Hudson’s Bay Using DM for New Rewards Program
Hudson’s Bay Co., the direct marketer and retailer based in Toronto, has kicked off an integrated marketing effort in Canada to promote HBC Rewards, a loyalty program that runs across all the firm’s stores: the Bay, Zellers, Home Outfitters and its online outlet hbc.com. Plans call for more than 7 million consumers to be enrolled in the program.
The campaign includes direct mail, national TV, print and radio advertising, as well as in-store signage and promotions, and collateral, and outdoor advertising.
The program will enable shoppers to earn HBC Rewards points at any of the more than 500 HBC-affiliated stores. Members will be able to redeem their points for Bay and Zellers gift certificates, or for over 600 items from the HBC Rewards catalog.
