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.
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