Andrew Associates

Customer Loyalty Rewards Program: Aubuchon Hardware

Challenge
Andrew Associates was challenged to develop a way to rollout the details of Aubuchon's new commercial loyalty program, Home Team Pro.

There were several messages that needed to be conveyed to current Procard members; the name change from Procard to Home Team Pro, new incentives based on a rolling 12-month purchase history, a 2% year-end reward without a minimum purchase requirement and special offers to entice current members to take immediate advantage of the new program.

Additionally, just prior to Aubuchon's rewards program revamp, they took on the Benjamin Moore® paint line. With this addition came another challenge; not every Aubuchon location could sell the paint line due to strict franchising rules of Ben Moore – distribution of a generic offer for all store locations was out of the question.

Aubuchon also wanted to survey its Procard members during the rollout of the new program.

Solution / Results:
Right out of the gate, Andrew Associates developed an eye-catching personalized (variable data/image self mailer to effectively and efficiently unveil the Home Team Pro rewards program.

It was decided to use this opportunity to thank current Procard members and then spell out the details of Home Team Pro.

The piece was designed to draw the member to the really important information and offers like; the 2% year-end reward, the buy more – save more storewide discount and the member's current 12-month purchase history so they would know their level of discount eligibility.

The implortance of getting response to the online survey was realized and special attention was given to the offer design and placement to ensure member action.

Variable offer coupons were designed and inserted based on the member's most frequented Aubuchon location – creating the perfect solution to the franchising restrictions and insuring the coupon could be redeemed at the member's preferred Aubuchon location.

The offers produced a redemption rate of 9%.