Mattress major Serta, with headquarters in Hoffman Estates, Ill., has created a loyalty program for consumers launching May 1. The Serta VIP Rewards program allows purchasers of iComfort and iSeries beds to earn as much as $1,000 in discounts off future Serta purchases.
Those who sign up for the loyalty program receive $100 in reward points upon registration and can earn as much as $100 in additional reward points per year. Points can be redeemed post purchase via mail-in rebates. Enrollees receive email updates from Serta with reward-point totals, the name and location of the retail stores where purchases were made, as well as special sales offers from Serta and nonindustry advertising partners.
“Consumer confidence is increasing and the pent-up demand for durable goods is at an all-time high,” said Andrew Gross, Serta senior vice president of marketing. “This presents a tremendous opportunity to drive more traffic and close more sales at premium price points. Our VIP Rewards program is designed to do this, while promoting ongoing consumer loyalty to Serta and their retailer.”
“There is no cost to our retailers to leverage this program,” Gross added. “We will provide the in-store display materials, completely manage the email marketing program post purchase and handle all redemptions. The retailers we spoke with felt that VIP Rewards will encourage additional mattress purchases for the household and shorten the replacement cycle, benefiting both the retailer and the industry.”
