Aping Amazon, Retailers Play Loyalty Card in Holiday Season

After years of watching shoppers flit from store to store in search of the biggest deals, retailers are hoping their attempts at building some loyalty will finally pay off this holiday season.

Chains have aggressively rolled out rewards programs in recent years, and there are signs that the efforts are beginning to get results. Hollister’s stunning 8 percent same-store sales growth last quarter was credited in part to the teen retailer’s Club Cali perks.

Kohl’s entire holiday strategy this year is centered around the Menomonee Falls, Wisconsin-based chain’s loyalty program. In a cinematic spot that began airing this month, Kohl’s pushes the tagline, “Give Joy, Get Joy”if customers spend on merchandise, they’ll receive financial rewards through the Kohl’s cash loyalty program.

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