Sears sends more loyalty work to Redwood
By Adnews Staff
Sears Canada has retained Redwood Custom Communications of Toronto to develop a fee-based loyalty program strategy and brand. The assignment also includes program communications and measurement. For the past six years Redwood has produced New Outlook, a lifestyle magazine aimed at consumers over the age of 50, as part of the retailer’s New Outlook loyalty program. Redwood will now participate in the development of all the company’s loyalty programs. The work will include a quarterly magazine and website that will be produced in a number of versions aimed at various customer segments, as well as email communications, direct mail and in-store displays. “Our overall goal is to build the fee-based loyalty portfolio and drive loyalty and sales for Sears among their most highly valued customer segments,” said Manuela Yarhi, group account director at Readwood. “We’ll also be responsible for driving partner and third-party advertising-sales revenue to the magazine and website.”