Coldwater Creek launches loyalty program for big spenders

Come September, Coldwater Creek will become the latest multichannel merchant to roll out a loyalty program offering more than simply cash back on purchases for its highest-spending customers.

Coldwater Creek's Onecreek loyalty program will feature discounts and other special promotions such as exclusive Onecreek savings and free shipping on returns. However, in addition to financial rewards, service-oriented benefits will also be included, such as dedicated Onecreek customer service specialists, a personal shopper for members at their favorite Coldwater Creek store and a gift for members on their birthdays.

In the past year, Nordstrom, Saks Fifth Avenue, Best Buy and Borders have all revamped their loyalty programs to add more of what are called "experiential" benefits.

Initially, more than 250,000 of Coldwater Creek's best customers will be enrolled in the program. These are consumers who shop approximately three times more frequently and spend approximately four times more than an average Coldwater Creek customer. Customers are automatically enrolled in Onecreek upon meeting eligibility requirements.

"The program is designed to improve retention and overall spend within this very important and profitable segment of our customer base," said Dennis Pence, chairman and CEO, Coldwater Creek, Sandpoint, ID, in a statement.

Onecreek is currently being tested in select markets and is scheduled for a full roll out in September.