Independent hardware retailers in the Home Timber and Hardware group have reported increased in-store traffic and better margins as a result of the customer rewards program, Home Team.

By formalising the process around how staff allocate customer rewards, some Home Timber and Hardware retailers have reported savings of over $1 million in cash discounts, when compared with previous years.

According to Home Timber, the Home Team program sees loyalty card holders spend 30 percent more in-store than non-members and, on average, generate an increased margin of one percent. Retailers incur no program management fees.

Steven Cooper, store owner of Coopers Hardware in Bundaberg, said Home Team Loyalty has been a great relationship building tool.

“We used to offer a straight discount, but with Home Team, customers started seeing points add up to earn considerable discounts off their bill. Making it so easy for customers to earn rewards has ensured they come back to spend more at our store, more often,” said Cooper.

A key benefit of Home Team for individual Home Timber and Hardware retailers is the flexibility to create promotions and offers relevant to their customers and local market.

Civic Home Hardware store owner, Steven Rippon, said the biggest benefit has been in marketing. “For example, with the ability run a postcode search, we identified that we werenÍt selling a lot of outdoor furniture in a coastal area. When we looked at why, it became apparent that we simply werenÍt dropping catalogues in this area. WeÍve since been able to rectify the problem, open up a new market and increase sales,” he continued.

Andrew Senyard, Home Timber and Hardware national marketing manager, said “Being such a simple and cost effective program, and with no current competition in the retail hardware space, weÍre hearing really positive feedback from participating retailers who are gaining significant business benefits as a result of joining Home Team,” he continued.