Clients
LeGourmet Chef – . Launched 2005
What we did:
Our LeClub program was designed to add a new twist to distributing rewards. This was one of the
rst programs that electronically stored rewards for members to redeem when they returned to
the store. It was a cost savings strategy. The only noti cation was via e-mail and not all members
had e-mail.
What we learned:
Passive reward distribution is a weak strategy. Customers do not remember they have a reward.
Store personnel don’t check. Those members that did remember they had a reward did not spend
any more than their average spending level and the strategy became a margin drainer. The key
takeaway from this program was the importance of staying connected with customers and
making it easy to do business with them.