March 2005: loyalty program revamped by Duane Reade

Chain Drug Review, May 1, 2006

NEW YORK -- Duane Reade Inc. restages its Dollar Rewards frequent-shopper program to be more compelling for consumers and boost the drug chain's top and bottom lines.

In addition to providing special item discounts that Duane Reade has always offered Dollar Rewards cardholders, the new program rewards customers every time they use their card to make a purchase. Shoppers will receive one "reward point" for each dollar spent at Duane Reade. For every 100 points accumulated Duane Reade shoppers will get a $5 reward printed on their receipt.

Customers also will have regular opportunities to earn bonus points and will receive special offers through the mail, on the Internet and on register receipts.

"As is evident by the success of our earlier Dollar Rewards program, shoppers look to Duane Reade for unmatched value and convenience," remarks Gary Charboneau, the chain's senior vice president of marketing and merchandising. "The improved Dollar Rewards program that we are introducing underlines our commitment to deliver even further savings and benefits to our shoppers."

The upgraded initiative will be supported by a comprehensive marketing campaign, including radio spots, circulars, direct mail, e-mail, in-store signage, employee contests, outdoor wallscapes and even signs on delivery trucks.

In 1999 Duane Reade introduced the first chainwide customer loyalty card program in the drug store industry. The chain has since issued almost 4 million Dollar Rewards cards.