The Exchange Club
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The Exchange Club |
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I am always amazed at the amount of mail that I get from the department stores as well as the large chain stores like Chicos and J. Jill. A small magazine showcasing their new items, with maybe twenty full-color pages from Chico’s arrives at least eight times a year. Can you imagine what that costs? The reason that they ask for your address when you shop, and spend thousands on catalogues and mailings is because direct mail can be your most effective form of advertising. That’s why they call it direct mail. It goes directly to the customer who is interested in doing business with you. The same people who have been in your store and liked it enough to want to be on your mailing list. The ability to contact and communicate with a customer can be priceless. The customers are your business. So the number of customers you have coming through your doors will determine your level of success. A few years ago, in an effort to increase our mailing list, we developed a frequent shoppers club called the Exchange Club. There is a $30.00 yearly membership fee to become a member. Consumers today are already conditioned to pay membership fees to many of the large chain stores like Sam’s Club or Costco. And this is just to walk in the door! We went one step further and offered 10% off to our Exchange Club members on all purchases, including sale items. There are many additional benefits for
Exchange Club members. These include invitation only Some memberships are given away. This
may be for a birthday, a person spending a lot or just to promote a sale. In the
past we would have given them 10% off anyway but it means so much more when they
get the Red Card signifying their Exchange Club status. There are many red signs hanging throughout the store that state, "Ask about our Exchange Club." Employees get a five-dollar store credit or a three-dollar cash incentive per each membership sold. At the end of the month we even offer a bonus to the employee who sold the most memberships. Recently we had an employee who sold ten memberships one Saturday! That is a lot of extra revenue for her as well as Women’s Closet Exchange.
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© 2008 National Association of Resale & Thrift Shops, All Rights Reserved | Phone:800.544.0751 | Fax:586.294.6776 |
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preview sales in the spring and fall. These sales allow members to get first
pick on the new merchandise of the season. There are also members only mailings
telling them of upcoming events or previews. When our top, pant or dress racks
get full we allow Exchange Club members an additional savings on that particular
merchandise. 
