Brookstone pilots loyalty program

Specialty retailer Brookstone Inc. is piloting a new loyalty marketing initiative with on-demand loyalty and customer relationship firm Loyalty Lab Inc.

Brookstone is using Loyalty Lab's Customer Relationship Manager Suite to power the program. The suite also powers all of the retailer's marketing e-mail communications.

Brookstone, Merrimack, NH, is a product development and specialty retail company that operates 306 Brookstone brand stores nationwide. Typically located in high-traffic regional shopping malls and airports, the stores feature unique and innovative consumer products.

The retailer is currently piloting its "Brookstone IN Rewards" loyalty program by invitation only. The program, which awards credits toward future purchases based on spending activity, will record transactions for participating customers shopping at Brookstone stores, online or through Brookstone's catalog call center.

San Francisco -based Loyalty Lab's on-demand solution plugs into all three existing systems to create a single view of the customer for marketers while powering customer enrollments and account management, rewards tracking and targeted messaging.