Blockbuster relaunches loyalty scheme

Blockbuster has relaunched its loyalty scheme from being a “predominantly online” rewards initiative to a multichannel programme as part of new owner Gordon Brothers’ revival plan for the embattled DVD and games rental business.

Blockbuster VIP Rewards

The “Blockbuster VIP Rewards” programme allows Blockbuster members to earn points when they shop at the company’s remaining 260 high street stores, its website and the recently re-launched online Blockbuster Market.

Blockbuster VIP Rewards members can also earn points for interacting with the brand in other ways online, such as watching movie trailers, adding titles to their rental list, entering competitions and completing surveys. Additionally, in-store, they can earn points for trading in movies and games.

Members can switch their points for “rewards”, which range from free movie rentals, money-off vouchers, competitions and up to free consoles. Blockbuster’s most loyal VIP Rewards members will have the option of “levelling up” as they earn more points, to unlock richer deals and discounts.

Blockbuster claims the free multichannel initiative will deliver customers “even better value for money at a time when films and games have never been better and money has never been tighter”.

A marketing campaign is set to appear in-store and online “soon”, Blockbuster says.

Blockbuster collapsed into administration last year, resulting in the closure of more than 200 stores and the loss of thousands of jobs, as it struggled to keep pace with the growing trend towards online film streaming and postal movie rentals.

Restructuring specialists Gordon Brothers Europe, which previously worked with fashion retailer Republic when it went into administration, brought the company out of the brink in March, saving the remaining 260 stores and up to 2,000 jobs.

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