Indigo offers Plum Rewards

CEO Heather Reisman and EVP marketing Deirdre Horgan reveal how Indigo has stepped up its game in the loyalty program department.

Indigo has stepped up its game in the loyalty program department by offering something that has become almost expected from large-scale retailers: a free loyalty program. Called Plum Rewards, the program works on a points system, whereby you earn 10 points for every dollar spent in the store, which can be traded in for money off future purchases (2,500 points equals $5 off).

‘This program is really designed in response to our customers’ request to be rewarded for free for transacting in our stores,’ said Indigo’s EVP marketing Deirdre Horgan at a launch event. ‘It’s so much more than just points, the rewards program really is about connecting with the customer on a very personalized level.’

A user’s Plum account will keep track of the purchases they make and will suggest recommendations whenever they log in online or swipe their card at an in-store kiosk (they will be greeted by name with a personalized page, a feature Horgan likens to Minority Report). They will also get personalized offers, such as extra points when they buy certain titles, based on their preferences or on deals Indigo makes with publishers and suppliers.

The program will not replace Indigo’s current paid program, iRewards, which has an annual fee of $35 in exchange for a discount on merchandise, but will rather cater to those who may purchase less frequently, explained Indigo CEO Heather Reisman. Customers can choose one program or the other, but will not be able to join both.

The program will be pushed through Indigo’s direct channels, including its email database of subscribers, and in-store through signage and employee communications.

‘We don’t own the market,’ said Reisman, noting big competitors like Costco and Walmart, as well as online retailers, ‘and we believe that every single day we need to re-earn the loyalty of customers. We are constantly looking to innovate, to push and to get engaged because we don’t believe we own it. What we do believe is that we are the authority on books, and in that we invest every waking minute of our lives.’