84 Lumber has launched a new rewards program, geared toward remodelers and designed to capture new customers.
In recent months the program was tested at two 84 Lumber locations in the Albany, N.Y., region. Now the program is being utilized at 84 Lumber's three stores on Long Island.
Its new rewards program, titled the "Specialty Contractors Program," is not on the same level as 84 Lumber's "Inner Circle" program, which rewards larger customers, including home builders. However, regular participants will be rewarded with credits and discounts toward purchases, said Jeff Nobers, 84 Lumber vice president of marketing and communications.
Working in conjunction with a third-party data warehouse provider, 84 blitzed about 400 general remodelers within a 15 mile-radius of 84 Lumber's stores in Albany with direct mailings and e-mail blasts.
"This is geared toward people that are not our regular customers," he told ProSales. "We are recruiting people into the club.
"They might buy from us here and there but we want them to be regular customers," Nobers added.
84 also made several changes in its store mix recently. The Smithtown, Long Island, location in New York State was consolidated into 84's Islip yard, while the Port Jefferson, N.Y., store was consolidated into a Patchogue yard that was expanded by 2-1/2 acres in 2007. The dealer has a third Long Island location in Riverhead. 84 Lumber operates about 300 stores in 36 states. The company ranked fourth on the 2009 ProSales 100, with total 2008 sales of $2.1 billion.