Duane Reade launches FlexRewards program

NEW YORK Duane Reade is kicking off on Jan. 16 its new FlexRewards program, which replaces the retailer's Dollar Rewards program and promises to offer members lower prices, more opportunities to earn points and more control over how and when they can spend their rewards.

"As the name suggests, FlexRewards is a much more flexible, rewarding, and customer-friendly program, and that's exactly what our customers have been asking for," stated Joe Jackman, acting chief marketing officer for Duane Reade. "Through their actions and direct input, New Yorkers made it clear they wanted a program that made it easier to earn and receive their rewards. In fact, half of customers in our old program didn't even redeem their reward coupons because there were too many restrictions. Once again, our customers pointed to another valid way we could improve the Duane Reade experience to better serve them."

With the new FlexRewards program, members get lower prices on hundreds of products per week throughout the store, plus they earn two points on every $1 in qualified purchases and are eligible to earn bonus points from promotions and on the purchase of specially marked bonus items made available in partnership with brands, the company stated.

"We're shifting from a mostly base points program to a much more exciting and rewarding bonus points focus, which means there will now be more opportunities to earn points faster. Our total investment -- value in the pockets of our customers -- is dramatically increasing," added Joe Magnacca, chief merchandising officer. "The end result will be more rewards for more customers, and getting the full benefit is now much, much easier."

Rewards are redeemable in $5 increments for every 500 points collected. Customers are now able to spend their $5 rewards on the spot, or save them up for special purchases or occasions.

All FlexRewards points are tracked and redeemed electronically, so there will no longer be a need for paper coupons, and customers will be able to keep track of FlexRewards points online and via in-store point-of-purchase key pads. Earned points never expire provided accounts are active within a 26-week period, and there is no time limit on when rewards can be redeemed.

Moreover, FlexRewards members will have the opportunity to earn up to 30% more points with the SuperSaver program (details are available by visiting www.duanereade.com/FlexRewards). Like the FlexRewards program, the FlexRewards SuperSaver club is free to join.

For a limited time, customers converting or joining FlexRewards can earn 10 times the points on their first transaction of $25 or more, which equates to 500 or more points.

Duane Reade customers can sign up for the new FlexRewards program in any of the more than 250 stores in the New York metropolitan area, or online at www.duanereade.com/FlexRewards beginning Jan. 16. For members of the outgoing Dollar Rewards program, converting to FlexRewards can be done by presenting their card to associates at any Duane Reade location.

Those signing up for or converting to FlexRewards are eligible for additional incentives:

• Entrance into the Duane Reade FlexRewards Sweepstakes for which the prizes will be American Express Gift Cards in the following increments:       -  Grand Prize (1 winner):  $5,000       -  First Prize (3 winners):   $1,000       -  Second Prize (10 winners): $500
• A coupon book worth more than $50 in savings on brand products.
• Receipt of 100 extra FlexRewards points by signing up to receive e-mail offers and promotions.
• Eligibility to sign-up for the FlexRewards SuperSaver program in which consumers can earn up to 30% more points on larger point redemptions.