True Value highlights marketing strategy

Orlando, Fla. -- At True Value Co., a national gift card program and a re-launched True Value Rewards Program are among the marketing moves designed to drive revenue and profit for members, according to Carol Wentworth, VP marketing for the Chicago-based co-op.

The gift cards represent a move -- along with the co-op's launch of e-commerce in November -- to better compete in today's world of retailing, she said, and deliver what the customer expects.

"Marketing is no longer just about ads in newspapers," she told members during the General Session of the 2011 True Value Spring and Rental Market in Orlando.

The co-op's rewards program is undergoing a makeover to add functionality and remove complexity, she said. "With our new program, you will have visibility to your total profitability, including accounting for the redemption of certificates," she told members. The program also allows member retailers to invest more in customers who have the opportunity to spend more. 

Another digital solution she praised was the co-op's affiliation with the U.S. Postal Service change of address process. Through the Post Office, the co-op offers $5-off-$25 promotions for households on the move, of which there were 23 million last year. The new program was launched Jan. 1, delivering offers via e-mail within 48 hours of the move date.