Internet Retailer: True Value shoots for 350 stores in web-based loyalty program by year`s end

Small bricks and mortar retailers are beginning to find significant web marketing opportunities. True Value, a cooperative of more than 5,000 local hardware stores, is bringing a web loyalty program to participating locations. The frequent flyer mile-like program keeps track of customer purchases and gives them credit for about four percent of what they buy. This is a large amount, as lumber and other commodities available at many hardware stores often has a margin of only about four percent. The program is managed by Insight Out of Chaos, a firm that allows store owners to access their building customer databases on the web to design direct mail, online and other marketing efforts.