphone through seamless integration with the Office Depot mobile app. 
Lukana Justin, vice president of customer marketing for Office Depot, talked to Loyalty360 about the factors behind the company’s decision to launch a new loyalty program.

“Office Depot continually searches for ways to add value for our customers, and to simplify the shopping experience for them,” Justin explained. “As we’ve continued to pivot toward a services and solutions provider for business and consumers, we saw an opportunity to introduce a new program that rewards all members for every purchase, including all products and services. If our customers think of us as a one stop shop for their business needs, we want to reward them for every item in their basket and encourage their next visit with a reward in hand. We also want to take care of our customers in other ways beyond price, such as earning rewards back for writing product reviews, and providing improved access to their account history and rewards via mobile.”

Office Depot OfficeMax Rewards Everything ensures every member is rewarded with 2 percent back on everything.
 
“Members earn 2 percent back on everything is not just a perk, it’s part of what sets “Office Depot OfficeMax Rewards Everything” apart from other programs because members earn rewards wherever they shop– in-store, online, or on the Office Depot app,” Justin said. “The free delivery (no minimum purchase) for VIP members is also unique to “Office Depot OfficeMax Rewards Everything.”

Office Depot OfficeMax Rewards Everything has been completely redesigned based on extensive customer research, including a year-long pilot in several markets.
 
“Office Depot conducted research with both customers and store associates to ensure that its final program incorporated these learnings,” Justin explained. “After thoroughly analyzing the data, Office Depot designed a program that is simple to understand, meets customers’ needs, and provides the most useful rewards for all of its customers. More than anything else, our customers wanted a simplified program that was easy to use, which we delivered by offering 2 percent back on everything with reward access regardless of how you shop. We also found a desire for exclusivity, which we delivered with our new VIP tier at $500 spend, personalized offers, and Rewards Member Pricing promotions.”
 
Justin said Office Depot will measure customer loyalty through customer metrics such as retention, lifetime value, and brand affinity.
 
“We will continue to request customer feedback and track customer satisfaction to ensure we are delivering against our customers’ needs in our omni-shopping marketplace,” she added.

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