F.y.e. Builds Loyalty Via Backstage Pass

Retailer f.y.e. (for your entertainment) has created a new loyalty program that rewards consumers with extra savings and discounts on CDs, DVDs games and other entertainment-based in-store products.

The program, f.y.e Backstage Pass, boosts f.y.e.'s in-store shopping experience and is designed to improve customer loyalty.

Shoppers who sign up get 10% off in-store purchases at check out every time they shop, bonus discounts, e-mail notices of upcoming events, new releases and exclusive offers. Members also receive 20% off discounts on their birthdays.

Backstage Pass gives customers instant rewards when they use their card. Unlike other loyalty programs that make consumers wait for coupons to redeem their reward, [some of] Backstage Pass rewards are immediate, said Fred Fox, executive VP-marketing and merchandising of Trans World Entertainment, f.y.e.'s parent company

f.y.e. boosts loyalty with its new Backstage Pass program

"It's instant gratification," Fox said. "Customers like [that] ability. The feedback from consumers has been very positive."

Under the program, the company can track what items consumers buy or browse via its in-store listening/viewing stations. When customers swipe their Backstage Pass cards at the stations, their account pops up on a screen. The technology builds a member profile. In turn, f.y.e. can send members customized offers via direct mail, e-mail or phone based on their favorite products, Fox said.

"It allows us to better understand our customer," Fox added of the loyalty program. "This really, truly has become a very dynamic and powerful marketing tool."

The f.y.e Backstage Pass is available in more than 550 f.y.e. stores nationwide. The loyalty program carries an annual $25 enrollment fee and is open to consumers 14 and older. Consumers can sign up online at fye.com/backstagepass.

Online materials, e-mail blasts and in-store signage support.