Indigo debuts Plum Plus loyalty program
Indigo Books & Music of Toronto has introduced a new loyalty program called Plum Plus. The national program offers participants discounts on eligible products and the ability to collect loyalty points for purchases at Indigo, Chapters, Indigospirit and Coles stores, as well as at Indigo.ca. Consumers will also receive access to special events, as well as free shipping and a range of additional benefits. The new program, which requires the payment of an annual fee, will operate along side the chain’s existing Plum loyalty program, which is free.
“We first tested Plum Plus in early 2019 in Edmonton and Ottawa, and then rolled out the pilot to Manitoba and British Columbia this summer,” said Samantha Taylor, chief marketing officer at Indigo. “The response from customers was extremely positive and sign-ups far exceeded our expectations. The loyalty landscape has evolved significantly over the past five years and plum Plus was designed with feedback from our customers about what they most wanted out of a membership program. At the core, Plum Plus is about engaging and connecting with our customers in a meaningful way.”