By: Erika Stevens

For the past two weeks on the loyalty marketing blog we have highlighted different kinds of loyalty program rewards. This week I ran across a program that reminded me another way to add value with your loyalty program that doesn’t involve any kind of discount or couponing or even rewards. The new loyalty program from home improvement store Lowe’s is centered on the philosophy of making customers lives easier.

The My Lowe’s customer loyalty program was created to help their customers with their shopping and home improvement. Customers can sign up for the program online or in store and receive a card to track their purchases. When customers login to their My Lowe’s account they find a variety of tools as well as their purchases tracked by using their My Lowe’s card. Lowe’s uses the customer purchase data to help customers remember and plan their home improvement needs.

You’re my Lowe’s account houses your rebates, any subscriptions, Lowe’s credit card information, folders & lists and reminders. The My Lowe’s program isn’t based on giving the loyalty members deals but serves as their one stop organizational oasis for all things home improvement and Lowe’s shopping. Folders and lists enable you to organize your projects right down to the different products you need to buy.

This kind of loyalty program without any rewards or discounts is not for everyone but a unique way to show your loyal customers that you care about them. Using the data you are already collecting to help them when shopping in your store makes it less tempting to go to another store to buy paint or a furnace filter. But without any discounts, coupons or rewards will customers find value in the loyalty program? Would the program be strengthened by the addition of rewards?