To stand out among the cluttered retail environment, KB Toys is rolling out a new rewards program, just for grandparents. Timed in advance of the holiday shopping season, the program dangles a weekly discount for age-specific shoppers.
Under the KB Toys Grandparents’ Rewards Club, which began Monday, grandparents and adults who are at least 50 years old, can save 10% off in-store purchases on Tuesdays—typically KB Toys’ slowest day of the week. Consumers can sign up for the rewards program at KB Toys stores nationwide.
“Grandparents represent anywhere from 35% to 40% of total purchases of toys every year,” Ernie Speranza, CMO of KB Toys said. “This is a huge market for the toy industry. What we wanted to do was really focus and target a larger share of business from this particular target audience.”
And if you aren’t a grandparent, KB Toys is still offering the discount for consumers 50 and older. As a special incentive, KB Toys plans to offer additional discounts to members on top of the 10% weekly discount, Speranza said.
The Pittsfield, MA-based chain tested the program in a Boston store prior to the rollout. Test results were better than expected, Speranza said, although he declined to be more specific.
“Retailers are always looking for ways to differentiate themselves,” he said. “One of the ways in doing that in add to trying to develop products specific to their own stores, is through a program that targets certain segments of the population.”
In-store signage, prints ads in AARP support. KB Toys is also distributing signs to senior citizen centers, health centers and activity centers to spread the word.
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