Dorothy Lane Launches ‘Priceless Points’

Rather than follow the traditional program of earning one point per $1 of spend toward $5 for each $500 spent, Dayton, Ohio-based Dorothy Lane Market has made “priceless points” the core of its expanded customer loyalty program.

Dorothy Lane Market was an early loyalty program adopter, working with consultant Brian Woolf in 1993. Since then, DLM has studied its customer data to understand its customers better to help shape its strategy. Woolf has now helped guide DLM to its next phase in loyalty marketing: Club DLM Rewards.

Club DLM offers regular customers the lowest prices on basic items in the market area. Customers earn points in three ways: how much they spend; when they buy Bonus Point items; and, on the 10th, 20th, and 30th of each month, they earn 10 times the points earned on total spending the rest of the month.

Points have no value; customers allocate points they have earned towards the Club DLM Rewards priced items they wish to buy. In so doing, customers decide the value of their own points.

The philosophy behind this points-based extension of the DLM Loyalty Program is to offer regular customers even greater value. “The only people who miss out, by their own choice, are customers obsessed with the lowest price and not with quality, service and a long-term relationship with the company,” DLM said in a press release.