WOODBURY, Conn. — LaBonne’s Market, a three store operator here, has launched “LaBonne’s Great Rewards” loyalty program, powered by Market Basket Rewards, Troy, Mich.
But the program does not require shoppers to carry a card in order to receive sale prices. “That’s the big box store thing,” said owner Bob LaBonne Jr., “and we wanted to differentiate ourselves, not follow them.”
Shoppers will use the card to earn one point for every dollar they spend; they can redeem points for over 1,000 gifts by calling, writing, or clicking through LaBonne’s website during the promotion, which will last for 24 weeks.
Card holders will also receive non-advertised offers via email, as well as information about upcoming events and offers based on their purchase preferences.
LaBonne Jr. hopes to make shoppers accustomed to looking for their email and the web for his weekly advertised specials and key messages. “The only way I’m ever going to decrease my advertising budget is to train shoppers to get my ad online,” he said.
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