Does True Value hardware stores’ 15-month-old loyalty program mean true value? More than 172,000 consumers at 136 test locations think so. And within five to seven years, customers at another 2,000 or so of the collective’s 5,000 stores are expected to agree.
True Value Rewards marks the second time TruServ Corp. has offered a loyalty program to True Value retailers. An initial attempt, True Blue Rewards, ended in 2001, largely due to management turnover and sporadic support.
Shortly before True Blue Rewards was discontinued, Insight Out of Chaos, a New York marketing services agency, was brought on board to try to revive it
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