CANYON, Texas—DNA Pet Food has launched an initiative that rewards pet specialty employees and their customers with free dog or cat food. Real Rewards, an online points-based program, aims to reward pet store employees with free food for their pets when they recommend DNA food to customers who have not tried DNA.
The program gives each store employee 40 vouchers per month to hand out to customers. Each voucher gives consumers an email offer for a free bag of DNA dog or cat food, as well as store-specific coupons. All coupons within the program are printed with the consumer name and pet store name.
“The consumer has to redeem the discounts at the store where the employee is registered,” says Ken Wilks, president of DNA Pet Food. “The beauty of this program is that it creates a consumer loyalty to that store.”
Additionally, the coupons have a code associated with an employee’s DNA account. The coupons are tracked to each employee’s account—every redeemed voucher puts one point on the account. Employees can receive a free bag of dog or cat food once they earn 10 points.
The program—which launched in August and will run for two years—has been well received by retailers, according to Wilks. “Retailers really appreciate a loyalty program that helps drive people in the stores and helps lock them into a store as a regular customer.”