NEW YORK -- Carter Hawley Hale Stores is going on the offensive in the competition for cosmetics customers with a frequent-buyer program called Club West.
Club West members who spend $250 on cosmetics and fragrance within a 12-month period will automatically receive a $25 gift certificate.
Members will also receive a newsletter every other month detailing beauty tips, members-only offers and events and advance notice of gift-with-purchase and other promotions. Membership is free.
Margo Scavarda, senior vice president and general merchandise manager for cosmetics at CHH, said she plans to get vendors involved in creating exclusive offers for members.
The store will track members' purchases from Club West ID cards, which can also serve as CHH charge cards. The program applies to the 83 doors of all three CHH divisions: The Broadway, Emporium and Weinstocks.
Club West went into effect Wednesday, and Scavarda said she hopes eventually to sign up one million members. She noted that CHH is using an extensive direct marketing campaign to promote enrollment.
"I want every customer who walks through our doors to sign up," Scavarda said. "It's a way of recognizing the customer base we have, saying thank you to the customers we have and enticing new customers."
John Horvitz, a cosmetics industry consultant, said the club is a good example of "relationship marketing," in which the retailer ingratiates itself with the customer.
"Offering some rewards to customers puts CHH in a position to build market share," Horvitz said.
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