Indigo has stepped up its game in the loyalty program department by offering a free one. Called Plum Rewards, the program works on a points system, whereby users 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).
“It’s so much more than just points, the rewards program really is about connecting with the customer on a very personalized level,” said Indigo’s VP marketing Deirdre Horgan at a launch event.
A user’s Plum account will keep track of the purchases and make recommendations whenever they log in online or swipe their card at an in-store kiosk. 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, 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, in-store through signage and employees, via Facebook and Twitter, and on the Chapters Indigo website. 
“We don’t own the market,” said Reisman, noting big competitors like Costco and Walmart, “and we believe that every single day we need to re-earn the loyalty of customers. What we do believe is that we are the authority on books, and in that we invest every waking minute of our lives.”