Yard Birds Home Center
Yard Birds is a small chain of hardware, garden, and lumber centers serving the California Bay Area since 1975. At its peak it operated ten stores with annual sales of over $185 million. They launched their loyalty program in 2005.
Program Objectives
- Increase customer purchase frequency
- Reduce marketing expenses
- Reduce customer defection to "big box" retailers
Program Results
- Enrolled over 125,000 members
- Program member visit frequency increased 11% compared to non-members
(approx. 1 extra visit per year) - Program members' spend increased over 7% annually compared to non-members
- Reduced direct mail spending by over $350K annually
- Members visited more often while non-member, same-store visits decreased year to year
(proving the program affected member behavior)
MediaTrac Products Utilized: LoyaltyTrac
Client Since: 2005*
*Yard Birds was acquired and shut down by Home Depot in 2009
