84 Lumber has launched a new rewards programmed, 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. Capital Region. Now the program is being utilized at 84 Lumber's three stores on Long Island.
The new rewards program, titled the "Specialty Contractors Program," is not on the same level of 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, Nobers said.
Working in conjunction with a third-party data warehouse provider, 84 blitzed about 400 general remodelers with a 15 mile-radius of 84 Lumbers stores in Albany with direct mailings and email blasts.
"This is geared toward people that are not our regular customers," Nobers 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," he added.
Among recent consolidation moves, 84 Lumber consolidated its Smithtown location on Long Island into its Islip yard. The company believes the move will give it a stronger sales presence in dense Suffolk and Nassau counties on the island.
Additional moves include consolidating a Port Jefferson store into 84 Lumber's Patchogue yard, which was expanded by two-and-a-half acres in 2007. The dealer has a third Long Island location in Riverhead. 84 Lumber operates about 300 stores in 36 states. 84 Lumber ranked fourth on the 2009 ProSales listing with total 2008 sales of $2.1 billion.