Office Depot Unwraps First Loyalty Program Feb. 29

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Office Depot launches Office Depot Advantage, its first customer loyalty program, on Feb. 29.


The free program is open to all Office Depot retail, call center and online customers in the United States and Canada. It offers rewards of up to 10 percent back on qualifying purchases. Rewards begin when members reach $200 in credits. Some products -- including computers and monitors, wireless service and postage stamps -- are excluded from being counted toward reward credit.


"Office Depot Advantage is rooted in the company's deep understanding of the office products buyer," said Kathleen Kennedy, vice president, customer development for the Delray Beach, FL, office supplies giant.


Reportedly, the program also is the first step in Office Depot's campaign to increase same-store sales for the first time in 16 quarters. Slumping sales at its North American stores pushed Office Depot's fourth-quarter profit down 27 percent, the company announced this month.


Customers can sign up at Office Depot's in-store kiosks, online at www.officedepot.com/Advantage or when they place an order at 1-800-GO-DEPOT. To earn the rewards, members present their Office Depot Advantage Membership Card or member number during checkout in Office Depot stores, over the phone or online.


Office Depot established a team of representatives to serve the program. Program members can call, e-mail or go online to get secure membership information. The Web site provides access to program information, reward status, membership updates, purchase history and ID look-up as well as customer service.


Office Depot will promote the program through a comprehensive marketing strategy that includes television and radio, newspaper inserts, direct mail, e-mail, in-store and online promotions and grassroots public relations.


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