Duluth Trading Company's Most Valued Trader Club

DULUTH TRADING COMPANY'S NEW LOYALTY PROGRAM COMING SOON?

I’m a fan of Duluth Trading Company. I’m not even sure why … their advertising is annoying, their prices aren’t especially great, and you’re more likely to order stuff online than visit a store. I spend way too much money on Duluth items, though. Seriously, their stuff is well-made, comfortable, and it stays in good shape longer than a lot of other places. Did I mention that I spend way too much there?

That leads to me to an idea I have for them. It’s probably a big job, and maybe it’s nothing they can tackle, but I would create a system whereby the best customers would suddenly be in the Duluth Trading Company Most Valued Trader Club (or something like that). I’m sure they have the metric where they could determine what it means to be an MVT Club member. Maybe it’s spending $1,500 a year there. Anyway, they would contact those people by email and welcome them and invite them to their first MVT Club “exclusive” offer. DTC could do a simple offer like a BOGO or something like that. Maybe it’s a 50% off of a “personal favorite.” Maybe you have bought a lot of the special t-shirts, so Duluth says you can buy one for 50% off if you act fast.

I think the MVT Club with special discounts would not only retain the great customers but create move impulse purchases. I mean, a 50% off offer that’s only good for a short time … can’t beat that. This special membership could also come with an occasional bonus at checkout (if you’re in the store): “Hey, today only you can add a bar of the Spit & Polish soap for $1. Or for free — top that! How about random drawings for frequent customers? An occasional email from the CEO, an authentically written, personal note. I love Duluth Trading Company because the merchandise is top notch; with a little bit of love and effort, they could take their fan base to a whole new level.

Speaking of their advertising … they send way too many magazine/fliers in the mail, hoping for a response. I might — MIGHT — have looked at one of them in the past couple of years. I wonder if they eliminated the mail advertising if they could reduce prices by 5%?