Loyalty Truth

Rawlings Sporting Goods Company and Clutch have announced the launch of Rawlings Rewards, a rewards program designed to target some of its most loyal customers and drum up repeat business with them. Mark Harrington, VP of marketing for Clutch described the linkage between the firm’s strong brand and the new program, saying “Rawlings has an incredibly deep affinity among athletes and fans, and Clutch is proud to help build and strengthen its customer loyalty through the Rawlings Rewards program.”

The program is free to join and requires a minimum level of customer information to be submitted during the enrollment process. Consumers earn one point for every $1 dollar they spend on merchandise at the base “Red” level, and 1.25 points for every $1 dollar at the “Gold” level, a tier achieved upon earning 500 points. For every 250 points earned, a $10 dollar coupon is awarded which can be used for online purchases. There is no expiration of points issued in the program.

The program boasts a simple, easy to use interface which is accessible online via RawlingsGear.com. “One of our key initiatives heading into 2015 is to invest in digital opportunities pertaining to our internal web properties and substantially grow our e-commerce business as a result,” said Mike Thompson, executive vice president of marketing for Rawlings. “Rawlings Rewards is an avenue to help us achieve our fiscal goals while recognizing and rewarding our brand enthusiasts.”

Double point offers will be available during a member’s birthday month, and other exclusive offers and bonus point opportunities will be included.

Results during the first year of operation will determine the future of the newly implemented program. If things go according to plan, Rawlings says it will expand Rawlings Rewards to include in-store purchases at its six store locations across the U.S..