Blockbuster Loyalty Put To Test

Sawbuck Brings Questions, Rental Breaks To Participants
DETROIT(Eth)Blockbuster Entertainment is testing a consumer loyalty program called Blockbuster Rewards in 10 cities and plans to roll it out nationally early next year, according to sources.
Blockbuster representative Liz Greene confirmed the program and said the test cities are St. Louis, Minneapolis, Salt Lake City, Las Vegas, Denver, Detroit, San Diego, Sacramento, Calif., San Francisco and Chicago.
Advertising for the program thus far has been limited to direct mail and in-store promotional pieces, but it is likely to include national TV and print when the program goes national, sources said.
Brierley & Partners, Dallas, helped launch the test program along with a “multitude of agencies” that Greene declined to identify.
W.B.