Benjamin Moore retail
program honored by the CMA
Benjamin Moore Rewards, a program designed to recognize those on the retail frontlines, was itself recently recognized for its ingenuity and effectiveness. The Canadian Marketing Association (CMA) cited the initiative at its recent annual awards gala, with Benjamin Moore taking home the Silver Award in the “International” category, a win earned because the campaign is conducted in both the U.S. and Canada.
According to Alistair Linton, director of retail development for Benjamin Moore, the company’s first ever web-based rewards program has enjoyed success as it offers incentive to a store’s sales professionals to sell Benjamin Moore’s new Gennex formulation Aura and Natura paint products. For every gallon sold, the retailer receives a specified number of points. It’s up to the individual retailer to decide and manage how the points are distributed—whether they’re pooled and shared among staff, or each sales professional responsible for the paint sale directly banks them. The points are redeemable for a wide array of gifts, from Starbuck’s and American Express gift cards to plasma screen TVs and Apple iPods.