The words you are searching are inside this book. To get more targeted content, please make full-text search by clicking here.
Discover the best professional documents and content resources in AnyFlip Document Base.
Search
Published by Do it Best Corp., 2019-10-03 08:18:24

Oct-Profit-Lines FINAL

Issue 10

The Best Rewards customer loyalty program helps you grow your business by tracking
customer purchase data so you can target your most loyal customers with customized
messaging to generate repeat business. It uses data collected at the point of sale to connect
with your best customers to drive traffic, increase sales, and enhance your profitability.
For Do it Best members using this robust loyalty rewards program, 64% of all sales come
from just 25% of their customers. That makes it extremely
important that you’re marketing to your best shoppers if
you want to drive more foot traffic and additional sales.

Valu Home Center’s journey to integrate Best Rewards
into their marketing strategy began in early 2018. With
locations across New York and Pennsylvania, Valu Home
Center has been serving area customers for 50 years. With
their marketing program largely unchanged for much of
that time and relying heavily on print, they saw the need
to proactively reach new and existing customers in a different way if they were
going to remain relevant in their markets. They began looking into the various
loyalty programs offered and even considered building one themselves, but their
research ultimately reinforced that the Best Rewards customer loyalty program
was their best choice.
“None of the other programs we looked at made sense to us. They
were either too expensive or didn’t understand our business like
Do it Best does,” said Doug Wasiura, vice president of marketing for
Valu Home Center. “The experts at Do it Best had already done all the
hard work for us. They were able to give us experience-based advice
to help us avoid the inevitable missteps that would occur if we had
tried to do it on our own.”

After validating the affordability and return on investment provided
by Best Rewards, Doug went to work on the backend execution
with the Valu Home Center staff. He made sure that each store’s
team understood the importance of Best Rewards so they
could be strong advocates at every stage of the rollout.

“We started with our managers and
asked them to pick one person from their Hear more about Valu
store to be a champion of the program. Home Center’s success
This champion associate was trained to with Best Rewards at the
talk to customers about the program and Celebration of Excellence
get their peers excited about it.” event on October 18 at

To introduce Best Rewards to their the fall market.
customers, it was a comprehensive
effort on all fronts. Not only did cashiers share the benefits of the program
with customers at the checkout, but associates on the sales floor talked to
shoppers about how
they could earn points
on their purchases SPUR SUCCESS WITH
while assisting them
with their projects. SEGMENTATION
Additionally, signage
throughout the To help you connect even better
store created buzz with your customers, we recently
and promoting the introduced customer segmentation
program on social into Best Rewards. Segmentation
media proved allows you to look at all the Best
especially beneficial. Rewards data you collect to make
even smarter, targeted, specific
“We leveraged every behavior-based marketing decisions.
aspect of our social It builds and expands on your
media to talk about understanding of recency, frequency
Best Rewards,” Doug and monetary spend with a few more
said. “We emphasized customer characteristics that are
that we’re doing this significant in building segmentation:
because we appreciate our customers’ business, and we want to give back. average ticket, days between visits,
I think that approach really resonated with people.” number of departments shopped
As a result of the successful launch, Valu’s average and distance to store.
customer spend has increased, exceeding their “Instead of sending out a blanket
projections for 2018. marketing piece, I can look at each
one of my customer groups and see
“We set what we thought was a reasonable target
for customer sign-ups in 2018. Our team really got how each one wants to be reached,”
engaged because they understood why we were Doug notes. “The marketing that we
doing this and why it was important do for some of our best customers
for the business and for our best isn’t the same that we would do for
customers,” he added. “We ended some of the customers who need an
the first year with 8 times more Best extra incentive to get into our store.
Rewards subscribers than our initial Through segmentation, we
goal. Now, people are spending more have realized our marketing
with us and they’re coming back with the approach needs a
coupons we’re sending them.” different voice
with different
To begin your own Best Rewards success story, talk to your types of
Consumer Marketing Specialist today or contact the Retail Programs customers.”
department at 260.748.5456 or [email protected].

