Loyalty marketing program UPromise lost one of its cornerstone members when Toys R Us let its contract run out last month.
Two-year-old UPromise channels rebates into a college-savings account. Other cornerstone members–General Motors, America Online, AT&T, Citibank, Coca-Cola, and Exxon Mobil–continue with the program.
Del Monte, Beech Nut, Fuji, Cargill and Reckitt Benckiser joined in February with two more CPGs coming aboard this month. In April, three new service companies and an appliance manufacturer join UPromise. The appliance maker will issue “Scholar Dollar” coupons redeemable at retail.
“It’s a whole new way for big consumer electronics and major appliance brands to participate,” says UPromise VP Jim Doyle.
The program tested couponing with security firm ADT. UPromise, Needham, MA, claims 3-million members, 100 corporate partners (with 4,000 brands) and 7,500 restaurants giving rebates. KB Toys, eToys, Hearthsong and Childcraft continue; UPromise also pitches partners Wal-Mart, Disney Store, JC Penney and K mart for toys.
CPG, retailers, and service partners (such as telecoms and financial services) give a standard rebate, generally three or five percent, and overlay short-term promos with bigger rebates. This month, Coca-Cola rebates 19 percent when members buy four two-liter bottles, and General Motors offers $450 back with purchase.
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