MEMBERS Check out stories published in industry trade publications
IN THE NEWS highlighting the growth, innovation, success, and giving

spirit of fellow member-owned stores.




Brownsboro Hardware & Paint Orofino Builders Supply All of these publications
Brownsboro Providing quality provide free subscriptions
Hardware time-saving to their print editions and
and Paint in service is what access to their digital
Kentucky was makes Orofino issues. If you’re not
honored with Builders Supply currently a subscriber, use
the Partners in Idaho a stand these helpful links:
in Philanthropy out operation.
Award by • Building Products Digest/
Louisville Merchant Magazine
Business First.
• Hardware + Building
Supply Dealer
Petersburg Do it Best Hardware Taylor’s Do it Center ® • Hardware Retailing
®
Recently honored At Virginia- • Independent We Stand
with the Beacon based Taylor’s • LBM Journal
Award for Best Do it Center,
New Store, a private • ProSales
Petersburg Do it label sauce • The Hardware
Best Hardware in is sparking Connection
Indiana was featured excitement.
on the cover of • Contractor Supply
The Hardware • Industrial Distribution
Connection. • Industrial Supply


Triple “A” Building Center Umber’s Do it Best Hardware We’re posting content
®
daily that highlights our
Located in upstate New York, this retailer This Indiana-based store opened its doors
hosts hands-on training for its employees early and stepped up to help a local church company’s achievements
during special Wisdom Wednesday sessions. provide relief for area tornado victims. and members’
successes. Be sure to
Find, Friend & Follow us
on Facebook, LinkedIn,
and Twitter.







Western Building Center Wright Hardware Co.
Western Wright
Building Center Hardware Co.
in Montana in Indiana
is in its fifth has created
year running a strong
the Kalispell reputation
Student Built for its HVAC
Home Program. products and
services.

NEW!
Live Auction
Score great deals on popular closeouts and
overstocks, and win door prizes including an Indy
500 package for two. You must be present to
participate. The auction will be held on Sunday,
Oct. 20 from 3 – 4 pm in LBM Booth #125.
Make Your

Market the Most Core Solutions NEW!

Successful Ensure you have the most up-to-date

assortments in your store with Core
The market is just around Solutions. In a home center setting, we’ll
the corner, and it all happens be showcasing the best of the best in the
here! To get the most out of your plumbing and electrical departments. Attract more customers and
drive sales in key categories when you implement the planograms
market experience, ensure these
showcased in Core Solutions.
are part of your game plan.

NEW!

Seasonal Spotlight

Improve your merchandising
assortments and increase your
sales and profits by stocking
the right items in the Outdoor
Living, Outdoor Décor,
and Outdoor Recreation
categories, as shown in the
Seasonal Spotlight with
additional discounts and Power Preview SM
extended dating.
The market roars to life with the Power
Preview at Victory Field on Friday morning.
This year, we’re
Buying Strategies including top

power tool
With the transition to February and September for our
brands such
semi-annual buying markets in 2020 comes a few questions
as DeWalt ,
®
about seasonal buying. To get some insights, we turned to
Imperial
Gary Loosle, Do it Best division merchandise manager. “Use
Blades ,

the fall market to plan and place your orders for your spring
Makita , and
®
and summer products needs like pottery, garden hoses, and
®
Milwaukee
other outdoor living, décor, and recreation categories. And if
Tool. Enjoy
needed, you can re-purchase inventory at the spring market
full demos, giveaways, and special product
to replenish your spring and summer inventory,” says Gary.
promotions only available during the
And at the end of the day, the market is about getting Power Preview.
inspired, recharging your batteries, and continuous
improvement of your business. Join us in Indy to connect October 18–21
with like-minded entrepreneurs and celebrate the spirit of Indiana Convention Center Indianapolis
the independent business.


Click to View FlipBook Version